Mobilize People for Marketing Success

by Stern, Gary J.; Hyman, Vincent; Peterson, Rick

• ISBN13: 9780940069107
• ISBN10: 0940069105
• Format: Paperback
• Copyright: 1997-08-01
• Publisher: Fieldstone Alliance

Summary

A new companion volume to the author's first workbook, this title shows marketing professionals how to put together a successful promotion campaign based on the most persuasive tool of all: personal contact. It shows how to mobilize your entire organization, staff, volunteers, and supporters in a focused, one-to-one, marketing campaign, using complete, easy-to-follow steps and worksheets, helpful for any size organization.

Table of Contents

Acknowledgments	vi
About the Author	vi
Introduction: Mobilize People for Success	1	(3)
What You Will Find in This Book	4	(6)
How to Use This Book	10	(3)
A Review: Demystifying Marketing	13	(4)
Phase I: Ready the Organization	17	(48)
Define the Scope of Your Effort	19	(6)
Form a Marketing Task Force	25	(4)
Set Goals; Define Targeting, Message, and Communications Strategies	29	(20)
Determine Roles, People to Involve, and Recruitment Techniques	49	(6)
Develop a Master Timeline and Action Plan for the Effort	55	(10)
Readiness Wrap-Up	62	(3)
Phase II: Mobilize Your Marketing Representatives	65	(38)
Implement the Recruitment Plan	67	(8)
Hold Motivational Training	75	(10)
Provide Ongoing Follow-up and Support	85	(8)
Reward, Recognize, Reenlist	93	(4)
Celebrate Success and Evaluate the Effort	97	(6)
Postscript	102	(1)
Appendices	103	(88)
Appendix A Message Testing	105	(4)
Appendix B Motivational Training Guides	109	(18)
Appendix C Tips for Marketing Representatives	127	(6)
Appendix D Worksheets	133	(58)
Worksheet 1---Define the Scope	135	(6)
Worksheet 2---Form a Marketing Task Force	141	(4)
Worksheet 3---Set Goals & Define Strategies	145	(18)
Worksheet 4---Determine Roles & Recruitment Techniques	163	(6)
Worksheet 5---Develop Master Timeline & Action Plan	169	(8)
Worksheet 6---Implement the Recruitment Plan	177	(6)
Worksheet 7---Hold Motivational Training	183	(4)
Worksheet 8---Provide Follow-up & Support	187	(2)
Worksheet 9---Reward, Recognize, Reenlist	189	(2)
Worksheet 10---Celebrate & Evaluate	191