On public transport, in the doctor s waiting room, while downloading a video from the Internet, consumers have proved 2 to 3 times more receptive to advertising than when sitting in front of their television. Wait marketing helps companies turn consumers waiting time into the perfect opportunity to communicate in an innovative and effective way. This easy to implement method is aimed at all companies, start-ups and large corporations looking for solutions to save significant part of their budget, as well as advertisers and agencies in search of affordable solutions to increase the impact of their communication. With wait marketing advertising becomes affordable. This genuine practical guide will accompany companies in the design, implementation and follow-up of wait marketing campaigns: - How to define and negotiate a communications budget? - Which media and partners to select? - How to reach, convince and convert consumers?
Book Description
Editorial Reviews
Review
"Convincing" --Résumés, Expansion's Selection of the Best Business Books, n°105, March 2007.
About the Author
Prof. Diana Derval, inventor and guru of wait marketing, has gained a 360° advertising expertise from 15 years working with advertisers (TomTom, Société Générale, ALD Automotive, Magasins U, ViaMichelin), marketing agencies (Manalee, Purple Guru) and media (TF1 Publicité). Author of the book Wait marketing: communiquer au bon moment, au bon endroit published by Editions d'Organisation, Harvard Business School Press partner in Europe, Diana Derval has a Masters Degree in Marketing & Communications and holds an Executive MBA from ESSEC-Mannheim Business School. Founder of DervalResearch, Diana Derval helps companies define and implement winning communications strategies. She initiated the Wait Marketing Research Centre a must have tool in order to communicate at the right moment at the right place which offers exclusive data on customers waiting behavior gathered in Europe, Africa, Asia and North America. Diana Derval is Professor of Marketing at the University of Wales MBA/Robert Kennedy College and gives lectures and workshops on wait marketing and contextual advertising at other prestigious Business Schools and leading professional associations.
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Most Helpful Customer Reviews
5.0 out of 5 stars
Great Insight for all Marketers,
By
This review is from: Wait Marketing: Communicate at the Right Moment at the Right Place (Perfect Paperback)
Marketing is increasing in complexity. Wait marketing not only provides a framework for reaching people in innovative ways, but it is also packed full of both examples and worldwide research that will help you build a strong business case. It provides the why, the what and the how of reaching consumers and the best part was - all the information is set out in such an easy to read form. Great insight.
4.0 out of 5 stars
Getting creative with your marketing,
By
This review is from: Wait Marketing: Communicate at the Right Moment at the Right Place (Perfect Paperback)
Reading Professor Derval's book, my mind couldn't stop thinking of new, unique ways to use Wait Marketing to promote my business. Wait Marketing, while full of research on the state of Advertising today, is also a fairly quick and easy read. Diana makes her points clearly.
As an entrepreneur myself, I really got hooked when she began her discussion of the 6ms in Chapter 5. This is when Diana begins showing how to implement the concepts of Wait Marketing. But the overriding experience for me were the ideas that kept popping up in my head as I read. That, for me, was the greatest benefit of Diana's book and I sense that the essence of Wait Marketing and how to implement the concepts correctly lies in our ability to get outside our boxes and get creative because consumers today are growing tired of being forced to view ads. Phil Davis
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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media consumption, wait marketing, ambient marketing, memorization rate, animated print, contextual advertising, waiting behavior, waiting situations, buzz marketing, communications budget Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Diana Derval, Media Intelligence, Publicis Group, Derval Diana, Ediscience International, Wiley Publishing Inc, Kate Sirkin, Nestlé Purina, Goldbach Media Management, United States, Second Life, Houghton Mifflin, Jay Conrad, Derval Research, Eletronic Media Guide, Student Single, Communications Integration, Justin Edge, Pearson Education, Edward de Bono, Great Britain, Millward Brown, Six Sigma, Alain Bernard New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
media consumption, wait marketing, ambient marketing, memorization rate, animated print, contextual advertising, waiting behavior, waiting situations, buzz marketing, communications budget Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Diana Derval, Media Intelligence, Publicis Group, Derval Diana, Ediscience International, Wiley Publishing Inc, Kate Sirkin, Nestlé Purina, Goldbach Media Management, United States, Second Life, Houghton Mifflin, Jay Conrad, Derval Research, Eletronic Media Guide, Student Single, Communications Integration, Justin Edge, Pearson Education, Edward de Bono, Great Britain, Millward Brown, Six Sigma, Alain Bernard New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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