401 Killer Marketing Tactics to Maximize Profits, Increase Sales and Stomp Your Competition
by Feltenstein, TomEdition: 1st
Format: Paperback
Pub. Date: 2004-12-21
Publisher(s): McGraw-Hill
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Summary
Surefire, down-and-dirty guerrilla marketing tactics for businesses of all sizesLottery ticket giveaways, discounts for customers who rip competitors' ads out of the yellow pages, paying people to picket your store with signs proclaiming your low prices and great service . . . These are just three of the hundreds of cheap, surefire marketing tactics contained in401 Killer Marketing Tactics to Increase Sales, Maximize Profits, and Stomp Your Competition. Expert Tom Feltenstein arms you with a veritable encyclopedia of tested-in-the-trenches marketing and promotional solutions.This fully revised and updated edition of Feltenstein's acclaimed guide features: Real-world examples from dozens of Feltenstein clients, including Disney, Ben and Jerry's, Texaco, Coca-Cola, Hyatt, and more An encyclopedia format designed for ready reference A different idea on each page--and how to make it happen
Author Biography
Tom Feltenstein has been featured on "Lou Dobbs Moneyline" and Bloomberg Radio among other radio and TV programs, and his articles have appeared in the Wall Street Journal, USA Today, Entrepreneur, and U.S. News and World Report.
Table of Contents
| Introduction: Marketing Is a Way of Life | vii | ||
| Chapter 1. Planning the Battle-The Basics | 1 | (2) | |
| Chapter 2. How to Choose the Right Tactics | 3 | (3) | |
| Chapter 3. Ten Steps before Launching Any Promotional Tactic | 6 | (4) | |
| Chapter 4. Must-Do Basic Tactics | 10 | (36) | |
| Chapter 5. Marketing to Your Internal Customer | 46 | (4) | |
| Chapter 6. Grand Opening/Reopening Tactics | 50 | (9) | |
| Chapter 7. Four Walls Promotions | 59 | (5) | |
| Chapter 8. Existing Customers | 64 | (12) | |
| Chapter 9. New Customers | 76 | (11) | |
| Chapter 10. Promotions for Charities and Churches | 87 | (14) | |
| Chapter 11. Civic Tactics | 101 | (10) | |
| Chapter 12. Direct Mail and Ads | 111 | (8) | |
| Chapter 13. Staff Incentives | 119 | (28) | |
| Chapter 14. Miscellaneous Tactics for Retailers | 147 | (11) | |
| Chapter 15. Cards, Coupons, Tear-Outs | 158 | (13) | |
| Chapter 16. Community Tactics | 171 | (12) | |
| Chapter 17. Students and Their Families | 183 | (17) | |
| Chapter 18. Leisure-Time Tie-Ins | 200 | (6) | |
| Chapter 19. Service and Professional Businesses | 206 | (11) | |
| Chapter 20. Restaurant, Food-Service, and Beverage Companies-Within Your Four Walls | 217 | (24) | |
| Chapter 21. Coupons and Other Come-Ons | 241 | (18) | |
| Chapter 22. Theme Nights | 259 | (7) | |
| Chapter 23. Drive-Through Tactics | 266 | (3) | |
| Chapter 24. Outrageous Ideas | 269 | (3) | |
| Chapter 25. Nonprofit Tactics | 272 | (11) | |
| Chapter 26. Opening Anniveraries | 283 | (7) | |
| Chapter 27. Holiday Tactics | 290 | (31) | |
| Chapter 28. Thanksgiving and Christmas Tactics | 321 | (8) | |
| Chapter 29. Quick College-Year Promotions | 329 | (5) | |
| Chapter 30. e-Marketing | 334 | (11) | |
| Index | 345 |
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