Nancy Hallberg

It?s all about relevance,? said Nancy Hallberg, Executive Vice President and North American Insight Director of Brann Worldwide. ?We do our homework to find the right customer.
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"It's no secret that companies are alienating their current and potential customers with these marketing practices," said Nancy Hallberg, Executive Vice President and North American Insight Director at Brann."But our findings suggest that the depth of the problem is much greater than most companies realize."If even a percentage of disgruntled consumers vote with their wallets, many companies will experience (in fact, are already experiencing) business losses ranging from 15-30%."Depending on overall revenue," Hallberg explained, "that could represent hundreds of millions of dollars in lost business."
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"Within a business category, the first company to fix many of these practices will gain an important and immediate competitive advantage," said Hallberg.
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"Brann Worldwide will help get those stories to the marketing executives and senior officers of companies who need to hear them, rather than simply the complaint department," said Hallberg."We're offering solutions, not complaints."
...
In demonstration of its commitment to the importance of customer understanding and insight, the company has appointed Nancy Hallberg executive vice president, Insight Director.Hallberg will be the practice leader based in Brann's Wilton, CT office, and will develop proprietary tools and methodologies to delve further into the minds, needs, buying behaviors and attitudes of customers.She will also appoint and develop Insight specialists in each of Brann's North American offices.

The mission of "Brann Insight" is to investigate and analyze the buying experience throughout the buying process, and to translate that understanding into actionable marketing strategies to help Brann's clients sell more effectively."Brann Insight" uses qualitative and quantitative research, data, audits and other methodologies, then compares its clients' selling approaches to the needs and interests of buyers to find disconnects and opportunities for improvement.

"We are thrilled to have Nancy in this important capacity," said Finkel.
...
Hallberg brings with her more than 23 years of agency and research experience.

Most recently, she served as senior vice president, account managing director at Young & Rubicam (Y&R) in New York, working on the MetLife, Scotts LawnCare and Pella businesses.Hallberg held other positions while at Y&R, including Insight Director on the KeyCorp and AT&T accounts.She earned her Internet stripes leading a team to launch Gifts.com for Reader's Digest.Her track record at Y&R includes three Gold Effies and an Emmy nomination.

Prior to Y&R, Hallberg spent many years at J. Walter Thompson, alternating between planning and account work for such clients as Unilever, Burger King, Kodak, Warner Lambert, Pepsi and Ford.
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Hallberg holds a BA from the University of Michigan, an MA from the University of Illinois and an MBA from the Wharton School of Business.She lives with her husband and two daughters in Westchester, New York.

It?s all about relevance,? said Nancy Hallberg, Executive Vice President and North American Insight Director of Brann Worldwide. ?We do our homework to find the right customer.
...
"It's no secret that companies are alienating their current and potential customers with these marketing practices," said Nancy Hallberg, Executive Vice President and North American Insight Director at Brann."But our findings suggest that the depth of the problem is much greater than most companies realize."If even a percentage of disgruntled consumers vote with their wallets, many companies will experience (in fact, are already experiencing) business losses ranging from 15-30%."Depending on overall revenue," Hallberg explained, "that could represent hundreds of millions of dollars in lost business."
...
"Within a business category, the first company to fix many of these practices will gain an important and immediate competitive advantage," said Hallberg.
...
"Brann Worldwide will help get those stories to the marketing executives and senior officers of companies who need to hear them, rather than simply the complaint department," said Hallberg."We're offering solutions, not complaints."
...
In demonstration of its commitment to the importance of customer understanding and insight, the company has appointed Nancy Hallberg executive vice president, Insight Director.Hallberg will be the practice leader based in Brann's Wilton, CT office, and will develop proprietary tools and methodologies to delve further into the minds, needs, buying behaviors and attitudes of customers.She will also appoint and develop Insight specialists in each of Brann's North American offices.

The mission of "Brann Insight" is to investigate and analyze the buying experience throughout the buying process, and to translate that understanding into actionable marketing strategies to help Brann's clients sell more effectively."Brann Insight" uses qualitative and quantitative research, data, audits and other methodologies, then compares its clients' selling approaches to the needs and interests of buyers to find disconnects and opportunities for improvement.

"We are thrilled to have Nancy in this important capacity," said Finkel.
...
Hallberg brings with her more than 23 years of agency and research experience.

Most recently, she served as senior vice president, account managing director at Young & Rubicam (Y&R) in New York, working on the MetLife, Scotts LawnCare and Pella businesses.Hallberg held other positions while at Y&R, including Insight Director on the KeyCorp and AT&T accounts.She earned her Internet stripes leading a team to launch Gifts.com for Reader's Digest.Her track record at Y&R includes three Gold Effies and an Emmy nomination.

Prior to Y&R, Hallberg spent many years at J. Walter Thompson, alternating between planning and account work for such clients as Unilever, Burger King, Kodak, Warner Lambert, Pepsi and Ford.
...
Hallberg holds a BA from the University of Michigan, an MA from the University of Illinois and an MBA from the Wharton School of Business.She lives with her husband and two daughters in Westchester, New York.

