Our marketing-communication philosophy is based on three basic tenets: synergy, segmentation and relationship building.
By definition, synergy means "a combined action . . . with the total effect being greater than the sum of their individual effects." As it relates to marketing, we define synergy as combining the disciplines of public relations, advertising, sales promotion and direct-response marketing, and discovering new and innovative ways of cutting through the clutter, being heard and affecting the way people think. We believe that the kind of broad-based, shotgun-style, shoot-from-the-hip, mass-media marketing that has worked in the past isn't working any more. We believe that advertising and public relations disciplines -- historically competing against each other, disrespectful of each other, and serving separate objectives -- can no longer be isolated; rather, they must work together effectively, harmoniously and in common purpose. We believe that the day of the specialist is over; that successful marketers must be Renaissance people, capable of integrating and balancing communication disciplines for a coordinated, consolidated purpose. It's interesting to note that this premise - sometimes referred to as "Integrated Marketing Communications" - has become a hot topic during the last several years within our industry. We've been practicing it since 1990.
We also believe that the concepts of "mass media" and "the general public" have been rendered extinct. We believe that to be successful today - and in the future - we must understand our audiences as never before. Not just who they are, but how they think, what they do, what they know, what media they consume, what they believe in, and what is important to them. To be successful today, we must narrowly segment target audiences, using comprehensive demographic and psychographic research to craft customized, focused messages delivered through a highly targeted mix of media channels. In the future, all marketing will be "direct" marketing - and it will rely on the successful identification and segmentation of target audiences.
The third leg of the marketing "stool" as practiced by RB Oppenheim Associates relies on "relationship building." It is based on the understanding that, as our society continues to get more complex and cold, people will dig in, build walls around themselves, and only let those they trust into their "nests." Never before has it been so important to build relationships between our clients and their various audiences. We place a high strategic priority on demonstrating that our clients respect their customers. That our clients don't merely want to "sell" target audiences their product, service or idea; but, more importantly, that our clients value their customers. That they understand their customers' challenges and pressures. That they respect their customers' time. That they honor their customers' loyalty. That they want to help. We call this approach "Total Relationship Management."
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