Details

Buy Now


Buy Now

Creative Marketing that Gets Customers to Respond to You and Your Product
1. Aufl.

von: Rick Cesari, Ron Lynch, Tom Kelly

16,99 €

Verlag: Wiley
Format: EPUB
Veröffentl.: 19.01.2011
ISBN/EAN: 9781118007891
Sprache: englisch
Anzahl Seiten: 240

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign <p>In 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.</p> <p>In <i>Buy Now!</i>, 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, <i>Buy Now!</i> gives you the secrets behind the successful campaigns that catapulted products into millions of homes.</p> <ul> <li>Find out how to use direct response to create a "self-funding "marketing campaign</li> <li>Learn the techniques to building offers that will get people to respond to your products</li> <li>Use "high touch" direct response marketing to build brand equity and drive sales at retail</li> <li>Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands</li> <li>Cesari has put more companies on the <i>Inc.</i> 500 list of fastest growing companies than anyone else</li> </ul> <p><i>Buy Now!</i> to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.</p>
<p>Prologue: The Secret to Our Success xi</p> <p><b>CHAPTER 1 Why “Buy Now”? 1</b></p> <p>The Direct Response Solution 4</p> <p>Carnival Beginnings 6</p> <p>Why Direct Response? 7</p> <p>Liar, Liar, Pants on Fire 10</p> <p><b>CHAPTER 2 The Geeks Inherit the Earth 17</b></p> <p>Why Is Direct Response a Great Value? 22</p> <p>Why Doesn’t Everyone Try Direct Response? 24</p> <p>What Is a Brand and Why Do I Need One? 27</p> <p><b>CHAPTER 3 They Don’t Teach This in College: Rick’s Story 33</b></p> <p>The Pitch 36</p> <p>My Story 37</p> <p>From Real Estate to Infomercials 38</p> <p>How to Make a Million 43</p> <p><b>CHAPTER 4 Juicing for Dollars 49</b></p> <p>The Power of PR 54</p> <p>Live Seminars 56</p> <p><b>CHAPTER 5 Building the Juiceman® Brand 61</b></p> <p>Explosive Growth 65</p> <p>Retail Strategy 66</p> <p><b>CHAPTER 6 Expanding the Brand: The Breadman® 71</b></p> <p>Validating “the Model” 75</p> <p>Selling the Business 77</p> <p><b>CHAPTER 7 Sonicare®: The $150 Toothbrush 79</b></p> <p>Problem/Solution 82</p> <p>Credibility: The Key to a Successful Infomercial 84</p> <p>Rolling Out a Campaign 86</p> <p><b>CHAPTER 8 The Biggest Knockout in History 91</b></p> <p>How a Champion Boxer and a Failed Taco</p> <p>Maker Created Sizzling Success 93</p> <p>The Price of Celebrity 102</p> <p>Grilling Up Some Big Numbers 105</p> <p><b>CHAPTER 9 OxiClean®: “Powered by the Air You</b></p> <p>Breathe, Activated by the Water You Drink” 107</p> <p>The Ubiquitous Billy Mays 111</p> <p>The Rise of OxiClean 117</p> <p>Unique Packaging Strategy 118</p> <p><b>CHAPTER 10 The Customer Is No Dummy 123</b></p> <p>Positioning Your Product: The Next Niche 129</p> <p>Get to Your Unique Selling Proposition 132</p> <p><b>CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139</b></p> <p>Direct Demographic Media Messaging 143</p> <p>Messaging versus Demographic 145</p> <p>What Are You Going to Grow Today? 148</p> <p>The Intersection of the Internet 149</p> <p><b>CHAPTER 12 Free Advertising? 153</b></p> <p>Is My Idea Direct-Response Worthy? 156</p> <p>Why Are the COGs So Important? 159</p> <p>Long Form or Short Form? That Is the Question 162</p> <p><b>CHAPTER 13 Anatomy of an Infomercial 165</b></p> <p>Show Styles or Formats 168</p> <p>Long-Form Elements 171</p> <p>Show Outline 175</p> <p><b>CHAPTER 14 Offer Is King 179</b></p> <p>Why Is Everything Priced at $19.95 and $39.95? 183</p> <p>How Do Long Form and Short Form Work Together? 185</p> <p><b>CHAPTER 15 Beyond Television: Integrating Radio, Web</b></p> <p>Advertising, and More 189</p> <p>Online Marketing Is Direct Response 195</p> <p>The Backend of Direct Response 198</p> <p><b>CHAPTER 16 Conclusion 205</b></p> <p>Brass Tacks: What Does This Cost? 207</p> <p>Index 211</p>
<p><b>RICK CESARI</b> was the first person to use an infomercial to build a national brand name (Juiceman<sup>®</sup>) 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<sup>®</sup>, as well as Fortune 500 clients Microsoft and Clorox<sup>®</sup>. 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. <p><b>RON LYNCH</b> has been the creative mind behind many successful direct-response campaigns including BackJoy<sup>®</sup> Orthotics, the Total Trolley, Light Relief<sup>®</sup>, the FlavorWave Oven<sup>®</sup>, 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.
<p>The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man—Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit. <p>But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes—and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena—and brought a new era of growth and profitability to the organization. <p><i>Buy Now</i> lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to: <ul> <li>Target a customer base that continually expands and grows</li> <li>Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition</li> <li>Use compelling messaging that speaks to the unique needs of your customers</li> </ul> <p>With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, <i>Buy Now</i> is the essential primer for creating a successful direct-response strategy for your business.

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