Online Promotions: Winning Strategies and Tactics [Paperback]

Bill Carmody (Author)

Book Description

ISBN-10: 0471403989 | ISBN-13: 978-0471403982 | Publication Date: April 5, 2001 | Edition: 1

The only complete guide to creating and managing successful online promotions

Attracting customers and driving sales in today's increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques, measuring performance, promotion follow-up, and much more. He also covers a wide range of important related issues, including international and cultural concerns, legal issues, privacy and security, and others.

Editorial Reviews

From the Back Cover

At last-a comprehensive how-to guide for creating and managing promotions on the Web

Online Promotions

To beat the competition in today's crowded marketplace, it's important to learn about online promotion tools and how they can help you to attract new customers and increase sales. This much-needed hands-on guide provides all the information you'll need to create, manage, and follow up on promotions in the digital age. Beginning with Promotional Marketing 101, expert marketer Bill Carmody brings you quickly up to speed on the basics, then walks you through the entire process of using the Web to make your promotions work. In a friendly, easily accessible style, he explains the advantages of online promotions over conventional marketing, explores the latest new media technologies, and teaches you how to identify and implement the most appropriate promotion for your business needs.

With his expert advice, you'll be able to:
* Understand the different types of promotions-from sweepstakes to coupons, rebates, and loyalty programs
* Gather data and set clear objectives for your online promotion
* Navigate the legal aspects of online promotions and ensure privacy and security for your clients
* Decide whether to outsource your promotion campaign or keep it in-house
* Partner with another company to create a multibrand promotion
* Advertise your online promotion in the right places and increase your customer base
* Integrate lessons and promotional databases you acquired into your future marketing efforts

The companion Web site at www.wiley.com/compbooks/carmody contains:
* Sample promotions
* Basic templates for creating promotions
* A listing of industry contacts and resources

About the Author

BILL CARMODY has several years of experience devising online promotion strategies for such high-profile clients as 3Com, AOL, Microsoft, Visa, and Xerox. He's a frequent speaker at industry trade shows and conferences.

Product Details

• Paperback: 352 pages
• Publisher: Wiley; 1 edition (April 5, 2001)
• Language: English
• ISBN-10: 0471403989
• ISBN-13: 978-0471403982
• Product Dimensions: 9.1 x 7.4 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.3 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #1,423,402 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Expert advice from the voice of experience, May 25, 2001

By 

webjanet "jbarker" (Chicago, IL United States) - See all my reviews

This review is from: Online Promotions: Winning Strategies and Tactics (Paperback)

Truly a complete guide to creating promotions online! Bill Carmody writes this book from experience -- he's actually created many promotions for a variety of online and offline companies -- and he shares the things he has learned along the way. He also provides valuable examples of other online promotions, along with insight into how and why they worked.

The book also convers legal, technical, and measurement issues that I haven't seen adequately covered in many other books.

The book also begins with a primer on promotional marketing as a whole, giving newcomers a quick lesson in how the tried and true ideas of offline promotions can come to life online.

5 of 5 people found the following review helpful:

5.0 out of 5 stars The Definitive Online Promotions Resource, July 19, 2001

By 

"[e-mail]" - See all my reviews

This review is from: Online Promotions: Winning Strategies and Tactics (Paperback)

I loved the book, "Online Promotions." Bought it recently and couldn't put it down. The writing is easy to understand and sensible. This is not an academic textbook that puts you to sleep with university studies and conjecture. It's based on real life experience and examples from the field.

It's a definitive work for anyone seeking to use online promotions as part of a business development strategy or marketing campaign. I'm launching a new business based on a unique contest idea. The book was perfect for my needs.

The descriptions of lottery vs. sweepstakes vs. contest was worth many times the price of the book, compared to getting the information from an attorney. The sections on partnerships and multi-brand promotions were also excellent. The site flowchart in the book is very close to how I designed my site. I'm using an adaptation of it to explain it to my outsourced developers before they start coding. It is a handy tool.

The companion website has lots of great resources, too.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Tactics with solid and complete information, April 25, 2002

By 

Bruce D. Namerow (Washington, DC) - See all my reviews
(REAL NAME)   

This review is from: Online Promotions: Winning Strategies and Tactics (Paperback)

As an expert in online marketing, I often find the online marketing books that I read to be extremely shallow. This book is a definite exception. The author has not only pointed out high-level tactics, but explores the minute details that are critical to making an online promotion a success. This book is all you will need to get a complete how-to guide to online promotions.