Marketing made easy

A guide to building marketing programs which contains specific action steps and to-do lists. It offers advice on a variety of traditional and high-tech tools, from billboards to blogs.

Preface	p. ix
Part 1 Planning	p. 1
1 Assess Your Situation	p. 3
Know Your 3 Cs and 4 Ps	p. 4
Do a SWOT Analysis	p. 9
Understand Your Customer Purchase Process	p. 12
Parting Thought: Avoiding "Ready, Fire, Aim"	p. 15
2 Plan	p. 17
Balancing Quantity versus Quality of Leads	p. 18
Choosing Goals	p. 21
Tracking and Measuring Programs	p. 24
Build Your Marketing Programs Plan	p. 27
Parting Thought: Asking "How High"?	p. 30
Part 2 Doing	p. 31
3 Create Awareness I: Make Them See You	p. 33
Start with Family	p. 35
Alert Your Community	p. 38
Hang Out Your Shingle	p. 45
Get Personal and Direct	p. 51
Parting Thought: It's Not Enough to Call	p. 57
4 Create Awareness II: Be There to Be Seen	p. 58
Be News	p. 59
Help Them Find You	p. 66
Join the Party: Live Events	p. 71
Build Instant Credibility (and Reach), Just Add Friends	p. 77
Parting Thought: Awareness Isn't Sales	p. 80
5 Capture Contacts	p. 81
Offer Tools, Not Tchatchkes	p. 82
Set Up "The Trade"	p. 87
Recycle (Recapture): Do It Again on the Same Dollar	p. 92
Parting Thought: Don't Interrupt Their Dinner	p. 97
6 Qualify Leads ... and Sell	p. 98
Establish Commitment Instead of Participation	p. 100
Assess Interest and Means and Cause	p. 103
Watch the Hands, Not the Mouth	p. 108
Parting Thought: On Firing Your Bad Leads	p. 113
7 Overcome Competition	p. 114
Follow the Icebreaker: Compete via Comparison	p. 115
Use Other People's Leads: Compete via Incrementalism	p. 120
Dance with the Elephants: Compete via Partnerships	p. 123
Parting Thought: The Best Defense Is a Good Defense	p. 126
Part 3 Reviewing	p. 129
8 Retain and Expand Customer Relationships	p. 131
Know When Long-Term Is Good	p. 132
Get Customers to Pay More to Stay Safe	p. 135
Make Heroes	p. 138
Parting Thought: Lock-In	p. 142
9 Avoid Common Mistakes	p. 143
Betting on the Big Event: Gambling Instead of Planning	p. 144
Consultant Failure: Knowing What Not to Outsource	p. 147
Product? What Product?	p. 150
If You Can't Measure It, It Doesn't Exist	p. 153
Simple Equals Good: Sunk by Excess Complexity	p. 155
Parting Thought: Make Uncommon Mistakes	p. 159
Appendix A Put It All Together	p. 161
Marketing Programs Plan: SmallProductCo	p. 162
Marketing Programs Plan: ServiceGroupInc	p. 175
Appendix B Common Tools	p. 186
Printed Materials	p. 187
Sales Tools	p. 188
Demonstrations and Trial	p. 189
Automated Customer Interaction Systems	p. 190
Vendor/Supplier Partners	p. 191
Sales and Marketing Partners	p. 192
Index	p. 195

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