The former CMO of the New England Patriots reveals his powerful strategy: market to those who spend the most
In Winning the Customer, Lou Imbriano shows marketers in any industry how to train their focus on existing customers, define the relationship, create new ways to connect with them'and dramatically increase revenue. He describes his innovative 'Three-Tier Customer Model,' which he used to transform the Patriots into the brand to beat.
Marketing professionals and executives learn the how to capitalize on relationships and build powerful brands using Imbriano's methods, including his proven Relationship Architecture strategy; three C's of brand-building (be Credible, be Compelling, Connect personally); and DELIVERS system (Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, Sacrifice).
Lou Imbriano (Boston, MA) is CEO of TrinityOne Worldwide, a sports and entertainment marketing company. From 1997-2006, he oversaw the sales and marketing for the New England Patriots, New England Revolution professional soccer team, Foxboro Stadium, and Gillette Stadium.
Build Customer Relationships and Win Big Revenue!
'Unbreakable relationships are crucial to success in business. Lou Imbriano captures what it takes to forge the kind of deep credibility that encourages consumers and clients to trust you with their hard-earned dollars. If you want to deepen your customers' trust and grow your revenues, I suggest you read Winning the Customer and you will win.'
'Bob Reynolds, President & CEO, Putnam Investments
'Lou Imbriano rescues the word `winning' from the clutches of Charlie Sheen . . . and, like a Patriots playbook, Lou takes you through his game plan for successfully building a victorious team that opponents will respect and fear . . . from who should be answering your phone to effectively saying `no,' it's all there . . . lazy, unmotivated people, this is not for you. . . .'
'Steve Levy, ESPN SportsCenter anchor
'Imbriano definitely made his mark in the NFL and now he's an MVP again with his new book, Winning the Customer. Lou's down-to-earth marketing philosophies, which he brought to the Patriots, epitomize how everyone, in any industry, should approach marketing. If you want to truly know how to build remarkable business relationships, read Winning the Customer.'
'Michael O'Hara Lynch, Head of Global Sponsorship, Visa
'At a time when consumers have the power to use media where and how they choose, to like, dislike, and share their opinion on products and corporations, brand engagement is the best answer to build emotional and enduring relationships between brands and all their relevant communities. This book should be given to anyone who wants to understand the new dynamics that can bond brands with their ever-demanding customers.'
About the Book:
During his nine years in senior marketing positions with the New England Patriots, Lou Imbriano laid the foundation and marketing vision for the football team that led to its astronomical growth and explosive revenue'perfectly positioning them to be ready for when the Patriots became repeat Super Bowl champions and the NFL brand to beat.
Now CEO of TrinityOne, a strategic marketing firm, Lou has an undefeated record of showing all types of companies how to tackle customer relationships and convert them into tangible revenue. In Winning the Customer, Lou delivers his original strategies for both short- and long-term financial success:
Throughout the book, you'll find Lou's dynamic personal stories drawn right from his years of real-world business experience. He's learned that to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely. Winning the Customer shows you how to do just that using the Three Tiers of Customer Relationships. Imbriano shares his strategies with his innovative DELIVERS system: Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, and Sacrifice.
Filled with practical information and written in Lou's inimitable conversational style, Winning the Customer is your all-pro offensive attack against old, ineffective methods and flat results. Lou's tools will give any business an inspired team, supersized income, and a virtual stadium full of engaged, high-paying customers.
Lou Imbriano, the Vice President and Chief Marketing Officer of the New England Patriots football team from 1997-2006, is President and CEO of TrinityOne, a marketing company specializing in creating strategy for corporations to maximize revenue generation through building customer relationships and becoming custodians of the brand. Formerly a radio and TV producer, he has appeared on numerous local Boston radio and television programs. Lou has been profiled on Forbes.com as one of its 'Names You Need to Know' and has written multiple columns for the Sports Business Journal. Lou, who teaches sports marketing at Boston College, is based in Boston, MA. Visit Lou at www.louimbriano.com.