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Thursday 26th 2018f April 2018

Open Customers


Thought for the Day

"Failure is art of learning, and we have to enjoy that art." Written in 2011 by Abbas Pachmarhiwala --- India

The Centre for Integrated Marketing goes independent

As of June 3rd 2011, the Centre for Integrated Marketing became independent of the University of Bedfordshire. The Centre led the research project featured on this site. At the time of the research, we were a leading research centre of the University (then called Luton). Centre for Integrated Marketing

Revolutionary added value

"I think your work on the Open Planning is the most revolutionary value addition to the marketing industry in a long time" says Frank Maina, Head of Mobile, 3Mice


future events

Open Customers

Open Planning begins with developing Open Customers. Open customers are those willing to receive communication, with communication then aiming to create open customers with open wallets. MNP puts the customer at the centre of the process, providing a consumer - brand - discipline - media dynamic to create guidelines for the creative output, not the other way round.

Open Customers matters to media neutral planning not just for ethical and good citizenship reasons but also because only the communication that has any value to the recipient benefits the brand. The value may be entertainment, a good idea, helpful information, or social equity, but without being appreciated or winning approval it won't build brand or customer equity, indeed it may even destroy it. MNP begins with the person to whom communication is going to develop appropriate content, style and media, including how and when communication is delivered.

Open Customers also includes asking who the "customers" are. Open Planning applies to all stakeholder groups, including for example employees, journalists and influencers, with the same truth operating: unwelcome means not working.