A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet.
- How to choose an agency for your product
- The secrets behind advertising that works
- How to write successful copy--and get people to read it
- Eighteen miracles of research
- What advertising can do for charities And much, much more.
The marketing revolution is here, so get on the right side of the barricade and become a part of it Let's thank Mr. and Mrs. Consumer and their little Consumerlings who have seized power from the corporations and are now firmly in control.
In Punk Marketing, Laermer and Simmons take an irreverent, penetrating look at the seismic change in the relationship between the people who sell stuff--products, services, entertainment--and those who purchase it. They demonstrate that to survive in business, a revolutionary approach is needed--one they have branded "Punk Marketing"--and it's one we all need to understand, for the traditional divisions among commerce, content, and consumers are continuing to blur ever more rapidly.
Never dull, sometimes controversial, but always a helluva lot of fun, Punk Marketing presents a manifesto for any businessperson needing to engage consumers--or any consumer seeking to understand and employ their newfound power. And here's the good news: It's based on principles that have existed forever. In an age of digital video recorders, "branded" entertainment, cell-phone TV, multiplayer online games, and never-ending social networking, a coherent approach to marketing has never been more vital. With Punk Marketing, there's a built-in plan to equip you with tools to make all this change work out just fine, thanks.
Punk Marketing is the first shot--soon to be heard 'round the world--of a long-awaited and breathless uprising that businesses want, deserve, and desperately need.
Marketing targeted at kids is virtually everywhere -- in classrooms and textbooks, on the Internet, even at Girl Scout meetings, slumber parties, and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Drawing on her own survey research and unprecedented access to the advertising industry, Juliet B. Schor, New York Times bestselling author of The Overworked American, examines how marketing efforts of vast size, scope, and effectiveness have created "commercialized children." Ads and their messages about sex, drugs, and food affect not just what children want to buy, but who they think they are. In this groundbreaking and crucial book, Schor looks at the consequences of the commercialization of childhood and provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children.
Like Barbara Ehrenreich's Nickel and Dimed, Mary Pipher's Reviving Ophelia, and Malcolm Gladwell's The Tipping Point, Born to Buy is a major contribution to our understanding of a contemporary trend and its effects on the culture.
Longstreth explores the early development of two kinds of retail space that have become ubiquitous in the United States in the second half of the twentieth century.
Richard Longstreth is one of the few historians to focus on ordinary commercial buildings--buildings usually associated with commercial builders and real estate developers rather than architects and thus generally overlooked by historians of high architecture.
Here Longstreth explores the early development of two kinds of retail space that have become ubiquitous in the United States in the second half of the twentieth century. One, external, is devoted to the circulation and parking of automobiles on retail premises. Longstreth analyzes the origins of this development in the 1910s and 1920s, with the super service station and then the drive-in market. The other type of space, internal, was introduced soon thereafter with the single-story supermarket. The most innovative aspect of the supermarket was how its interior was designed for high-volume turnover of a large selection of goods with a minimum of staff assistance. Longstreth focuses on Los Angeles, the principal center for the development of both kinds of space, during the period from the mid-1910s to the early 1940s. This richly illustrated study integrates architectural, cultural, economic, and urban factors to describe the evolution of retailing and how it has affected the urban landscape.
Good, bad, or indifferent, every customer has an experience with your company and the products or services you provide. But few businesses really manage that customer experience, so they lose the chance to transform customers into lifetime customers. In this book, Lou Carbone shows exactly how to engineer world-class customer experiences, one clue at a time.Carbone draws on the latest neuroscientific research to show how customers transform physical and emotional sensations into powerful perceptions of your business... perceptions that crystallize into attitudes that dictate everything from satisfaction to loyalty. And he explains how to assess and audit existing customer experiences, design and implement new ones... and "steward" them over time, to ensure that they remain outstanding, no matter how your customers change.
The classic guide to copywriting, now in an entirely updated third edition
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products.
Among the tips revealed are:
- eight headlines that work--and how to use them
- eleven ways to make your copy more readable
- fifteen ways to open a sales letter
- the nine characteristics of successful print ads
- how to build a successful freelance copywriting practice
- fifteen techniques to ensure your e-mail marketing message is opened
This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.
"I don't know a single copywriter whose work would not be improved by reading this book." --David Ogilvy
Millions of people around the world are involved in direct selling. There are 12 million in the United States alone Almost 74 percent of direct sellers are women.An estimated 46 million people in the world are involved in direct selling, according to the Direct Selling Association. In less than ten years this number is expected to grow to an unbelievable 200 million With more people looking for careers that offer independence, flexibility, and tremendous income potential, this book offers a one-stop source of nuts-and-bolts advice, insights, and practical sales skills. Build It Big: 101 Insider Secrets from Top Direct Selling Experts addresses the three most popular models of direct selling:
* network marketing (e.g., Amway)
* party planning (e.g., Pampered Chef)
* person-to-person(e.g., Guardian Life Insurance) The training that many of these companies offer is limited and typically covers only product features and benefits, basic sales techniques, recruitment, and order processing. Through extensive research, the Direct Selling Women's Alliance (DSWA) has identified four crucial ""life skills"" that often are neglected or omitted from a company's training and support program: * Financial and tax guidance.
* Coaching and leadership skills development.
* Business management and technology training.
* Daily success practices and implementation. Build It Big unveils the methods and approaches in developing these skills that, DSWA believes, are the true linchpins of growth and long-term sales stability. The disciplined approach and real-life insights from some of the most successful and talented people in the direct selling business will have broad appeal to rookies and veterans alike, especially for people who are opting for direct selling for part-time work, extra income, and the autonomy it offers.
This book offers business people a practical guide to improving their customer service functions-whether that entails a bank of representatives or a couple of partners answering their own phones. Jack Burke points out that, as important as customer service is, it's a discipline that's often overlooked by smaller companies. Drawing on more than 20 years of doing business in the customer-contact field, he provides excellent case studies and interviews.