Maribeth Kuzmeski

...and the Clients Went Wild!, Revised and Updated

How Savvy Professionals Win All the Business They Want

• Broschiertes Buch

Produktbeschreibung

Combine social media with traditional marketing techniques for breakthrough results!

While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods--traditional, online, or both--to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right?
Find real-life examples of success from some of today's best businesses
Shows how to integrate and benefit from both traditional and new marketing methods
Uses the proven business growth strategy Red Zone Marketing(r) as a central concept
Author has proven the concepts successful in her work for numerous major clients

Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with And the Clients Went Wild!

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Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1W118156290
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 27. Dezember 2011
• Englisch
• Abmessung: 230mm x 154mm x 25mm
• Gewicht: 353g
• ISBN-13: 9781118156292
• ISBN-10: 1118156293
• Artikelnr.: 33874435

Autorenporträt

MARIBETH KUZMESKI, MBA, is the founder of Red Zone Marketing, Inc., which consults to Fortune 500 firms on strategic marketing planning and business growth. A frequent national media contributor and international speaker, Maribeth shares her research and case studies on what is working today in sales and marketing. She has a degree in journalism from Syracuse University and an MBA from The George Washington University. Maribeth lives in the Chicago, Illinois, area with her husband and two teenagers. www.RedZoneMarketing.com

Inhaltsangabe

Acknowledgments xi
Introduction xiii
CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients
and Prospects into Raving Fans 1
PART I The Principles 5
CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?:
Build Client Delight Through Your Differentiation 7
CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and
a Call to Action: What's Really in It for Them 18
CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging
Worthy of a Pass-Along 27
CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental
Growth: Find and Cultivate Centers of Influence to Move Your Message Fast
37
CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your
Game Plan: Good Execution Is Better than Good Strategy 53
PART II The Playbook: Online and Traditional Marketing Techniques 61
CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality:
Design Your Own Marketing Action Plan 63
CHAPTER 8 Build a Brand Identity on a Shoestring Budget: Spending Time
Effectively Can Be Worth More Than Money 101
CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113
CHAPTER 10 Techniques for Creating a Memorable Experience: Give 'Em
Something to Talk About! 122
CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies
for Increasing Your Introductions to Others 134
CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet
Presence into a Moneymaker 147
CHAPTER 13 Social Media: Effective Strategies that Don't Consume All of
Your Time 160
CHAPTER 14 Permission-Based Marketing: Strategies for Successful E-Mail and
E-Newsletters 174
CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising,
Newspaper, and Other Mediums that Still Cause People to Buy 187
CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good
Old-Fashioned Mail 196
CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group
Presentations 209
CHAPTER 18 Media Methods to Gain Celebrity Status: Take Advantage of Hot
Topics, Timely Events, and Unique Twists to Attract Attention 226
CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies
Working Today 241
Notes 255
Index 257