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Propel: Five Ways to Amp-Up Your Marketing and Accelerate Business Paperback – August 1, 2012
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
"Propel is the ideal word to describe the effect on your profits and your sense of accomplishment that this wonderful book can motivate. Whitney Keyes tells you what you ought to know and will never forget." --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.
About the Author
Whitney Keyes is an international speaker, marketing expert, and strategic communications professor. For more than 20 years, she has helped organizations and individuals succeed. Keyes worked as a senior Microsoft manager, strategic advisor for American Express, and consultant to thousands of businesses around the world. While at Microsoft, she managed global marketing campaigns, including the launch of Office 2000, and helped create Microsoft's primary philanthropy program, Unlimited Potential. Today, Keyes manages a consulting practice, serves as a fellow for Seattle University's Center for Strategic Communications, and delivers keynotes and workshops for the Small Business Administration and U.S. State Department.
Top customer reviews
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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.
Each of the "Five Ways" is presented in a similar fashion: a bit of theory and then a nice collection of examples to reinforce and illustrate the theory.
I'm a software engineer by trade and I found all of the "Five Ways" and the examples given in the book to easily extend to my own work. Although this isn't a book on App marketing per se, the principles and examples in Propel have really helped me to grow my app development business and have helped me enormously in selling more of my apps. I think every reader can get value out of this book. Some people might value different chapters differently, but I think there's something everybody can take away from this book.
I recommend this book to everyone! Several of my friends and colleagues have bought and read the book and they all love it as well.
Ms Keyes is also a very engaging speaker. I've heard her speak several times and she really delivers an exciting lecture, keynote or consultation. Tip: go to www.whitneykeyes.com to see her speaking schedule and show up for a date near you. If you read the list of clients on her website, you can see that she's worked with a nice mix of big businesses and small businesses.