Book description
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.
Table of contents
- Cover Page
- Title Page
- Copyright
- Dedication
- Contents
- Introduction
- CHAPTER 1: BILLIONS AND BILLIONS WASTED . . .
-
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?
- CHAPTER 4: HOW TO CREATE A UNIQUE SELLING PROPOSITION
- CHAPTER 5: USING A SPOKESPERSON TO MAXIMUM EFFECT
- CHAPTER 6: KILL ALL ART DIRECTORS (WELL, NOT LITERALLY)
- CHAPTER 7: LEARN FROM MAGAZINES WHILE THEY STILL EXIST . . .
- CHAPTER 8: DO THE REVERSE OF WHATEVER GM DOES
- CHAPTER 9: LESS IS MORE—NOW MORE THAN EVER
-
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
- CHAPTER 12: THE SINGLE MOST POWERFUL WAY TO GET CUSTOMERS TO LOVE YOU
- CHAPTER 13: MAKING SENSE OF MEDIA PLANNING
- CHAPTER 14: MAKING SOCIAL NETWORKING WORK FOR YOU
- CHAPTER 15: E-MAULED—HOW TO AVOID CONSUMER RAGE
- CHAPTER 16: WEB WASTED—DON'T YOU
- CHAPTER 17: NO ONE EVER BOUGHT ANYTHING FROM AN ENGLISH PROFESSOR
- CHAPTER 18: LEVERAGING BOOMER POWER AND MORE
- CHAPTER 19: JINGLES ALL THE WAY
- CHAPTER 20: THE FUTURE OF MARKETING
- CHAPTER 21: HOW TO BE A MARKETING STAR
- CHAPTER 22: EIGHT TIPS TO BEING MORE CREATIVE
- CHAPTER 23: STEAL THESE SECRETS NOW
- About the Author
- INDEX
Product information
- Title: Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition
- Author(s):
- Release date: October 2011
- Publisher(s): Bloomberg Press
- ISBN: 9781118004449
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