?These findings clearly indicate that Permission marketing has to evolve. It?s all about relevance,? said Nancy Hallberg, Executive Vice President and North American Insight Director of Brann Worldwide. ?We do our homework to find the right customer. We know that consumers will grant permission if the message or subject is of interest to them, and now we know that how we ask for permission also affects their willingness to listen. In addition, a simple ?Thank You? goes a long way with a repeating customer. Listening to a consumer before jumping to cross-sell can make a great impression.?

According to the survey, conventional mail is the preferred channel of communications by consumers receiving information on credit card rates and offers; philanthropic solicitations; bank communications; and automotive updates and offers. E-mail, however, is the preferred channel for consumers to receive frequent buyer program information; news on upgrade to electronic and high-tech equipment; travel packages; and mobile phone rates and offers. Only a fraction of consumers surveyed preferred being contacted by telephone for any offer. Titled ?The Power of Permission: The New Rules for Making Relevant Connections with Your Consumers,? the survey was conducted by Brann Worldwide using a Brann Xcelerator sm tool - Brann Connection sm. Brann Connection is an email based survey engine that provides raw data needed to create fast, high-value insights to inform new campaigns, track emerging trends and probe client-specific issues. The tool and the data analysis are managed by the Brann Insight Department.

About Brann Worldwide Brann Worldwide, a unit of Havas Advertising, is one of the largest direct marketing organizations in the world with 17 operating units in 14 cities in North America and Europe. Headquartered in Wilton, Conn., Brann provides not only agency services, but the marketing services support necessary to implement all forms of customer contact, including data, research, media, call center, digital, retail merchandising, and field sales (in the UK). Brann works with over 200 blue-chip clients in 20 major business categories, including global and national marketers such as IBM, Sears, Peugeot, VISA, Sky Digital, E*Trade, Guinness, Bank of America, Pizza Hut, ExxonMobil, and Cadbury. To learn more about Brann visit www.brann.com.

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"It's no secret that companies are alienating their current and potential customers with these marketing practices," said Nancy Hallberg, Executive Vice President and North American Insight Director at Brann. "But our findings suggest that the depth of the problem is much greater than most companies realize." If even a percentage of disgruntled consumers vote with their wallets, many companies will experience (in fact, are already experiencing) business losses ranging from 15-30%. "Depending on overall revenue," Hallberg explained, "that could represent hundreds of millions of dollars in lost business."

Consumers are so fed up that they aren't just leaving, they are engaging in anti-advocacy-warning friends, co-workers, and relatives about bad buying experiences through word-of-mouth, e-mail campaigns and Internet chat rooms. On the positive side, the study also reveals the potential for those consumers to pass the word about good service and satisfying buying experiences as well.

Brann's study, conducted by Harris Interactive, surveyed 1,800 consumers in the US and UK, asking them to rate common marketing practices on a scale of 1 ("doesn't bother me at all") to 10 ("makes me so mad, I don't want to do business with that company again").

Here are some of the highlights of the results: · 57 percent of consumers say they would abandon a company because they get charged for technical support when the product or manual is faulty · 52 percent say they would switch from a company that promises to call back but never does · 50 percent say they would leave a company whose service representatives ask for information over and over again without fixing the problem · These and other practices are particularly offensive to women, those 55+, and heavy internet users, which should cause marketers who target these segments even more concern

...
In demonstration of its commitment to the importance of customer understanding and insight, the company has appointed Nancy Hallberg executive vice president, Insight Director. Hallberg will be the practice leader based in Brann's Wilton, CT office, and will develop proprietary tools and methodologies to delve further into the minds, needs, buying behaviors and attitudes of customers. She will also appoint and develop Insight specialists in each of Brann's North American offices.

The mission of "Brann Insight" is to investigate and analyze the buying experience throughout the buying process, and to translate that understanding into actionable marketing strategies to help Brann's clients sell more effectively. "Brann Insight" uses qualitative and quantitative research, data, audits and other methodologies, then compares its clients' selling approaches to the needs and interests of buyers to find disconnects and opportunities for improvement.

"We are thrilled to have Nancy in this important capacity," said Finkel. "We are confident her insight expertise will contribute greatly to Brann's continued success. Her role as Insight Director will be essential to furthering our mission of Helping Buyers Buy."

Hallberg brings with her more than 23 years of agency and research experience.

It?s all about relevance,? said Nancy Hallberg, Executive Vice President and North American Insight Director of Brann Worldwide. ?We do our homework to find the right customer.We know that consumers will grant permission if the message or subject is of interest to them, and now we know that how we ask for permission also affects their willingness to listen.In addition, a simple ?Thank You? goes a long way with a repeating customer.Listening to a consumer before jumping to cross-sell can make a great impression.?

