301 do-it-yourself marketing ideas developed-- and proven to work-- by the country's most innovative companies.
Book Description
Editorial Reviews
From Library Journal
This book, the second of the "301" titles (301 Great Management Ideas from America's Most Innovative Small Companies, Inc., 1995), offers a series of vignettes grouped by 15 subjects. The categories include advertising, competition, distribution, global, Internet and online, market research, materials, partnering, selling, and trade shows. The topics can be read contiguously, browsed, or referred to through the index. Taken from interviews and suggestions from successful business managers as well as from recent Inc. articles, each idea is outlined with suggested implementations and is written in an attention-getting style. Jay Coward Levinson (Guerilla Marketing, LJ 2/15/84) provides the introduction. Like its predecessor, this book should be in every public, academic, and marketing library collection.?Littleton M. Maxwell, Univ. of Richmond, Va.
Copyright 1997 Reed Business Information, Inc.
Copyright 1997 Reed Business Information, Inc.
Excerpt. © Reprinted by permission. All rights reserved.
Idea #123 E-mail, or Else!
Some companies, who used to communicate with distributors, retailers, sales representatives, and suppliers by phone, fax, and mail, are discovering e-mail communication is a better way to go. In fact, Craig Aberle, president of MicroBiz, of Mahwah, N.J., demands it. Get e-mail or get lost: This was the ultimatum issued by MicroBiz, a software development company, to nearly 1,000 with whom it does business. About 95% of MicroBiz's 4% million in sales comes through resellers across the country. Aberle sent each a letter, saying, "We require all dealers to get on e-mail, or we won't give you any leads." Initially, people grumbled. Within a few months, however, everyone was online. As a result, MicroBiz's monthly phone bill has dropped from $35,000 to $16,000. Now, rather than call resellers with leads, employees e-mail them. And dealers have started e-mailing one another with ideas and referrals.
Idea #119 Cooking Up Sales
When you're selling to a foreign prospect, the pomp and circumstance of formal meetings may interfere with closing a deal. After years of selling internationally, Wayne Cooper decided to balance the formality with an evening of decidedly casual entertaining. It began when Cooper, CEO of Arcon Manufacturing in Charlotte, N.C., invited a delegation from China to his ranch to cook up their own favorite dishes. "They had been on the road for a month and missed their native cuisine," explained Cooper. Now he turns his kitchen over to visiting business travelers as often as once a month. Usually, the groups cook just for themselves, Cooper, and his wife, Judy. The emphasis is on socializing, but, of course, there's often a business payoff in the end. In the case of the Chinese delegation, Arcon, which builds grain silos, closed a sale the very next day that it had been negotiating for a year and a half.
Product Details
Would you like to update product info or give feedback on images?
|
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
26 of 26 people found the following review helpful:
5.0 out of 5 stars
Oh YEAH!,
By peachpie@telusplanet.net (Canada) - See all my reviews
This review is from: 301 Do-It-Yourself Marketing Ideas: From America's Most Innovative Small Companies (Paperback)
This is just an awesome book. Great for a new biz or anestablished one looking for some *real* actual used strateges in thefollowing catagories: advertising, competition, materisals, internet, promotions, public relations, marketing. For example, one woman used the previously complied data on her customers to write 3000 letters asking why they no longer visted her shop. 290 people wrote back! She quickly found out she had an unfriendly manager and needed to expand her product line! PRESTO! For the price of a couple hundred dollars in postage she got the direct link to her customers and won them, and new ones back. This is just an AWESOME book. I'm just starting out, but I love the *real* examples, straight to the point, helpful ideas that just fire-off creative ways to get customers beating down your door. A total must have if your a serious business person looking to please customers and make $$!
9 of 9 people found the following review helpful:
5.0 out of 5 stars
Gave me more ideas than any I've read!,
By
Amazon Verified Purchase(What's this?)
This review is from: 301 Do-It-Yourself Marketing Ideas: From America's Most Innovative Small Companies (Paperback)
This is BY FAR the best book I've read of marketing ideas. It contains not just the "ideas", but also actual case histories of the ideas and WHY they worked for that particular company. I have 4 solid pages of notes from this book of things I'd like to try....both for the home-based business I'm starting and for the marketing communications company I work for. Other books I've read (and there have been a lot) are too general and are not creative enough. There are dozens and dozens of ways to market, and this is the only book I've read that explores ideas that are off the beaten path (and work because of that). Examples: pay others in complimentary businesses a finder's fee to give you business; sponsor association site (offer discount to members); have defunct company's phone message refer customers to your business (with you paying balance of Yellow Pages fee in return). Just a sample of the simple but effective ideas found in this book.
12 of 13 people found the following review helpful:
5.0 out of 5 stars
Very good book,
By A Customer
This review is from: 301 Do-It-Yourself Marketing Ideas: From America's Most Innovative Small Companies (Paperback)
This is a book for every single business owner. If you don't get 20 ideas minimum from it I'd be very surprised.
Share your thoughts with other customers: Create your own review
|
|
What Other Items Do Customers Buy After Viewing This Item?
Tags Customers Associate with This Product(What's this?)Click on a tag to find related items, discussions, and people.
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
