The Ten Minute Marketer's Secret Formula

Overview

A guide to the simplicity and power of neighborhood marketing by the man who perfected the art for McDonald's Corporation

Trying to pull in business beyond a 10- minute drive of one's enterprise is a waste of time, money, and the chance for enviable success. That's the eye-opening assertion of the modern-day father of strategic neighborhood marketing, Tom Feltenstein, in The Ten Minute Marketer Handbook.

Echoing his mentor, McDonald's late ...

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Overview

A guide to the simplicity and power of neighborhood marketing by the man who perfected the art for McDonald's Corporation

Trying to pull in business beyond a 10- minute drive of one's enterprise is a waste of time, money, and the chance for enviable success. That's the eye-opening assertion of the modern-day father of strategic neighborhood marketing, Tom Feltenstein, in The Ten Minute Marketer Handbook.

Echoing his mentor, McDonald's late founder Ray Kroc, that "it's all local," Feltenstein makes a powerful argument for focusing on one's own backyard.

He describes how to win against bigger companies, bigger ad budgets, and bigger campaigns, explaining in detail:

  • Why mass-media marketing is a dead end
  • Why the best marketing strategy is the oldest—building local customer loyalty
  • Why everything you need to grow their business they already have
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Product Details

  • ISBN-13: 9781932531084
  • Publisher: Entrepreneur Press
  • Publication date: 9/28/2004
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 7.78 (w) x 9.32 (h) x 0.90 (d)

Meet the Author

Tom Feltenstein has counseled some of the world's best-known retailers, e-stores, hotels, and restaurants, including Hyatt Hotels & Resorts, Subway, Ben & Jerry's, Disney Development Company, and Westin Hotels.

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Table of Contents

Foreword
Introduction : it's all local
Ch. 1 The problem with mass media advertising 1
Ch. 2 The most profitable medium : your four walls 11
Ch. 3 Check out the neighborhood 17
Ch. 4 Read the tea leaves 39
Ch. 5 Adventures in promotion 49
Ch. 6 Hire eagles, not turkeys 59
Ch. 7 Plan to implement your plan 73
Ch. 8 Win the customers in your backyard 83
Ch. 9 Market to your employees 97
Ch. 10 Market to your existing customers 105
Ch. 11 Your unique selling experience 115
Ch. 12 Plan your attack 123
Ch. 13 Merchandise the zone 129
Ch. 14 Case studies : pluck, not luck 137
Ch. 15 Choose winning tactics 141
Ch. 16 Neighborhood tactical support 147
Ch. 17 Diversity marketing 155
Ch. 18 Powerful promotional messages 169
Ch. 19 18 immutable laws of advertising 177
Ch. 20 Effective copywriting 183
Ch. 21 Deadlines and supply lines 195
Ch. 22 Leverage your business with external consultants 201
Ch. 23 Keep your plan on track with lieutenant MAC 209
Ch. 24 Validate your victories 213
Ch. 25 Marketing commandments 221
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