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Bob Dorf

One to One Strategies

Biography

Bob Dorf, the President of Marketing 1to1/Peppers and Rogers Group and co-author of The One to One Fieldbook, has been implementing individualized marketing programs since 1972, when he showed a radio sales organization how to pitch the same radio station in totally different ways for Buick, bubble gum, and burgundy buyers. He brought that expertise in one-to-one strategy and program implementation to Marketing1to1/Peppers and Rogers Group, as managing partner, just a few weeks after Don Peppers and Martha Rogers founded the firm.

Mr. Dorf has led the firm’s consulting practice and managed the firm itself for five years; sprearheading the one-to-one needs assessment and transition planning processes that help clients actually implement one-to-one programs. He was named president of the firm late last year.

Mr. Dorf has served a wide range of one-to-one marketing clients including 3M, AT&T, Amway, Isuzu, Lucent Technologies, NCR, Oxford Health Plans, Pitney Bowes, Rubbermaid and his personal favorite, Vail, Colorado. He has spoken on one-to-one marketing before dozens of U.S. and international audiences. Recently, he keynoted the Call Center Summits in Atlanta and Australia, the AirTouch Cellular global conference, a conference for more than 500 Nissan dealers and has conducted in-depth workshops for airline, bank, telecommunication and travel industry executives.

Author of numerous articles and speeches, Mr. Dorf spent two decades as founder and CEO of Dorf & Stanton Communications, one of the nation’s top ten independent public relations firms, before selling it to Shandwick plc. He is a member of the Public Relations Society’s “College of Fellows” honor society and a former editor of both Marketing & Media Decisions Magazine and WINS 1010 Newsradio in New York.

In his 1989 address to the World International Advertising Congress in Brussels, Bob Dorf fired the opening salvo for his entry into the field that would become one-to-one marketing. Mr. Dorf’s speech, entitled “On the Conquest of Clutter, One Customer at a Time,” focused on the individualization and mass-customization of marketing and media communications.