According to the survey, conventional mail is the preferred channel of communications by consumers receiving information on credit card rates and offers; philanthropic solicitations; bank communications; and automotive updates and offers.E-mail, however, is the preferred channel for consumers to receive frequent buyer program information; news on upgrade to electronic and high-tech equipment; travel packages; and mobile phone rates and offers.
...
"It's no secret that companies are alienating their current and potential customers with these marketing practices," said Nancy Hallberg, Executive Vice President and North American Insight Director at Brann."But our findings suggest that the depth of the problem is much greater than most companies realize."If even a percentage of disgruntled consumers vote with their wallets, many companies will experience (in fact, are already experiencing) business losses ranging from 15-30%."Depending on overall revenue," Hallberg explained, "that could represent hundreds of millions of dollars in lost business."

Consumers are so fed up that they aren't just leaving, they are engaging in anti-advocacy-warning friends, co-workers, and relatives about bad buying experiences through word-of-mouth, e-mail campaigns and Internet chat rooms.On the positive side, the study also reveals the potential for those consumers to pass the word about good service and satisfying buying experiences as well.

Brann's study, conducted by Harris Interactive, surveyed 1,800 consumers in the US and UK, asking them to rate common marketing practices on a scale of 1 ("doesn't bother me at all") to 10 ("makes me so mad, I don't want to do business with that company again").

Here are some of the highlights of the results: · 57 percent of consumers say they would abandon a company because they get charged for technical support when the product or manual is faulty · 52 percent say they would switch from a company that promises to call back but never does · 50 percent say they would leave a company whose service representatives ask for information over and over again without fixing the problem · These and other practices are particularly offensive to women, those 55+, and heavy internet users, which should cause marketers who target these segments even more concern
...
"Within a business category, the first company to fix many of these practices will gain an important and immediate competitive advantage," said Hallberg."The company that listens and makes improvements will make advocates of exasperated consumers-and gain the potential for a deluge of new customers."

To educate businesses about the unanticipated effects marketing practices have on current and potential customers, Brann has launched a Buyer's Experience web site, www.buyers-experience.com.Visitors to the site can vote in the survey, which Brann will add to the Buyer's Experience Index, compiled quarterly to track changes in the consumer experience.Consumers can also record their experiences with companies, and make suggestions to the Buyer's Experience Forum on how companies can improve.

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"Brann Worldwide will help get those stories to the marketing executives and senior officers of companies who need to hear them, rather than simply the complaint department," said Hallberg."We're offering solutions, not complaints."

The results of those discussions will be reported in the Buyer's Experience e-Newsletter, sent out quarterly-but only to those who request it.

This study reinforces Brann Worldwide's commitment to their "Helping Buyers Buy" approach.It confirms Brann's belief that the key to building brand value for clients is in helping them optimize the buyer's experience with their brand at every step in the buying process and at every point of contact.Brann Worldwide, the giant direct marketing organization, works with over 200 leading national and international marketers, such as IBM, Peugeot, VISA, Sears, Sky Digital, Merck, Guinness, Bank of America, Pizza Hut, ExxonMobil, and Cadbury.Headquartered in Wilton, Conn., it operates 16 offices in 14 locations in North America and Europe and has more than 5,500 employees.
...
In demonstration of its commitment to the importance of customer understanding and insight, the company has appointed Nancy Hallberg executive vice president, Insight Director.Hallberg will be the practice leader based in Brann's Wilton, CT office, and will develop proprietary tools and methodologies to delve further into the minds, needs, buying behaviors and attitudes of customers.She will also appoint and develop Insight specialists in each of Brann's North American offices.

The mission of "Brann Insight" is to investigate and analyze the buying experience throughout the buying process, and to translate that understanding into actionable marketing strategies to help Brann's clients sell more effectively."Brann Insight" uses qualitative and quantitative research, data, audits and other methodologies, then compares its clients' selling approaches to the needs and interests of buyers to find disconnects and opportunities for improvement.

"We are thrilled to have Nancy in this important capacity," said Finkel.
...
Hallberg brings with her more than 23 years of agency and research experience.

Most recently, she served as senior vice president, account managing director at Young & Rubicam (Y&R) in New York, working on the MetLife, Scotts LawnCare and Pella businesses.Hallberg held other positions while at Y&R, including Insight Director on the KeyCorp and AT&T accounts.She earned her Internet stripes leading a team to launch Gifts.com for Reader's Digest.Her track record at Y&R includes three Gold Effies and an Emmy nomination.

Prior to Y&R, Hallberg spent many years at J. Walter Thompson, alternating between planning and account work for such clients as Unilever, Burger King, Kodak, Warner Lambert, Pepsi and Ford.
...
Hallberg holds a BA from the University of Michigan, an MA from the University of Illinois and an MBA from the Wharton School of Business.She lives with her husband and two daughters in Westchester, New York.

Brann Worldwide is the largest direct marketing organization in the world, according to the most recent standings published by the Direct Marketing Association.It works with over 200 leading national and international marketers, such as IBM, Peugeot, VISA, Sears, Sky Digital, Merck, Guinness, Bank of America, Pizza Hut, ExxonMobil, and Cadbury.Headquartered near Chicago, in Deerfield, Ill., it operates 16 offices in 14 locations and has more than 5,000 employees.Brann Worldwide is part of Havas Advertising's Diversified Agencies Group, North America.

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