Steal These Ideas!: Marketing Secrets That Will Make You a Star / Edition 1by Steve Cone
Pub. Date: 09/28/2005
The marketer's guide to standing out from the crowd and connecting with consumers
As advertisements become more ubiquitous online and off, the struggle to really capture a customer's attention is heating up. In Steal These Ideas!, Second Edition, Steve Cone, internationally renowned marketing expert, reveals how to resonate with a target audience,/i>/b>
The marketer's guide to standing out from the crowd and connecting with consumers
As advertisements become more ubiquitous online and off, the struggle to really capture a customer's attention is heating up. In Steal These Ideas!, Second Edition, Steve Cone, internationally renowned marketing expert, reveals how to resonate with a target audience, providing a fresh perspective riddled with pearls of wisdom and wit. Full of practical ideas that the reader can learn in a matter of hours, and apply successfully to their business for years, Steal These Ideas! proved an instant classic on outside-the-box marketing when it first published in 2005, and this newly revised edition, refreshed for the present day, promises to have the same impact as it's predecessor.
- This new edition includes material on social networking, customer loyalty campaigns, building websites, and sending effective email blasts
- The book is illustrated throughout with examples of the good, bad, and ugly in advertising
- Includes new ideas on how to take full advantage of online marketing and social media
- Highlights the art of building an effective loyalty program, the power of public relations and sponsorship, and using a spokesperson
- Author Steve Cone is the Executive Vice President of AARP
Everything you didn't learn in business school (or in the field), Steal These Ideas! gives marketers the edge in today's fast-paced, oversaturated marketplace.
Table of Contents
Chapter 1 Billions and Billions Wasted……
McDonalds Almost Gets It.
New Challenges We Face and Five Rules To Live By.
What About Political Slogans?
Chapter 2 Three Hidden Ingredients in Every Winning Promotional Campaign.
The Ultimate Help-Wanted Ad.
The Early Days of Playboy Magazine.
Rolling Stone Magazine.
Pan American WorldPass and How Last Became First.
Other Quick Airline Stories about Creating Customer Excitement.
One for the Gipper.
Don't Leave Home Without It.
Toppling the Category Leader with one Perfect Sentence.
Peter Lynch, Lily Tomlin, and Don Rickles.
Chapter 3 What Makes A Brand Successful? How Do You Manage It.
Have A Unique Selling Proposition.
Insist On Strong Visual Imagery.
You Must Have Innovative and Reliable Products.
Memorable and Integrated Advertising-Always.
Chapter 4 How to Create a Unique Selling Proposition.
Three of My Favorite Unique Selling Propositions.
How to Create a USP.
Chapter 5 Using a Spokesperson to Maximum Effect.
How To Choose The Right Personality.
The Remarkable Betty White.
A Word About Voiceovers.
But What If My Spokesperson Does Something Really Bad?
Chapter 6 Kill All Art Directors (Well not Literally).
Five Tips to Readability.
The Great, The Good, The Bad and The Ugly.
Chapter 7 Learn From Magazines While They Still Exist….
Imagine Annual Reports That Get Read!
Chapter 8 Do the Reverse of Whatever GM Does.
The “Electronic Church” And How It “Out Marketed” Mainstream Religion And What You Can Learn From It.
Chapter 9 Less Is More Now More Than Ever.
Too Many Choices are too Confusing.
It’s as Easy as 1, 2, 3.
Chapter 10 The Three Most Important Customer Lessons—Especially For the Digital Age.
Lesson One: People Renew the Way they are Acquired.
Lesson Two: The Most Critical Time in a New Customer's Relationship is Right after her Immediate Purchase.
Lesson Three: Forget Complicated Clusters and Demographics.
A Common Mistake you Should NEVER Make.
Hey, But I Sell to Businesses and Not Directly to Consumers.
The Guthrie Lesson.
Chapter 11 Loyalty Reimagined.
Customers are Rarely Loyal.
Is There any New Thinking in the Loyalty Space?
