At the recent Direct Marketing to Business Conference in Chicago, U.S. Navy Commander Michael Abrashoff enthralled luncheon attendees with a keynote on how he built one-to-one type relationships with his crew on the naval destroyer USS Benfold.
Abrashoff’s predecessor on the ship was so unpopular that when his tour of duty was over, the crew broke into thunderous applause. But Abrashoff didn’t just want to be well-liked – he wanted to empower his men and women to feel they could approach him with suggestions about how the Benfold could better operate.
This led to an environment where his 300 crew members suggested initiatives ranging from the purely morale-building (non-alcoholic happy hours once a week) to the practical (switching to stainless steel nuts and bolts that wouldn’t rust as easily so the ship wouldn’t have to be painted as often).
The commander is setting sail his leadership theories in the civilian world, with an online newsletter, Grassroots Leadership (grassrootsleadership.com).
The next day, Jo Bennett, associate editor of 1to1 Marketer, and I discussed Abrashoff’s presentation and how the commander – who has the looks and an easygoing demeanor very reminiscent of actor George Clooney – could probably get anyone to follow his lead, if only by sheer confidence alone. We pondered whether an average guy or gal with a personal style more akin to George Jetson could pull off what Abrashoff did.
It’s an interesting question: In the world of one-to-one, how important are image and style – not only on a company basis but on an individual basis as well – when it comes to getting your message across? What do you think?
VINTAGE INITIATIVES As 1to1 closes out its first full year of publication, it seemed appropriate to investigate an industry full of one-to-one promise, the world of online wine marketing. Kim Roth’s story on Wine.com (page 22) shows the glass is more than half-full when it comes to building relationships with cyber-connoisseurs.
Also this month, we feature the second installment of our ongoing coverage of Tech Trends. In “Start the Presses!” (page 36), writer Lorraine Calvacca explores the variables of variable printing, an area where the technology seems to finally be delivering the promise of customized communications to the masses. Elsewhere in this issue, 1to1 spotlights the world of permission marketing, with looks at how Ticketmaster is using e-mail to get the beat on concert attendees (page 12) and how Away.com is finding its users want to see more rather than less in their e-mailboxes (page 34).
I’d like to see more in my e-mailbox, too. Drop me a note at BethDirect@ aol.com and let me know what you thought about this issue of 1to1, or any thoughts you have about the magazine in general.
In the meantime, let me be the first to wish you a wonderful holiday season. See you in 2001!
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