No B.S. Grassroots Marketing The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses

by Kennedy, Dan S.; Slutsky, Jeff

• ISBN13: 9781599184395
• ISBN10: 1599184397
• Format: Paperback
• Copyright: 2012-01-01
• Publisher: Entrepreneur Press

Summary

Millionaire maker Dan S. Kennedy and local-level marketing specialist Jeff Slutsky empower you to take on big box companies and distant discounters using your best assetthe ability to bond directly with your consumers. Kennedy and Slutsky uncover high-impact alternatives and supplements to disappointing traditional advertising and new media and teach you how to take your marketing to the street level resulting in higher customer retention, greater referrals, and a thriving business for the long-term. Dan S. Kennedy (Phoenix, AZ)a multi-millionaire serial entrepreneur with past and present interests in diverse businesses; a strategic advisor, marketing consultant and coach with a cadre of private clients ranging from exceptionally ambitious entrepreneurs to the CEOs of companies as large as $1.5-Billion; one of the highest paid direct-response copywriters in the world; a popular professional speaker and seminar leader; and a prolific author. Jeff Slutsky (Columbus, OH)is the founder of Street Fighter Marketing, a marketing approach specializing in developing programs for businesses on how to market, promote, and increase sales on a shoestring budget. In 2010, Street Fighter Marketing merged with Brandstand Group, where Slutsky serves as the Director of Local Marketing. He has authored and published nine books, three audio albums and six video training tapes, including Street Fighter Marketing Solutions and How To Get Clients.

Author Biography

Dan S. Kennedy is a strategic advisor, consultant, business coach and editor of six business newsletters, he directly influences more than one million business owners annually He is a champion of small business owners and entrepreneurs with a long track record of taking entrepreneurs to seven-figure incomes and multimillionaire wealth. Jeff Slutsky is an independent consultant and speaker offering his expertise on marketing, promoting, and increasing sales at the community level to national and regional franchise and chain operators, He is the author of nine books including Street Fighter Marketing Solutions and How To Get Clients. Visit www.jeffslutsky.com.

Table of Contents

Preface Which Wolves Are Outside Your Door?	p. ix
Back to the Future: What REALLY Works in Advertising, Marketing, and PR	p. 1
Branding Gone Wild	p. 4
Traditional Advertising	p. 5
Nontraditional Marketing	p. 11
Selling	p. 13
Advertising Agencies	p. 14
Co-Op Advertising	p. 15
Publicity	p. 16
Conventions, Trade Shows, and Exhibitions	p. 17
Sponsorships	p. 18
Advertising Specialties and Promotional Products	p. 19
My State of This Union's Summary	p. 19
Turning a Problematic Environment Upheaval to Your Advantage	p. 21
Hard-Nosed, Tough-Minded Investing in Media and Marketing	p. 27
Insist on Accountability	p. 28
The Big Picture: Macro ROI	p. 28
What's a New Customer Worth to You?	p. 31
How to Use Tracking Devices with Your Grassroots Marketing Pieces	p. 37
Managing Your Tracking Initiative	p. 43
Managing the Untrackable	p. 44
If You Use Mass Ad Media, Make Your Ad Dollars Do More	p. 47
A Radical Possibility: The Big Cut	p. 48
How to Make TV Deliver More	p. 49
How to Make All Ad Dollars Do More	p. 50
Buy Smarter to Sell More for Less	p. 55
The Bottom Line Is the Bottom Line	p. 65
Taking It to the Streets: Neighborhood Marketing Strategies	p. 67
What Is Local-Level Marketing?	p. 68
How Is the Grassroots Marketing Solution Different?	p. 69
Why Local-Level Marketing?	p. 70
Who Implements Local-Level Marketing?	p. 72
The Big McStake	p. 75
The Seven-Step Plan	p. 75
Phase II	p. 81
Turnarounds	p. 83
Maintenance Phase	p. 84
Getting Your Hands Dirty: Neighborhood Marketing Tactics	p. 87
Business Card Handshake	p. 88
Hindsight Promotion	p. 89
The Business Card Drawing	p. 89
Merchant Cross Promotion	p. 93
Rethinking the Business You Are In by Dan Kennedy	p. 107
Inside Your Four Walls	p. 113
Employee Contest Solutions	p. 113
Customer Referral Program	p. 115
Suggest-Sell Promotions	p. 117
I'll Show You Mine: Reciprocal Displays	p. 121
Internal Signage	p. 122
Your Inside Job	p. 125
The Postman as Your Salesman: Using the Most Reliable Small-Business Marketing Media-Direct Mail	p. 129
Permit Micro-Targeting	p. 130
Facilitate Precise Timing	p. 132
Reach Out to New Movers	p. 133
Reach Out to Known Buyers	p. 135
Switch B2B to Home Addresses	p. 136
Do Follow-Up	p. 136
Marry Direct Mail with All Other Grassroots Marketing	p. 138
Use Direct Mail to Nurture and Maintain Relationships with Customers	p. 141
The Two Biggest Advantages You CAN Get with Direct Mail	p. 141
The Ultimate Grassroots Direct-Mail Marriage Strategy	p. 144
Fools Rush In: How to Use-and How to Waste Dollars on-the Internet and Other Technology Media by Jeff Slutsky	p. 147
Web Coupons: Be Careful	p. 147
Getting More Visitors to Your Site	p. 149
Sponsored Links: Pay Per Click	p. 156
Your Website	p. 157
Start Marketing Your Website with Free Exposure	p. 159
Constantly Changing	p. 160
The Magical Mystery Bus: Old and New Marketing Media Traveling Together	p. 161
Vehicle Advertising	p. 161
Yard Signs	p. 164
Billboards	p. 166
Inflatables and Costumes	p. 168
Email, Voice Mail, Phone, and Fax	p. 169
An Exit Strategy That Helps Bring in Your Competitor's Orphaned Customers	p. 172
Clever Phone Numbers Help Ring Your Bell	p. 174
Email Is Free Mail	p. 176
Just the Fax	p. 178
Throw Combinations at Them	p. 179
Publicity: Free Advertising Brought to You by Your Local News Media	p. 181
Leverage Your Publicity	p. 185
Easy Ways to Generate Your Publicity	p. 185
Handling a PR Crisis	p. 187
Local PR	p. 189
Come One, Come All to Your Marketing Event: How to Get or Multiply Large Numbers of Customers at Blinding Speed	p. 191
Selling Once to Groups in Events	p. 192
Do's and Don't's of Promotional Events	p. 195
Large Numbers at Blinding Speed	p. 200
When the Circus Came to Town, Everybody Went	p. 204
Profitable Espionage: Data Mining, Intelligence Gathering, and Covert Operations	p. 211
The Most Profitable	p. 212
Data Mining Your Competition	p. 218
Follow the Leader	p. 218
A Grassroots Mentality	p. 219
No B.S. Grassroots Marketing Inconvenient Truths	p. 221
Other Books by Dan Kennedy	p. 224
Other Books and Videos	p. 225
Index	p. 229
Free Offer	p. 233
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