It’s About Time.
Loyalty in the Not-for-Profit World.
Chapter 12 The Single Most Powerful Way to Get Customers to Love You.
Getting Your Promotional Letter Read or E-Mail Every Time.
The Absolute Power of Membership…..and Something American Express does Right.
Chapter 13 Making Sense of Media Planning.
Zig When Everyone else Zags.
TV and Radio Placement.
You Can Avoid Consumer Ad Skipping.
The Next Giant Leap in Ad Watching.
Has Radio Seen its Best Days?
Global media planning and placement.
Chapter 14 Making Social Networking Work For You.
Some Helpful Hints to Capitalize on Social Networking.
Questions I get Asked about the Future Direction of Media.
Pacing is Important.
Chat Rooms and Blogging.
Texting, Messaging, and Mobile.
Chapter 15 E Mauled—How To Avoid Consumer Rage.
Here are Steve's Three Tips to better E Mail interaction with Consumers.
Chapter 16 Web Wasted. Don't You.
Something No One Else Ever Does.
Chapter 17 No One Ever Bought Anything from an English Professor.
We are Wired as a Species to Say Yes!.
Chapter 18 Leveraging Boomer Power And More.
Eight Other Predictions Marketers Can Count On.
Minorities Becoming Majorities.
Marketing to the Sexes.
Looking Good For Good.
Chapter 19 Jingles All The Way.
What is a Jingle and How is it Used and Misused?
Make A Jingle Work For You.
Can a Well-Known Song Define a Product?
A New Term For Spoken Taglines.
We have Lost Our Way.
Chapter 20 The Future of Marketing.
MPP Will Make Customer Service Phone Operators Unnecessary.
Does PR Have a Role in a World of Instant Communication?
Tips on interacting with Reporters.
What about Investor Relations?
Do Sponsorships Make Sense Anymore—did they ever?
Chapter 21 How To Be A Marketing Star.
Managing your Staff.
How to Manage an Ad Agency so you Both Succeed.
What We Take for Granted We Shouldn't—Great Writing.
Chapter 22 Eight Tips To Being More Creative.
Chapter 23 Steal These Secrets Now.
About the Author.
and post it to your social network
Most Helpful Customer Reviews
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This book is good but has a lot of common sense tips. However, they are helpful reminders since some are focused on the little things many don't pay much attention to. For example, brand names and what makes them successful/manageable. Although it provides advice of things one should already know, it has funny parts to make it less boring; "No one ever bought anything from an English professor so, DO NOT WRITE LIKE ONE." The chapters are not long, they get to the point of each topic and make it so that one is okay with reading more and more. I know for me, if the chapter is extremely long, I don't really get motivated to keep reading, so I like that the chapters are short and simple. Not only that, it provides a lot of examples from other companies and even marketing from so many years ago; but it helps to visualize the differences and similarities of marketing from before and now. The author made great remarks on past mistakes and how to avoid making those same errors. I found myself skipping pages because there were too many examples, but overall, I felt that it didn't sugar coat anything and was very straightforward with it's tips and 'secrets' and was entertaining as well, by bringing the readers back in time while maintaining that modern feel of marketing.
This is a great book. Fun, easy, and get your creativity on fire and kept me up working all night :). It's true that nothing's new in the book. But it makes you re-assess what you're doing, and how to make it better. Definetly something I'll re-read and get ideas from. It would be wonderful if I can get some recommendations on other great books ...
Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. We recommend this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.
This book is a fun, fast read that will help both seasoned marketing professionals and novices. It's written in a clear cut, down to earth manner and chock-full of examples that help the reader understand what makes marketing campaigns successful. I came away with ideas that I could apply immediately, such as how to create more compelling marketing materials, how to foster relationships with customers who have the most impact on the bottom line, and pitfalls to avoid when developing a marketing campaign. My bookshelf is full of marketing books since I'm a marketing professional, but this is one book I'll actually re-read and keep referring back to.