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In Maximum Marketing, Minimum Dollars, small ...
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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.
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.
|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|
Posted March 5, 2009
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