Title: marketing director, Remy Amerique Brand Group.
Goal: Creating a real-life dialogue with our customers through unique, unexpected events that never happen the same way twice.
Fact: The audience for single-malt liquor is estimated at 1.5 million; cognac drinkers are 3% to 4% of the total American population.
Opinion: Mass marketing doesn't work for a growing number of brands. Find the specific customers you want to reach and build a dialogue with them. Market to your customer's total range of interests.
Insight: Technology's pace is forcing people to seek new ways to spend their free time. Statistics show people are more interested in the arts, in cultural events and in hands-on events than in "virtual" activities.
Hot: Direct mail programs serving as continuity marketing channels for events.