Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It

Overview

Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not ...

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Sticky Marketing: Why Everything in Marketing Has Changed and What to do About It

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Overview

Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement,' not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. 

Sticky Marketing proves that marketing should be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention.

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Editorial Reviews

From the Publisher
"This book affords a detailed examination of the ways in which the world is evolving in the 21st century... Summing Up: Recommended." - CHOICE Magazine 

"[T]houghtfully outlines the new, "sticky" method of marketing, explaining why "customer engagement" reigns supreme. [Leboff] lays out the ABCs of "sticky marketing," including helpful summaries at the conclusions of each chapter. getAbstract recommends that all marketers give this a thorough read and refer to it often." -getAbstract

From Amazon reviewers:

"[P]rovided some new and interesting points.. a worthwhile read." -Jessica Cave

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Product Details

  • ISBN-13: 9780749460501
  • Publisher: Kogan Page, Ltd.
  • Publication date: 2/28/2011
  • Pages: 240
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Grant Leboff is the founder of The Intelligent Sales Club Ltd., a consulting firm that advises clients on sales and marketing strategies.  He is a regular speaker at conferences around the world, and he has contributed to many business magazines and newspapers, including The Financial Times.  He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner.

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Table of Contents

Part 1: Prologue
What the Sex Pistols taught me about marketing

Part 2: Setting the scene
1. Printing press to internet
2. Scarcity to abundance
3. Transactions to engagement

Part 3: Developing an effective marketing strategy
4. Benefits to problems
5. Products to experiences
6. Unique selling point to customer engagement points

Part 4: Communicating the message
7. Messages to conversations
8. Image to reputation
9. Controlling to sharing

Part 5: Conclusion
10. It's not about you, it's about the customer

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