Steal These Ideas 2e (Bloomber

ISBN-13: 9781118004449 / Angielski / Twarda / 2011 / 224 str.

Steve Cone

Opis

The marketer's guide to standing out from the crowd and connecting with consumers As advertisements become more ubiquitous online and off, the struggle to really capture a customer's attention is heating up. In Steal These Ideas , Second Edition, Steve Cone, internationally renowned marketing expert, reveals how to resonate with a target audience, providing a fresh perspective riddled with pearls of wisdom and wit. Full of practical ideas that the reader can learn in a matter of hours, and apply successfully to their business for years, Steal These Ideas proved an instant classic on outside-the-box marketing when it first published in 2005, and this newly revised edition, refreshed for the present day, promises to have the same impact as it's predecessor.

• This new edition includes material on social networking, customer loyalty campaigns, building websites, and sending effective email blasts
• The book is illustrated throughout with examples of the good, bad, and ugly in advertising
• Includes new ideas on how to take full advantage of online marketing and social media
• Highlights the art of building an effective loyalty program, the power of public relations and sponsorship, and using a spokesperson
• Author Steve Cone is the Executive Vice President of AARP

Everything you didn't learn in business school (or in the field), Steal These Ideas gives marketers the edge in today's fast-paced, oversaturated marketplace.

Spis treści

Introduction.

Chapter 1 Billions and Billions Wasted

McDonalds Almost Gets It.

New Challenges We Face and Five Rules To Live By.

What About Political Slogans?

Chapter 2 Three Hidden Ingredients in Every Winning Promotional Campaign.

The Ultimate Help–Wanted Ad.

The Early Days of Playboy Magazine.

Rolling Stone Magazine.

Pan American WorldPass and How Last Became First.

Other Quick Airline Stories about Creating Customer Excitement.

One for the Gipper.

Don′t Leave Home Without It.

Mr. Whipple.

Toppling the Category Leader with one Perfect Sentence.

Eggs Overnight.

Peter Lynch, Lily Tomlin, and Don Rickles.

Chapter 3 What Makes A Brand Successful? How Do You Manage It.

Have A Unique Selling Proposition.

Insist On Strong Visual Imagery.

You Must Have Innovative and Reliable Products.

Memorable and Integrated Advertising–Always.

Chapter 4 How to Create a Unique Selling Proposition.

Three of My Favorite Unique Selling Propositions.

How to Create a USP.

Chapter 5 Using a Spokesperson to Maximum Effect.

How To Choose The Right Personality.

The Remarkable Betty White.

Going Hollywood.

A Word About Voiceovers.

Corporate Mascots.

Animated Characters.

Animals.

The Deceased.

But What If My Spokesperson Does Something Really Bad?

Chapter 6 Kill All Art Directors (Well not Literally).

Five Tips to Readability.

The Great, The Good, The Bad and The Ugly.

Chapter 7 Learn From Magazines While They Still Exist .

Imagine Annual Reports That Get Read!

Chapter 8 Do the Reverse of Whatever GM Does.

The Electronic Church And How It Out Marketed Mainstream Religion And What You Can Learn From It.

Chapter 9 Less Is More   Now More Than Ever.

Too Many Choices are too Confusing.

It s as Easy as 1, 2, 3.

Chapter 10 The Three Most Important Customer Lessons Especially For the Digital Age.

Lesson One: People Renew the Way they are Acquired.

Lesson Two: The Most Critical Time in a New Customer′s Relationship is Right after her Immediate Purchase.

Lesson Three: Forget Complicated Clusters and Demographics.

A Common Mistake you Should NEVER Make.

Hey, But I Sell to Businesses and Not Directly to Consumers.

The Guthrie Lesson.

Chapter 11 Loyalty Reimagined.

Customers are Rarely Loyal.

Is There any New Thinking in the Loyalty Space?

It s About Time.

Loyalty in the Not–for–Profit World.

Chapter 12 The Single Most Powerful Way to Get Customers to Love You.

Getting Your Promotional Letter Read or E–Mail Every Time.

The Absolute Power of Membership ..and Something American Express does Right.

Chapter 13 Making Sense of Media Planning.

Print Media.

Zig When Everyone else Zags.

TV and Radio Placement.

You Can Avoid Consumer Ad Skipping.

The Next Giant Leap in Ad Watching.

Has Radio Seen its Best Days?

The Internet.

Global media planning and placement.

Chapter 14 Making Social Networking Work For You.

Some Helpful Hints to Capitalize on Social Networking.

Financial Considerations.

Questions I get Asked about the Future Direction of Media.

Pacing is Important.

Chat Rooms and Blogging.

Texting, Messaging, and Mobile.

Chapter 15 E Mauled How To Avoid Consumer Rage.

Here are Steve′s Three Tips to better E Mail interaction with Consumers.

Chapter 16 Web Wasted. Don′t You.

Something No One Else Ever Does.

Chapter 17 No One Ever Bought Anything from an English Professor.

We are Wired as a Species to Say Yes!.

Chapter 18 Leveraging Boomer Power And More.

Eight Other Predictions Marketers Can Count On.

Minorities Becoming Majorities.

Marketing to the Sexes.

Sports.

Looking Good For Good.

Chapter 19 Jingles All The Way.

What is a Jingle and How is it Used and Misused?

Make A Jingle Work For You.

Can a Well–Known Song Define a Product?

A New Term For Spoken Taglines.

We have Lost Our Way.

Chapter 20 The Future of Marketing.

MPP Will Make Customer Service Phone Operators Unnecessary.

Does PR Have a Role in a World of Instant Communication?

You.

Tips on interacting with Reporters.

What about Investor Relations?

Do Sponsorships Make Sense Anymore did they ever?

Chapter 21 How To Be A Marketing Star.

Managing your Staff.

How to Manage an Ad Agency so you Both Succeed.

What We Take for Granted We Shouldn′t Great Writing.

Chapter 22 Eight Tips To Being More Creative.

Chapter 23 Steal These Secrets Now.

About the Author.

Index.

O autorze

STEVE CONE is Executive Vice President of AARP, one of the world′s largest membership organizations, which encompasses over 36 million Americans. Previously, Steve served as chief marketing officer of Epsilon from 2007 to early 2010. Cone is one of the most respected figures in marketing today. Over his forty–year career, he was a key figure in creating many of the airline, hotel, and retail loyalty programs that millions participate in, as well as major campaigns for Apple, American Express, Federal Express, and other global brands. Steve has also been tapped for advice by presidential candidates from both parties and was instrumental in raising the funds to build the Vietnam Memorial in Washington, DC.

Blurb

The practical guide for marketerslooking to stand out from the crowd

Praise for the FIRST EDITION

"With Steal These Ideas!, Steve Cone provides a clear and no–nonsense guide for getting it done now." FAITH POPCORN, founder and CEO, Faith Popcorn′s BrainReserve

"Does Cone reveal too much? Yes! Now, some of the best secrets in our industry are all in one place and for all to see." DANIEL MOREL, Chairman and CEO, Wunderman

Grabbing a would–be consumer′s attention has always been a challenge, and it′s getting harder every day. With thousands of companies competing for eyeballs and dollars, no self–respecting marketer can afford to sit back and wait for the audience to come to them.

Consumers are being bombarded with marketing pitches from all angles, online and off, and the top business minds know that in order to stay afloat, they need to stand out. But how?

Full of clever ideas and practical advice presented in a witty, yet no–nonsense style, Steal These Ideas!, Second Edition provides insights on cutting through the crowd to get the attention you deserve, showing you how to break from the pack and hit an emotional bull′s–eye that resonates with your target market.