You are previewing 90 Days to Success Marketing and Advertising Your Small Business.
O'Reilly logo
90 Days to Success Marketing and Advertising Your Small Business

Book Description

Regardless of the industry they are in, small business owners need to attract new business. 90 DAYS TO SUCCESS MARKETING AND ADVERTISING YOUR SMALL Business is designed to educate small business owners on the various forms of advertising that are available today, help them identify which forms are appropriate for their business and customer base, and how to develop marketing and advertising strategies with quantifiable (and highly profitable!) results. The book provides a blueprint for a successful, fiscally-sound marketing and advertising campaign that will yield profitable results for any small business within just 90 days. With this book and some common sense, you'll be able to make marketing decisions that can help your business weather the tough times and grow to new heights.

Table of Contents

  1. Copyright
    1. Dedication
  2. Acknowledgments
  3. About the Author
  4. Introduction
  5. 1. Why Advertise?
    1. What Is Advertising?
    2. Why Should You Advertise?
    3. New Businesses
    4. Objections
    5. Action Plan
  6. 2. Identifying Your Business
    1. Determining Quality versus Quantity
    2. Identifying Your Prime Products and Services
    3. Knowing Your Competition
    4. Knowing Your Local Market
    5. Acknowledging Your Limits and Potential
    6. Setting Your Goals
    7. Action Plan
  7. 3. Identifying Your Customers
    1. Demographics
    2. Typical versus Prime
    3. Tracking Your Customer Base
    4. Buying Habits
    5. Knowing Your Neighborhoods
    6. High-End Failures
    7. Action Plan
  8. 4. Advertising Mediums
    1. Yellow Pages
      1. Pros
      2. Cons
      3. What Works?
    2. Online Directories
      1. Pros
      2. Cons
      3. What Works?
    3. Web Ads
      1. Pros
      2. Cons
      3. What Works?
    4. Television
      1. Pros
      2. Cons
      3. What Works?
    5. Radio
      1. Pros
      2. Cons
      3. What Works?
    6. Newspaper
      1. Pros
      2. Cons
      3. What Works?
    7. Direct Mail
      1. Pros
      2. Cons
      3. What Works?
    8. Coupon Publications
      1. Pros
      2. Cons
      3. What Works?
    9. Local Magazines
      1. Pros
      2. Cons
      3. What Works?
    10. Billboards
      1. Pros
      2. Cons
      3. What Works?
    11. Signage and In-Store Marketing
      1. Pros
      2. Cons
      3. What Works?
    12. Social Networking: Online and Real Life
      1. Pros
      2. Cons
      3. What Works?
    13. Other Mediums
      1. Church Bulletins
      2. Movie Theaters
      3. Donations and Sponsorships
      4. Local Sports Teams
      5. Flyers
      6. Promotional Items
      7. Receipts
      8. Urinals
    14. Action Plan
  9. 5. Implementing a Marketing Strategy
    1. Advertising Budget
    2. Directional, Creative, and Call-to-Action Advertising
      1. Directional Advertising
      2. Creative Advertising
      3. Call-to-Action Advertising
      4. Mixed Forms
    3. Case Studies
      1. Case Study 1
        1. Circumstances
        2. Marketing Solution
      2. Case Study 2
        1. Circumstances
        2. Marketing Solution
      3. Case Study 3
        1. Circumstances
        2. Marketing Solution
      4. Case Study 4
        1. Circumstances
        2. Marketing Solution
      5. Case Study 5
        1. Circumstances
        2. Marketing Solution
      6. Case Study 6
        1. Circumstances
        2. Marketing Solution
    4. Action Plan
  10. 6. Sales Reps, Contracts, and Negotiations
    1. Sales Compensation
    2. Salespeople
      1. Fly-by-Night Salespeople
      2. Rookie Burnouts
      3. Mid-Career Salespeople
      4. Career Advertising Salespeople
    3. Contracts and Negotiations
      1. High-Frequency Publications
      2. Volume Discounts
      3. Up-Sell Discounts
      4. Agency Discounts
      5. New-Business Discounts
      6. Cross-Medium Discounts
      7. Advance-Pay Discounts
      8. Apples-to-Apples Discounts
      9. Apples-to-Oranges Discounts
      10. General Suggestions
    4. Contracts
    5. Action Plan
  11. 7. Content and Offers
    1. Ad Copy
      1. Taglines
      2. Bullet Points
      3. Visuals
      4. Offers
    2. Commercials
      1. Jingles
    3. Branding
      1. Visuals
      2. Message
      3. Offers
    4. Medium Notes
      1. Yellow Pages
      2. Newspapers
      3. Magazines
      4. Coupon Publications
      5. Direct Mail
      6. Billboards
      7. Television
      8. Radio
      9. Social Networking
      10. Online Advertising
      11. Signage
    5. Action Plan
  12. 8. Tracking and Follow-Up Marketing
    1. Tracking
    2. Remote Call Forwarding
      1. Pros
      2. Cons
      3. What Works?
    3. Coupons and Offers
      1. Pros
      2. Cons
      3. What Works?
    4. Customer Query
      1. Pros
      2. Cons
      3. What Works?
    5. Click Throughs and Impressions
      1. Pros
      2. Cons
      3. What Works?
    6. Applying Call Results
      1. Successes
      2. Failures
    7. Continued Tracking
    8. Evolution of Mediums
    9. Manning the Phones
    10. Answering Services
    11. Follow-Up Marketing
      1. Email
      2. Direct Mail
      3. Social Networking
      4. Phone Calls
    12. Action Plan
  13. 9. Industry Specifics
    1. Contractors
      1. Case Study 1
    2. Restaurants
      1. Takeout
      2. Case Study 2
      3. Family Dining
      4. Case Study 3
      5. Fine Dining
      6. Case Study 4
      7. Trade
    3. Real Estate
      1. Self-Marketing
      2. Property Marketing
      3. Case Study 5
    4. Auto Dealers
      1. Case Study 6
    5. Retailers and Grocers
      1. Case Study 7
    6. Consultants and Small Businesses Operating Nationally
      1. Case Study 8
    7. Action Plan
  14. 10. Business Theory
    1. Pricing
      1. Lowering Prices
      2. Raising Prices
      3. Conversion Rate
    2. Ethics
      1. False Advertising
      2. Discounts
    3. Referrals
    4. New-Business Ideas
    5. Business Names
      1. A Names
      2. Abbreviations
      3. Common Names
    6. Action Plan
  15. 11. New Businesses
    1. Insufficient Capital
    2. Bad Location
    3. No Market
    4. Overexpansion
    5. Fierce Competition
    6. Poor Customer Service
    7. Building a New Business Marketing Plan
      1. Start Early
      2. Start Big
      3. Grand Opening
      4. “Secret” Opening
    8. The No-Money Startup
    9. Free Advertising
    10. Action Plan