Marketing Kit for Dummies, For Dummies Series, Alexander Hiam, Book

Product Details

Pub. Date: February 2009
Publisher: Wiley, John & Sons, Incorporated
Format: Paperback, 368pp
Sales Rank: 294,118

Series: For Dummies Series
ISBN-13: 9780470401156
ISBN: 047040115X
Edition Number: 3

Synopsis

In his bestselling Marketing For Dummies, Alexander Hiam reveals the secrets of effective marketing. Now, in this indispensable book-and-CD kit he gives you the practical tools you need to implement effective campaigns right away, from ready-made planning forms to easily customizable and prototypes to a simple Web site template.

Discover how to:

Create buzz with publicity
Research, plan, and budget effectively
Set up winning sales and promotions
Generate sales with action ads
Launch effective Web campaigns

About the Author:
Alexander Hiam teaches management at the University of Massachusetts at Amherst and runs a training and consulting firm. He is also the author of Marketing For Dummies.

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Biography

Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.

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From the Publisher

Attract new customers and boost your sales a surefire marketing plan

Want to launch a powerhouse marketing campaign? This resource-packed tool kit shows you step by step how to implement and execute effective marketing strategies in today's viral world. You'll improve customer communications, create buzz with publicity, set up winning sales promotions, launch successful Web campaigns, generate sales with action ads, and much more.

� Create a breakthrough marketing plan�set your objectives, adjust for the economic cycle, plan your marketing communications, and cut costs while maximizing impact

� Design hard-hitting ads for your campaign�get insights and how-to tips for creating winning ads that produce leads and sales

� Increase your brand identity�from business cards to brochures, catalogs to coupons, newsletters to blogs, get your message across

� Hone your marketing skills�improve your customer service, market research, creativity, and writing for marketing, sales, and the Web

Open the book and find:

� The Five-Minute Marketing Zone Plan

� Low-cost and no-cost marketing ideas

� Advertising alternatives, including newsletters and press releases

� Insights on successfully closing the sale

� How to impress and retain current customers

� Ways to create an advertising budget that works for you

The value-packed CD includes:

Marketing plan, budget, and newsletter templates

Editable marketing audits

Sales Projection and Advertising Objectives worksheets

Mini-library of professional images

Various ad templates

Sample postcard, business card, and logo designs

Product Details

Pub. Date: February 2009
Publisher: Wiley, John & Sons, Incorporated
Format: Paperback, 368pp
Sales Rank: 294,118

Series: For Dummies Series
ISBN-13: 9780470401156
ISBN: 047040115X
Edition Number: 3

