The 10 Minute Marketer's Secret Formula [ILLUSTRATED] (Paperback)

by Tom Feltenstein (Author) "sEVERAL YEARS AGO BRITISH RAIL, the company that operates most of Britain's rail service, discovered that its ridership had gone into a steep decline..." (more)
Key Phrases: unique selling experience, neighborhood marketing, neighborhood marketer, New York, British Rail, Marine Corps (more...)

Editorial Reviews

Product Description
A guide to the simplicity and power of neighborhood marketing by the man who perfected the art for McDonald's Corporation

Trying to pull in business beyond a 10- minute drive of one's enterprise is a waste of time, money, and the chance for enviable success. That's the eye-opening assertion of the modern-day father of strategic neighborhood marketing, Tom Feltenstein, in The Ten Minute Marketer Handbook.

Echoing his mentor, McDonald's late founder Ray Kroc, that "it's all local," Feltenstein makes a powerful argument for focusing on one's own backyard.

He describes how to win against bigger companies, bigger ad budgets, and bigger campaigns, explaining in detail:

Why mass-media marketing is a dead end

Why the best marketing strategy is the oldest--building local customer loyalty

Why everything you need to grow their business they already have

From the Back Cover

The Death of Mass Marketing

If you're trying to attract business beyond a 10-minute drive of your enterprise--STOP. It's a waste of time, money, and the chance for much bigger profits. That's the eye-opening assertion of Tom Feltenstein, the modern-day father of strategic neighborhood marketing in The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing.

Feltenstein, sounding the battle cry of his mentor, McDonald's late founder Ray Kroc, that "it's all local," makes a powerful argument for focusing on your own backyard. HE describes how to win against bigger companies, bigger ad budgets, and bigger campaigns. Having helped build McDonald's sales through strategic neighborhood marketing one neighborhood at a time, he has the knowledge and experience to back his claim. It's a revolutionary concept today, but it's as old as the general store of a century ago. And it's already being used with tremendous success by an elite group of retailers: Harley-Davidson, Krispy Kreme, McDonald's, Nordstrom, Starbucks, and even Wal-Mart. Feltenstein brings it alive in this instructive guidebook essential for any business that depends on generating sales.

"Tom Feltenstein is either completely, stupendously, stunningly wrong, or he is a stone genius whose counterintuitive insights will transform the marketing business. I'm betting on the latter. Read this fascinating book and you're likely to come to the same conclusion." --Tucker Carlson, Conservative Co-Host, CNN's Crossfire

"Tom Feltenstein's latest book is a must read for business owners who want to increase sales and profits inside their four walls and in their immediate trading areas. His hands-on, how-to information is an invaluable resource that eliminates the need for any mass-media advertising. I highly recommend this book if you're serious about growing your company." --Ed Rensi, retired, President/CEO, McDonald's Corporation USA; and former COO, McDonald's Worldwide

"Most marketers are too stuck and too scared to do stuff that really and truly works. If you're willing to get off your couch and make something happen, this book is a fine place to start." -Seth Godin, bestselling author of Permission Marketing, Unleashing the Idea Virus, Survival is Not Enough, Purple Cow, and Free Prize Inside.

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Product Details

• Paperback: 320 pages
• Publisher: Entrepreneur Press; 1 edition (September 1, 2004)
• Language: English
• ISBN-10: 1932531084
• ISBN-13: 978-1932531084
• Product Dimensions: 9.3 x 7.5 x 1.1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #465,254 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

5.0 out of 5 stars Resource that HELPED!!!, March 7, 2005

By	Lynn OBrien "Lynn OB" (East Falmouth, MA USA) - See all my reviews (REAL NAME)

I've been struggling for quite awhile to grow my small business. Finally, I found a resource that helped!

The 10-Minute Marketer is an excellent resource for people interesting in growing their business on a limited budget. The book gives common-sense advice about how to think about your business and offers some really cool ideas that are easy to understand and easy to implement.

I found the forms very useful --- for the first time I actually have a promotional calendar for my business and have started involving my employees on ways to grow our business. I was really surprised at how excited they were to talk about their ideas. I should have done this years ago!

I emailed the company (www.tomfeltenstein.com) and extra sets of the forms were sent to me immediately. I recommend this book to anyone who needs a good kick in the pants to get excited about growing the business again.

7 of 9 people found the following review helpful:

1.0 out of 5 stars Gives Marketing a bad name, February 20, 2005

By	D. Morris (Brisbane, AU) - See all my reviews (REAL NAME)

It's books like this that give marketing a bad name. It's full of contradictory advice and quick fixes. And worse of all, Tom commits the biggest marketing flaw of all with this book - he overpromises and underdelivers.

Tom suggests that a "clever" way to motivate staff is to run a employee of the month program with a monetary reward for the best employee. Nothing new about this, but Tom recommends you fill out a check to the amount and frame it on the wall so all your staff can see it. For crying out loud, this is motivation 1800s style! The only thing that tactics like this will do is cause your best employees to leave.

To be fair, in amongst the bad advice, about 5% of Tom's suggestions are actually good ideas. It's just a shame I had to read all the book to find them.

Throughout the book, the author invites the reader to download PDF versions of the worksheets found in the appendix from his website (www.tomfeltenstein.com). I've tryed to find them but they are nowhere to be found. Even after sending two emails to the author - no response.


Final comment - Waste of money.

1 of 1 people found the following review helpful:

5.0 out of 5 stars The 10 Minute Marketer's Secret Formula, July 16, 2007

By	Tami Brady "Whole Health Therapist" (Calgary, Canada) - See all my reviews (TOP 100 REVIEWER)    (REAL NAME)

Often, new entrepreneurs spend a fortune on expensive mass market advertisements expecting that word will get out about their new business and customers will line up at their front door money in hand. Unfortunately, this situation rarely occurs. More often than not, mass market advertisements simply drain the pockets of the new entrepreneur while producing very little profit in return. The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighbourhood Marketing suggests that most new entrepreneurs have a variety of low-cost, easy to make use of promotional resources in their very own neighbourhood.

The tips and information in this book are sure to be helpful to any new entrepreneur. It is refreshing to read a marketing book that reminds new business owners that good solid ideals of customer service, reliable workmanship, and use of inexpensive neighbourhood resources build stable long term business foundations long after the initial marketing blitz has lost its lustre. Often new entrepreneurs get so caught up in the glitz that they forget about the long term future of their business.