Buy Now Creative Marketing that Gets Customers to Respond to You and Your Product

by Cesari, Rick; Lynch, Ron; Kelly, Tom

• ISBN13: 9780470888018
• ISBN10: 0470888016
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-02-08
• Publisher: Wiley

Summary

Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaignIn today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes. Find out how to use direct response to create a "self-funding "marketing campaign Learn the techniques to building offers that will get people to respond to your products Use "high touch" direct response marketing to build brand equity and drive sales at retail Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone elseBuy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.

Author Biography

Rick Cesari was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.

Ron Lynch has been the creative mind behind many successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.

Table of Contents

Prologue: The Secret to Our Success	p. xi
Why "Buy Now"?	p. 1
The Direct Response Solution	p. 4
Carnival Beginnings	p. 6
Why Direct Response?	p. 7
Liar, Liar, Pants on Fire	p. 10
The Geeks Inherit the Earth	p. 17
Why Is Direct Response a Great Value?	p. 22
Why Doesn't Everyone Try Direct Response?	p. 24
What Is a Brand and Why Do I Need One?	p. 27
They Don't Teach This in College: Rick's Story	p. 33
The Pitch	p. 36
My Story	p. 37
From Real Estate to Infomercials	p. 38
How to Make a Million	p. 43
Juicing for Dollars	p. 49
The Power of PR	p. 54
Live Seminars	p. 56
Building the Juiceman“ Brand	p. 61
Explosive Growth	p. 65
Retail Strategy	p. 66
Expanding the Brand: The Breadman“	p. 71
Validating "the Model"	p. 75
Selling the Business	p. 77
Sonicare“: The $150 Toothbrush	p. 79
Problem/Solution	p. 82
Credibility: The Key to a Successful Infomercial	p. 84
Rolling Out a Campaign	p. 86
The Biggest Knockout in History	p. 91
How a Champion Boxer and a Failed Taco Maker Created Sizzling Success	p. 93
The Price of Celebrity	p. 102
Grilling Up Some Big Numbers	p. 105
OxiClean“: "Powered by the Air You Breathe, Activated by the Water You Drink"	p. 107
The Ubiquitous Billy Mays	p. 111
The Rise of OxiClean	p. 117
Unique Packaging Strategy	p. 118
The Customer Is No Dummy	p. 123
Positioning Your Product: The Next Niche	p. 129
Get to Your Unique Selling Proposition	p. 132
Channel Explosion: The Next Paradigm Shift	p. 139
Direct Demographic Media Messaging	p. 143
Messaging versus Demographic	p. 145
What Are You Going to Grow Today?	p. 148
The Intersection of the Internet	p. 149
Free Advertising?	p. 153
Is My Idea Direct-Response Worthy?	p. 156
Why Are the COGs So Important?	p. 159
Long Form or Short Form? That Is the Question	p. 162
Anatomy of an Infomercial	p. 165
Show Styles or Formats	p. 168
Long-Form Elements	p. 171
Show Outline	p. 175
Offer Is King	p. 179
Why is Everything Priced at $19.95 and $39.95?	p. 183
How Do Long Form and Short Form Work Together?	p. 185
Beyond Television: Integrating Radio, Web Advertising, and More	p. 189
Online Marketing Is Direct Response	p. 195
The Backend of Direct Response	p. 198
Conclusion	p. 205
Brass Tacks: What Does This Cost?	p. 207
Index	p. 211
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