Marketing Kit for Dummies

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More About This Book

Overview

Attract new customers and boost your sales a surefire marketing plan

Want to launch a powerhouse marketing campaign? This resource-packed tool kit shows you step by step how to implement and execute effective marketing strategies in today's viral world. You'll improve customer communications, create buzz with publicity, set up winning sales promotions, launch successful Web campaigns, generate sales with action ads, and much more.

• Create a breakthrough marketing plan—set your objectives, adjust for the economic cycle, plan your marketing communications, and cut costs while maximizing impact

• Design hard-hitting ads for your campaign—get insights and how-to tips for creating winning ads that produce leads and sales

• Increase your brand identity—from business cards to brochures, catalogs to coupons, newsletters to blogs, get your message across

• Hone your marketing skills—improve your customer service, market research, creativity, and writing for marketing, sales, and the Web

Open the book and find:

• The Five-Minute Marketing Zone Plan

• Low-cost and no-cost marketing ideas

• Advertising alternatives, including newsletters and press releases

• Insights on successfully closing the sale

• How to impress and retain current customers

• Ways to create an advertising budget that works for you

The value-packed CD includes:

Marketing plan, budget, and newsletter templates

Editable marketing audits

Sales Projection and Advertising Objectives worksheets

Mini-library of professional images

Various ad templates

Sample postcard, business card, and logo designs

Product Details

  • ISBN-13: 9780470401156
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/3/2009
  • Edition number: 3
  • Pages: 384
  • Sales rank: 613,761
  • Series: For Dummies Series
  • Product dimensions: 7.40 (w) x 9.20 (h) x 1.00 (d)

Meet the Author

Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.

