Business Analyst, Consultant and Copywriter
As a business analyst, copywriter/creative director, and strategist, Gary Hennerberg has introduced new products and turned around marketing results for organizations in the U.S., Canada and the U.K. Hennerberg and colleague Perry Alexander (biography below) have worked together since 1996.
Gary Hennerberg is considered among America’s leading marketing consultants. He has been a marketing professional since 1978 and an independent marketing consultant and copywriter since 1992. He is the author of Crack the Customer Mind Code.
As the rules of engagement in direct marketing have evolved, so has Hennerberg’s skill set. As a direct response marketing consultant, analyst and copywriter for over 20 years, he works to discover new and incremental sales dollars for marketing organizations.
His process begins with analysis and interpretation of data and numbers. Then he works with clients to determine whether a marketing approach would be best implemented online or offline. With experience in cross-channel marketing including direct mail, catalogs, email, online video, websites and social media, Hennerberg recommends the most effective and cost-efficient blend to generate sales.
As both an analytic consultant and copywriter, he translates marketing plans into action. Over the years he has generated significant response increases for clients internationally.
Hennerberg is currently the author of Reinventing Direct, a twice-monthly blog at Target Marketing Magazine. Hennerberg is also the author of Direct Marketing Quantified: The Knowledge is in the Numbers.
He is the author of dozens of articles on marketing best practices, and has spoken at Direct Marketing Association conferences and events, and for American Writers and Artists (AWAI).
In the realm of advertising and marketing strategy and design, Perry Alexander has thrived on tirelessly reaching for and riding the leading edge of evolving best practices.
Business and non-profit marketing and communications, today, involve well-told stories, relevant to the reader/listener/viewer. They engage, build trust and loyalty, and a desire for more. His own company, ACM Initiatives, serves businesses and non-profits by helping to devise and implement strategies based on non-interruptive communications. More at acm-initiatives.com.
Since 1973, he has applied fundamental marketing and design principles (still relevant today), using diverse delivery media (which are very different today), beginning with his early days with print, television, and radio. Since 1996, he has produced countless direct mail campaigns with long-time colleague Gary Hennerberg. In a world shifting ever more to online and mobile marketing communication, he and Gary have repurposed, repositioned, and re-invented approaches to aptly reach deeply into the markets of his clients.
He has mastered Web design, email and landing page strategies, and crafting with online video—not just editing skills, but employing refined story-telling techniques. Now, he is also pushing headlong into the next burgeoning realm: tablet (iPad) marketing.
He is particularly adept at serving B-to-C, B-to-B, and non-profit clients whose formerly tried-and-true marketing methods have gone soft, and are in acute need of being rethought, reset, and redeployed to impact today’s marketplace, both online and offline.