Table of Contents

	Introduction	1
	About This Book	1
	Conventions Used in This Book	2
	What You're Not to Read	2
	Foolish Assumptions	3
	How This Book Is Organized	3
	Icons Used in This Book	5
	Where to Go from Here	6
Part I	Tools for Designing Great Marketing Programs	7
Chapter 1	Boosting Your Business with Great Marketing	9
	Understanding the Benefits of Marketing	9
	The Heart of the Matter: Knowing What Your Business Needs	11
	Designing Your Marketing Program	15
	Exercising Your Marketing Imagination	20
	The Five-Minute Marketing Plan	23
	On the CD	24
Chapter 2	Auditing Your Marketing to Achieve Your Business Goals	25
	Performing a Marketing Audit	26
	Examining the Parts of the Audit	28
	Using Your Results to Plan Your Attack	32
	On the CD	35
Chapter 3	Marketing Plans	37
	Considering Marketing Plan Designs	38
	Writing Your Marketing Plan the Easy Way	39
	Using the Marketing Plan Template	41
	Developing the Strategy Section of Your Plan	44
	Goal-Oriented Marketing Experiments	53
	Planning Benchmarks for Marketing Communications	54
	On the CD	56
Part II	Boosting Your Marketing Skills	57
Chapter 4	The Customer Research Workshop	59
	Talking to Your Customers	60
	Auditing Your Customer Service	62
	Using Experimentation as a Research Technique	70
	On the CD	71
Chapter 5	The Creativity Workshop	73
	Creativity's Impact on the Five Ps	74
	Being Creative but Also Practical	78
	Tools and Techniques for Generating Creative Concepts	80
	Managing Creative Projects and Teams	86
	On the CD	87
Chapter 6	Writing Well for Marketing and Sales	89
	Writing Persuasively	90
	Getting Serious about Testing Your Copy	100
	Evaluating for High Involvement	104
	Interpreting Your Ad Research to Select or Refine a Design	107
	Designing for Stopping Power	108
	Applying Great Writing to Your Web Site	111
	A Final Check: Auditing Your Marketing Communications	112
	On the CD	114
Chapter 7	Using Testimonials and Customer Stories	115
	Effective Use of Testimonials - a Real-life Example	116
	Borrowing a Page from Books	118
	Why Quotes Work	118
	Using Quotes in Catalogs	120
	Seeking Customer Testimonials	122
	Letting Testimonials Stand on Their Own	129
	Using Customer Videos and Photos	130
	And Now for an Easy Alternative	134
	Selling Services with Customer Stories	134
	On the CD	135
Part III	Advertising Management and Design	137
Chapter 8	Planning and Budgeting Ad Campaigns	139
	Defining Your Overall Advertising Goals	140
	Having a Specific Objective for Each Ad	141
	Testing Your Ad Design Against Your Objective	144
	Budgeting Based on Objectives	146
	On the CD	152
Chapter 9	Shortcuts to Great Ads	153
	Do-It-Yourself Shortcuts	154
	Creating Ad Concepts for Fun and Profit	159
	Visual Shortcuts to Great Ads	168
	On the CD	170
Part IV	Power Alternatives to Advertising	171
Chapter 10	The Basics: Branding through Business Cards and Letterhead	173
	Who Are You?: Establishing Brand Identity	174
	Creating Your Name and Logo	175
	"Selling" Your Business Cards	176
	Designing Your Letterhead and Envelopes	180
	Placing Brand Identity on Your Web Site	182
	On the CD	182
Chapter 11	Essential Brochures, Catalogs, and Spec Sheets	183
	Considering Your Needs	184
	Beautiful Brochures	184
	Digital Brochures	202
	Captivating Catalogs	202
	Spectacular Spec Sheets	206
	Booklets and Books	208
Chapter 12	Planning Coupons and Other Sales Promotions	211
	The Importance of Profit	211
	How Promotions Affect Sales	213
	Planning Coupon Programs	213
	Some Alternative Approaches to Sales Promotions	222
	On the CD	223
Chapter 13	Spreading the Word with Newsletters	225
	Why You Need a Newsletter	226
	Examining the Elements of a Newsletter	226
	Looking for Inspiration from Top-Notch Newsletters	234
	Learning from a Newsletter Case Study	238
	Taking a Simplified Approach	240
	Saving a Tree: Electronic Newsletters	242
	On the CD	243
Chapter 14	Taking Advantage of Publicity	245
	Publicity in Action	245
	Just What Is Publicity?	247
	How to Generate Great Publicity	248
	The Press Release That's Going to Get You Publicity	252
	Pitching Your Release to the Media	255
	Creating Your Mailing List	259
	Planning Your Publicity Program	262
	On the CD	264
Part V	Sales and Service Success	265
Chapter 15	Mastering the Sales Process	267
	Walking through the Sales Process	268
	Getting the Most out of Your Contacts	271
	Making the Presentation	277
	Asking for the Business	277
	On the CD	278
Chapter 16	How to Close the Sale	279
	Realizing That Closes Aren't Only for Salespeople	279
	Mastering a Few Closing Techniques	280
	Something Stinks! Passing the Prospect's Smell Test	288
	On the CD	289
Chapter 17	The Sales Success Workshop	291
	Improving the Flow of High-Quality Leads	291
	Using Sales Collateral to Help Win 'Em Over	294
	Overcoming Sales Setbacks	296
	On the CD	300
Chapter 18	Dealing with Difficult Customers	301
	Flexing Your Style to Be Customer Oriented	302
	Utilizing the Difficult Customer Diagnostic	304
	Making Sure Your Ads Are Stylin'	312
	On the CD	313
Part VI	The Part of Tens	315
Chapter 19	Ten Great Marketing Strategies	317
	Sponsoring a Community Event	317
	Finding the Right Trade Show	317
	Remembering What Your Customers Like	318
	Rewarding Large Purchasers	318
	Sending Interesting Mailings	319
	Allowing Customers to Access You Easily	319
	Sharing the Customer's Pain	319
	Letting Prospects Test You Out	320
	Getting Everyone Talking about You	320
	Working for Your Customer	320
Chapter 20	Ten Ways to Make Marketing Pay	321
	Print It Yourself	321
	Do More PR	321
	Use More Distributors	322
	Give More Product Away	322
	Edit	322
	Eat Out More	323
	Slash Unproductive Programs	323
	Invest More in Your Stars	323
	Stage Events	323
	Control Product Costs	324
Chapter 21	Ten-Plus Ways to Market on the Web	325
	Have a Well-Defined Objective	325
	Use a Power Name	326
	Give Away Great Content	327
	Check Your Files	328
	Minimize Your Load Time	328
	Create a Sense of Community	328
	Hold Contests	329
	Add a Weekly News Feature	329
	Links	329
Appendix	About the CD	331
	Index	337

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BUY IT NEW

BUY IT USED

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Synopsis

Biography

Customer Reviews

From the Publisher

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Table of Contents

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More by This Author

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