Table of Contents

Introduction 1
About This Book 1
Conventions Used in This Book 2
What You're Not to Read 2
Foolish Assumptions 3
How This Book Is Organized 3
Icons Used in This Book 5
Where to Go from Here 6
Part I Tools for Designing Great Marketing Programs 7
Chapter 1 Boosting Your Business with Great Marketing 9
Understanding the Benefits of Marketing 9
The Heart of the Matter: Knowing What Your Business Needs 11
Designing Your Marketing Program 15
Exercising Your Marketing Imagination 20
The Five-Minute Marketing Plan 23
On the CD 24
Chapter 2 Auditing Your Marketing to Achieve Your Business Goals 25
Performing a Marketing Audit 26
Examining the Parts of the Audit 28
Using Your Results to Plan Your Attack 32
On the CD 35
Chapter 3 Marketing Plans 37
Considering Marketing Plan Designs 38
Writing Your Marketing Plan the Easy Way 39
Using the Marketing Plan Template 41
Developing the Strategy Section of Your Plan 44
Goal-Oriented Marketing Experiments 53
Planning Benchmarks for Marketing Communications 54
On the CD 56
Part II Boosting Your Marketing Skills 57
Chapter 4 The Customer Research Workshop 59
Talking to Your Customers 60
Auditing Your Customer Service 62
Using Experimentation as a Research Technique 70
On the CD 71
Chapter 5 The Creativity Workshop 73
Creativity's Impact on the Five Ps 74
Being Creative but Also Practical 78
Tools and Techniques for Generating Creative Concepts 80
Managing Creative Projects and Teams 86
On the CD 87
Chapter 6 Writing Well for Marketing and Sales 89
Writing Persuasively 90
Getting Serious about Testing Your Copy 100
Evaluating for High Involvement 104
Interpreting Your Ad Research to Select or Refine a Design 107
Designing for Stopping Power 108
Applying Great Writing to Your Web Site 111
A Final Check: Auditing Your Marketing Communications 112
On the CD 114
Chapter 7 Using Testimonials and Customer Stories 115
Effective Use of Testimonials - a Real-life Example 116
Borrowing a Page from Books 118
Why Quotes Work 118
Using Quotes in Catalogs 120
Seeking Customer Testimonials 122
Letting Testimonials Stand on Their Own 129
Using Customer Videos and Photos 130
And Now for an Easy Alternative 134
Selling Services with Customer Stories 134
On the CD 135
Part III Advertising Management and Design 137
Chapter 8 Planning and Budgeting Ad Campaigns 139
Defining Your Overall Advertising Goals 140
Having a Specific Objective for Each Ad 141
Testing Your Ad Design Against Your Objective 144
Budgeting Based on Objectives 146
On the CD 152
Chapter 9 Shortcuts to Great Ads 153
Do-It-Yourself Shortcuts 154
Creating Ad Concepts for Fun and Profit 159
Visual Shortcuts to Great Ads 168
On the CD 170
Part IV Power Alternatives to Advertising 171
Chapter 10 The Basics: Branding through Business Cards and Letterhead 173
Who Are You?: Establishing Brand Identity 174
Creating Your Name and Logo 175
"Selling" Your Business Cards 176
Designing Your Letterhead and Envelopes 180
Placing Brand Identity on Your Web Site 182
On the CD 182
Chapter 11 Essential Brochures, Catalogs, and Spec Sheets 183
Considering Your Needs 184
Beautiful Brochures 184
Digital Brochures 202
Captivating Catalogs 202
Spectacular Spec Sheets 206
Booklets and Books 208
Chapter 12 Planning Coupons and Other Sales Promotions 211
The Importance of Profit 211
How Promotions Affect Sales 213
Planning Coupon Programs 213
Some Alternative Approaches to Sales Promotions 222
On the CD 223
Chapter 13 Spreading the Word with Newsletters 225
Why You Need a Newsletter 226
Examining the Elements of a Newsletter 226
Looking for Inspiration from Top-Notch Newsletters 234
Learning from a Newsletter Case Study 238
Taking a Simplified Approach 240
Saving a Tree: Electronic Newsletters 242
On the CD 243
Chapter 14 Taking Advantage of Publicity 245
Publicity in Action 245
Just What Is Publicity? 247
How to Generate Great Publicity 248
The Press Release That's Going to Get You Publicity 252
Pitching Your Release to the Media 255
Creating Your Mailing List 259
Planning Your Publicity Program 262
On the CD 264
Part V Sales and Service Success 265
Chapter 15 Mastering the Sales Process 267
Walking through the Sales Process 268
Getting the Most out of Your Contacts 271
Making the Presentation 277
Asking for the Business 277
On the CD 278
Chapter 16 How to Close the Sale 279
Realizing That Closes Aren't Only for Salespeople 279
Mastering a Few Closing Techniques 280
Something Stinks! Passing the Prospect's Smell Test 288
On the CD 289
Chapter 17 The Sales Success Workshop 291
Improving the Flow of High-Quality Leads 291
Using Sales Collateral to Help Win 'Em Over 294
Overcoming Sales Setbacks 296
On the CD 300
Chapter 18 Dealing with Difficult Customers 301
Flexing Your Style to Be Customer Oriented 302
Utilizing the Difficult Customer Diagnostic 304
Making Sure Your Ads Are Stylin' 312
On the CD 313
Part VI The Part of Tens 315
Chapter 19 Ten Great Marketing Strategies 317
Sponsoring a Community Event 317
Finding the Right Trade Show 317
Remembering What Your Customers Like 318
Rewarding Large Purchasers 318
Sending Interesting Mailings 319
Allowing Customers to Access You Easily 319
Sharing the Customer's Pain 319
Letting Prospects Test You Out 320
Getting Everyone Talking about You 320
Working for Your Customer 320
Chapter 20 Ten Ways to Make Marketing Pay 321
Print It Yourself 321
Do More PR 321
Use More Distributors 322
Give More Product Away 322
Edit 322
Eat Out More 323
Slash Unproductive Programs 323
Invest More in Your Stars 323
Stage Events 323
Control Product Costs 324
Chapter 21 Ten-Plus Ways to Market on the Web 325
Have a Well-Defined Objective 325
Use a Power Name 326
Give Away Great Content 327
Check Your Files 328
Minimize Your Load Time 328
Create a Sense of Community 328
Hold Contests 329
Add a Weekly News Feature 329
Links 329
Appendix About the CD 331
Index 337

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  • Anonymous

    Posted April 23, 2004

    Excellent for the Pragmatic Novice

    Being new to marketing, it comes as no surprise to users of the 'Dummies' Series that I would turned to it, but not initially. I skimmed through it for about a half hour at B&N and along with other books and found it to be what I need as a novice . From this book you gain the concepts without the theories. A very practical book I recommend for any novice or small business owner who has limited resources for other solutions (i.e. hiring a marketing company or marketing director).

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