Maximum Marketing, Minimum Dollars : The Top 50 Ways to Grow Your Small Business

by Kim T. Gordon

• ISBN13: 9781419520020
• ISBN10: 1419520024
• Format: Paperback
• Copyright: 2006-04-01
• Publisher: Kaplan Test Prep

Summary

Maximum Marketing, Minimum Dollars addresses every element of small-business marketing-from creating an online marketing program and winning referrals to forging alliances and establishing a public relations program. Gordon tells the marketing success stories of small businesses nationwide to demonstrate how to fuel business growth using aggressive, targeted, but inexpensive methods. It also reveals the marketing lessons essential to entrepreneurial success.

Table of Contents

Preface	ix
Introduction	xiii
Create Your Online Identity	1	(16)
Pick the Right Domain Name	3	(2)
Save with Do-It-Yourself Design	5	(4)
Create Compelling Online Content	9	(3)
Make E-commerce Pay	12	(5)
Market Your Site	17	(18)
Build Your Own Opt-in List	18	(3)
Set Up an In-House Database	21	(2)
Maximize Customer Retention with E-mail	23	(3)
Create a Company E-newsletter	26	(3)
Send Low-Cost E-mail Promotions	29	(6)
Build An Online Program	35	(22)
Target Your Best Prospects	36	(1)
Master Paid Search	37	(4)
Optimize Your Site	41	(4)
Place Online Advertising	45	(4)
Market through Third-Party E-newsletters	49	(2)
Maximize Returns from Income-Generating Programs	51	(3)
Launch a Blog	54	(3)
Make Pr Profitable	57	(20)
Establish a Media Relations Program	57	(6)
Add Online PR	63	(2)
Create a Press Kit	65	(1)
Organize Your Own PR Radio Tour	66	(5)
Design an Event	71	(3)
Build Grassroots Buzz	74	(1)
Get ``Star Power'' with a Celebrity Spokesperson	75	(2)
Think Outside The Box	77	(16)
Explore Out-of-Home Marketing	78	(5)
Choose the Newest Technology	83	(1)
Be Inventive with Place-Based Media	84	(5)
Create Your Own Place-Based Opportunities	89	(4)
Save While Going Postal	93	(16)
Make an Impact with Dimensional Mail	94	(4)
Reduce Costs with Marriage Mail	98	(2)
Write a Great Sales Letter	100	(9)
Increase Sales With Relationship Marketing	109	(20)
Create Referral Relationships	110	(4)
Market to ``Influentials'' and ``Influencers''	114	(1)
Learn the Steps to Winning Referrals	115	(5)
Motivate Customers with Rewards	120	(4)
Set Up Your Own Loyalty Program	124	(5)
Team For Dollars	129	(16)
Forge Competitive Alliances	130	(3)
Expand Your Business with Partnership Marketing	133	(5)
Make Networking Pay	138	(7)
Find The Perfect Niche	145	(18)
Target Niche Markets	146	(6)
Save with Multicultural Marketing	152	(7)
Conduct Your Own Customer Research	159	(4)
Reinvent Traditional Tactics	163	(18)
Benefit from Newly Affordable Cable TV	163	(5)
Maximize Response with Radio Sponsorships	168	(7)
Learn Smart Ways to Use Magazines	175	(6)
Try Something New	181	(14)
Reach Big-Screen Audiences	181	(5)
Get Close to Customers with Experiential Marketing	186	(5)
Send Mat Releases to Papers Nationwide	191	(4)
Put It All Together	195	(14)
Combine Sales with Marketing	196	(2)
Choose the Right Tactics	198	(3)
Create Your Own Marketing Program	201	(8)
Notes	209	(4)
Index	213