Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business

Overview

Ask small-business owners to name their number one goal, and they'll tell you their chief priority is to increase sales. The trouble is, while entrepreneurs are often terrific at their core businesses, most have little or no marketing experience or know-how. In fact, the U.S. Small Business Administration confirms the two biggest reasons for small business failure are lack of effective marketing programs and undercapitalization.

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Overview

Ask small-business owners to name their number one goal, and they'll tell you their chief priority is to increase sales. The trouble is, while entrepreneurs are often terrific at their core businesses, most have little or no marketing experience or know-how. In fact, the U.S. Small Business Administration confirms the two biggest reasons for small business failure are lack of effective marketing programs and undercapitalization.

In Maximum Marketing, Minimum Dollars, small business marketing expert Kim T. Gordon reveals a wealth of new twists on tried-and-true marketing methods. Gordon, whose friendly, sage advice counsels three million business owners monthly in Entrepreneur magazine, here leads readers step-by-step through 50 innovative, affordable tactics to generate sales.

Maximum Marketing, Minimum Dollars addresses every element of small-business marketing-from creating an online marketing program and winning referrals to forging alliances and establishing a public relations program. Gordon tells the marketing success stories of small businesses nationwide to demonstrate how to fuel business growth using aggressive, targeted, but inexpensive methods.

Maximum Marketing, Minimum Dollars reveals the marketing lessons essential to entrepreneurial success.

Highlights

Small-business owners and entrepreneurs will learn how to:

• Implement powerful marketing tactics while staying on budget.

• Identify the right market niches and conduct customer research.

• Leverage the marriage of marketing and new technology-email lists, Web sites, and online public relations.

• Reinvent traditional tactics such as trade magazine, radio, and TV advertising.

• Combine sales and marketing for a low-cost one-two punch.

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Product Details

  • ISBN-13: 9781419520020
  • Publisher: Kaplan Publishing
  • Publication date: 4/1/2006
  • Pages: 240
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.51 (d)

Table of Contents

Preface ix
Introduction xiii
1 Create Your online Identity 1
1 Pick the Right Domain Name 3
2 Save with Do-It-Yourself Design 5
3 Create Compelling Online Content 9
4 Make E-commerce Pay 12
2 Market Your Site 17
5 Build Your Own Opt-in List 18
6 Set Up an In-House Database 21
7 Maximize Customer Retention with E-mail 23
8 Create a Company E-newsletter 26
9 Send Low-Cost E-mail Promotions 29
3 Build an Online Program 35
10 Target Your Best Prospects 36
11 Master Paid Search 37
12 Optimize Your Site 41
13 Place Online Advertising 45
14 Market through Third-Party E-newsletters 49
15 Maximize Returns from Income-Generating Programs 51
16 Launch a Blog 54
4 Make Pr Profitable 57
17 Establish a Media Relations Program 57
18 Add Online PR 63
19 Create a Press Kit 65
20 Organize Your Own PR Radio Tour 66
21 Design an Event 71
22 Build Grassroots Buzz 74
23 Get "Star Power" with a Celebrity Spokesperson 75
5 Think Outside the Box 77
24 Explore Out-of-Home Marketing 78
25 Choose the Newest Technology 83
26 Be Inventive with Place-Based Media 84
27 Create Your Own Place-Based Opportunities 89
6 Save While Going Postal 93
28 Make an Impact with Dimensional Mail 94
29 Reduce Costs with Marriage Mail 98
30 Write a Great Sales Letter 100
7 Increase Sales with Relationship Marketing 109
31 Create Referral Relationships 110
32 Market to "Influentials" and "Influencers" 114
33 Learn the Steps to Winning Referrals 115
34 Motivate Customers with Rewards 120
35 Set Up Your Own Loyalty Program 124
8 Team for Dollars 129
36 Forge Competitive Alliances 130
37 Expand Your Business with Partnership Marketing 133
38 Make Networking Pay 138
9 Find the Perfect Niche 145
39 Target Niche Markets 146
40 Save with Multicultural Marketing 152
41 Conduct Your Own Customer Research 159
10 Reinvent Traditional Tactics 163
42 Benefit from Newly Affordable Cable TV 163
43 Maximize Response with Radio Sponsorships 168
44 Learn Smart Ways to Use Magazines 175
11 Try Something New 181
45 Reach Big-Screen Audiences 181
46 Get Close to Customers with Experiential Marketing 186
47 Send Mat Releases to Papers Nationwide 191
12 Put it All Together 195
48 Combine Sales with Marketing 196
49 Choose the Right Tactics 198
50 Create Your Own Marketing Program 201
Notes 209
Index 213
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