The Ten Minute Marketer's Secret Formula by Tom Feltenstein
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 oldestbuilding local customer loyalty
Why everything you need to grow their business they already have
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.