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How to Sell More Stuff - Promotional Marketing That Really Works
     

How to Sell More Stuff - Promotional Marketing That Really Works

by Stephen Smith
 
With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.

Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between.

Overview

With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.

Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between.

How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.

Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:

- How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages.
- How to budget the program.
- Pitfalls, cautions, and opportunities.
- How to put it all together with procedures and checklists.
- Examples of leading promotions from Campbell Soup, General Mills, Stanley Tools, and Procter & Gamble.

Every business, from small businesses to agencies to corporations to sales organizations to B2Bs, want to increase sales. With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.


"Excellent read for anyone and everyone either ‘in’ or considering Sales Promotion work.”

- Gary Von Kennel, Chairman/CEO of Rapp Collins Worldwide

“’How to Sell More Stuff’ goes beyond promotional marketing theory into reality with must-know information from how to choose the right tactic to how to execute it to common cautions - so you'll sell more stuff. It's a must have book that you'll refer to time and time again.”

- Barbara Olson, Vice President, Carlson Marketing Group


"’Sell Stuff’ should be the benchmark for sales promotion, advertising, and marketing folks around the world for the next decade. Steve has the details nailed for every conceivable promotion opportunity and Don has provided the strategic overlays for all of them. For example: in the chapter on discounts Don says "think through what you want your customers to do and which groups you want to influence" and Steve offers over 50 possible scenarios. WOW!!”

- Bill Robinson, retired C.E.O. William A. Robinson, Inc.


“While some say that promotional marketing is a science of numbers and ROI (which it is), and others argue for the art of creatively engaging consumers (which they must), co-authors Smith and Schultz bridge this divide by helping readers master the craftsmanship needed for the best sales promotions. This why-and-how approach will be invaluable to brand marketers and their agency partners."

- Kathleen M. Joyce, Editorial Director, PROMO

Editorial Reviews

Promo Magazine - Kathleen Joyce
“While some say that promotional marketing is a science of numbers and ROI (which it is), and others argue for the art of creatively engaging consumers (which they must), co-authors Smith and Schultz bridge this divide by helping readers master the craftsmanship needed for the best sales promotions. This why-and-how approach will be invaluable to brand marketers and their agency partners."

Product Details

BN ID:
2940016494432
Publisher:
Stephen Smith
Publication date:
01/01/2005
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
380
File size:
7 MB

Meet the Author

Steve Smith is a veteran creative director, promotional planner and writer who’s experience includes advertising, promotional marketing, direct, performance, relationship, retail and business-to-business.

He’s held Vice President, Creative Director/Account Supervisor titles with world-class agencies including Campbell Mithun, Tracy-Locke, Draft Worldwide, Draft/FCB, Arc Worldwide and Publicis. He has been a freelance creative and consultant the last ten years, still working with major agencies plus his own clients.

Brands experience includes major national programs for Andersen Windows, Bell Mobile, Boise, Coca-Cola, Culligan, FedEx, Kraft, Lennox Heating/Cooling, McDonald’s, Nexstar Network of residential contractors, Pepsi, Pillsbury, Target, 3M, VeriSmart transaction systems, Verizon and more. He received a One Show Silver Award for Gibson Guitars and a Reggie Best Promotion Award for SuperAmerica Convenience Stores.

Steve’s hardcover promotional marketing book, How to Sell More Stuff, has nearly sold out it’s second national printing and a new edition is in the works with Professor Emeritus, Don E. Schultz. Steve has taught promotional marketing at the Loyola Graduate School of Business for six years, conducted the national “Promo U” workshop for three years at the annual Promo Expo in Chicago, and has been a writer and lecturer for the In-Store Marketing Institute.

Steve enjoys making music, family time, writing fiction, history and talking to perfect strangers.

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