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Propel: Five Ways to Amp-Up Your Marketing and Accelerate Business Paperback – August 22, 2012
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--Jay Conrad Levinson, the father of guerrilla marketing, author, Guerrilla Marketing series
"She draws on her years of experience with big-time brands and game-changing startups to provide a cutting-edge manifesto for marketers--and a manual to make things happen. This book will propel your business forward."
--William C. Taylor, cofounder, Fast Company, author of Practically Radical
"With her latest book, Whitney offers a savvy, up-to-the-minute perspective on how marketing and its various disciplines can jump-start a company's strategy and enhance its brand cachet. She offers straightforward ideas on strategy, storytelling, strength of message, simplicity of approach, and speed to market. A must-read for anyone whose job (or dream vocation) revolves around customers and the positioning and selling of a brand or service."
--Corey duBrowa, senior vice president of global communications and international public affairs, Starbucks
"If you've ever wished you could sit down for a few hours and have a conversation with a marketing expert, this is the book for you! Whitney's conversational writing style, peppered with real-world examples from a variety of business types, is a great way to get marketing advice from an expert."
--Lisa Stratton, senior marketing manager, Microsoft
"Whitney's keen understanding of marketing has led her to enable business evolution and growth across a spectrum of influence: from teams inside giants like Microsoft women-owned start-ups in Africa!"
--Maggie Winkel, Director of Merchandising for Nike, Inc.
Blending traditional marketing techniques with social media tools, Propel shows you how to identify opportunities at your fingertips and use them to build market share, boost brand loyalty, and generate more revenue--fast! Whitney Keyes has gathered a wide variety of success stories from behind-the-scenes interviews with senior executives at companies such as Alaska Airlines and Starbucks, as well as with the heads of arts organizations, savvy entrepreneurs, and Main Street mavericks.
She'll show you how to:
About the Author
More About the Author
While at Microsoft, Whitney managed global marketing campaigns, including the launch of Office 2000, an $8 billion business, and helped create the company's primary philanthropy program, Unlimited Potential. Prior to that, she worked for the City of Tacoma helping over 500 small businesses stay in business and started her career managing her family's retail store. Today, Whitney manages a consulting practice, delivers keynotes and facilitates workshops for national organizations including Small Business Administration and writes for business publications including the Seattle Post-Intelligencer's Biz Bite Blog. Whitney lives in Seattle, Washington, and can be reached through her website: WhitneyKeyes.com.
Top Customer Reviews
A complete approach to marketing requires five elements, which the author lists as Strategy, Story, Strength, Simplicity and Speed. The Strategy element includes setting vision, mission, values, goals and objectives, and conducting a SWOT analysis. The Story element is about creating your brand package, finding customer segments and target markets, and customer relationship management. The Strength element is about managing the relationship cycle to retain current customers and obtain referrals, partnering with others in marketing efforts, and using the media. The Simplicity element includes creating an action plan and taking advantage of your existing opportunities. The Speed element is about monitoring results and making quick adjustments to gain optimal results.
Some years ago, marketing was mainly about convincing people to buy pre-defined goods or services and it involved the four Ps of price, product, promotion and place. Now, marketing as described in this book seems to be an integral part of designing the business itself, encompassing the business's strategic planning. The chapter on forming partnerships with others - including business rivals - contained some particularly interesting ideas.
Although the author has a background working with very large organisations, the book will be particularly useful for those who have limited marketing experience and are starting up businesses or running small or medium-sized businesses or non-profit organisations.
Keyes identifies "five of the most common marketing mistakes [she] has ever seen" (Pages 20-23) and then offers five principles that serve as the foundation of the aforementioned "rock-solid approach that works like a charm every time." She organizes the material within five Parts (10 chapters) and includes a diagnostic exercise ("The Marketing Insight") in each of the chapters. I think the material she offers is basic. I have no quarrel with the information, insights, and advice provided. However, answering the question, "Who is our customer?" should be among the first components of any program to create or increase demand. Next, "How can we create or increase their demand for what we offer." Only then and not before, formulate strategies and select tactics, write mission and vision statements, identify core values, set goals, etc.Read more ›
Most Recent Customer Reviews
Propel is the perfect book for startups, non-profits and small businesses who need to grasp the basic elements and implications of Marketing quickly. Read morePublished 17 months ago by L. Newcomb
Propel is easy to read, understand and follow. The readability of the book encourages to reader use Propel as a guide to successful implementation of its principles. Read morePublished 18 months ago by Patt Lathan
Everyone should read this book. Ms. Keyes unique ability to present relevant marketing tactics and insight in a intelligent and applicable way will have you wishing you picked up... Read morePublished 18 months ago by Andrew
Whitney is both clear and colorful in her description of a successful marketing plan. Her prescriptive approach makes it easy for anyone new to marketing, and business ownership,... Read morePublished 19 months ago by Claudia Galea
Whitney was the keynote speaker at the Seattle Women's Business Exchange. She shared her career path with us, all the ups and the downs. Read morePublished 21 months ago by Larissa Vidal
A great tool for marketing professionals. Keyes offers many clear and helpful marketing tips to help grow your business! A must read!Published 22 months ago by Liz Roland
I am currently working with a company on re-branding and this book was an excellent first read. Just by reading the first chapter we had a checklist a mile long to get started on. Read morePublished on January 20, 2014 by Cody S Kratzer
As a certified finance geek, marketing is absolutely NOT one of my fortes. It scared me, confused me and, as such, I ignored it. Read morePublished on December 15, 2013 by Debbie Todd
If you need an additional boost with in your marketing strategy, pick up this book to get you going. There are many good ideas and ways to think about growing
your business. Read more