Table of Contents
Title Page
Copyright Page
Praise
Foreword
Acknowledgements
Introduction
THE NEXT GENERATION BUYS A HOME
THE MULTI-CHANNEL APPROACH
CHAPTER ONE - MARKETING IN THE TWENTY-FIRST CENTURY
THE WAY THE WORLD OF MARKETING LOOKS TODAY
WELCOME TO ADVERTISING IN THE TWENTY-FIRST CENTURY: THE AGE OF MULTI-CHANNEL MARKETING
LEARNING WHAT MAKES INTERNET CUSTOMERS “DIFFERENT”
EXPANDING FROM ONE MARKETING CHANNEL TO TWO ... THREE ... AND A DOZEN
THERE’S NO TURNING BACK
CHAPTER TWO - “DRM” AND “MCM”
WHAT, EXACTLY, IS DIRECT-RESPONSE MARKETING (DRM)?
WHAT ARE CHANNELS?
WHAT IS MULTI-CHANNEL MARKETING (MCM)?
WHAT IS LIFETIME VALUE (LTV)?
CHAPTER THREE - DIRECT-RESPONSE ONLINE MARKETING
THE INTERNET MYTH
SIMILARITIES BETWEEN DIRECT E-MAIL AND DIRECT-MAIL ADVERTISING
PRINCIPLES OF DIRECT E-MAIL ADVERTISING
NOT ALL LISTS ARE CREATED EQUAL
ANATOMY OF AN ENDORSED AD
CHAPTER FOUR - SOCIAL MEDIA
THE PERFECT MARKETING CHANNEL FOR ENTREPRENEURS WHO HAVE MORE TIME THAN MONEY
SOCIAL MEDIA AND ITS MANY DIMENSIONS
THE BARE MINIMUM
ADVANTAGES AND DISADVANTAGES OF SOCIAL MEDIA
ANATOMY OF A SUCCESSFUL BLOG PROMOTION
SOCIAL NETWORKS, SOCIAL BOOKMARKS, AND SOCIAL NEWS WEB SITES
GENERAL ADVERTISING AND DIRECT MARKETING IN SOCIAL MEDIA
CHAPTER FIVE - SEARCH ENGINE MARKETING
THE WEB SITE THAT’S RIGHT FOR YOU
GETTING STARTED WITH SEM
GETTING YOUR SITE SEEN
CHAPTER SIX - TELECONFERENCES
TELECONFERENCING AS A MARKETING TOOL
PRODUCING A MONEY-MAKING TELECONFERENCE
LEVERAGE IS LIKE GETTING PAID OVER AND OVER AND OVER AGAIN
CHAPTER SEVEN - DIRECT MAIL
DIRECT MAIL CAN BE USED FOR ALMOST ANY PRODUCT
DIRECT MAIL STEP-BY-STEP
WHAT IT TAKES TO SUCCEED IN DIRECT MAIL
PRINCIPLES OF DIRECT-MAIL MARKETING
SELECTING A LIST FOR YOUR PRODUCT
PUTTING IT ALL TOGETHER
THE OFFER: WHAT IS IT GOOD FOR?
THE OFFER MUST BE STRONG
LONG LIVE THE KING
HOW THE COPY PROCESS WORKS
CHAPTER EIGHT - DIRECT PRINT
WHAT ARE YOU WAITING FOR?
SUCCESS IN DIRECT-PRINT ADVERTISING
BUYING PRINT
LEFTOVERS ARE GOOD!
NEWSPAPERS: DAILY OR WEEKLY
START WITH YOUR ABCS
AND LET’S NOT FORGET ADVERTISING RATES!
BIRDS OF A FEATHER FLOCK TOGETHER
DIRECT IS DIRECT IS DIRECT!
WHEN TO BEGIN YOUR DIRECT-SPACE CAMPAIGN
CHAPTER NINE - DIRECT-RESPONSE TELEVISION
THE SUPER BOWL COMMERCIAL THAT BROKE THE MOLD
WHAT CAN BE DONE
ADVERTISING TO YOUR TARGET MARKET
UNDERSTANDING TV ADVERTISING
PRINCIPLES OF EFFECTIVE TELEVISION ADVERTISING
MAKING A GREAT COMMERCIAL
DIRECT TV AND YOU
CHAPTER TEN - DIRECT-RESPONSE RADIO
RADIO ADVERTISING EXPLODES
A CASE STUDY IN RADIO INFOMERCIALS
DON’T GET CAUGHT UP IN THE UNKNOWN
RADIO CHANGED THE WORLD
CHAPTER ELEVEN - TELEMARKETING
HOW WE’VE USED TELEMARKETING
TELEMARKETING FOR BACK-END SALES
ONE OF THE SIMPLEST FORMS OF MARKETING
INBOUND, OUTBOUND, AND MONEY-BOUND
FIRST CONTACT WITH TELEMARKETING SERVICE PROVIDERS
AN IN-DEPTH LOOK AT WHAT THEY CAN DO . . . AND HOW MUCH IT WILL COST
IS TELEMARKETING RIGHT FOR YOU?
CHAPTER TWELVE - JOINT VENTURES
PERFECT FOR START-UPS AND SMALL BUSINESSES
HOW TO WORK JOINT VENTURES WITH GURUS AND CELEBRITIES
THE PRINCIPLES BEHIND JOINT-VENTURE MARKETING
STRATEGIES FOR SUCCESSFUL JOINT VENTURES
PRACTICE WHAT YOU PREACH AND OFFER TO TEACH
BEING AN AFFILIATE IS BEING A BUSINESS
JOINT VENTURES AND AFFILIATE MARKETING—MORE SIMILAR THAN DIFFERENT
CHAPTER THIRTEEN - EVENT MARKETING
MAKE IT FUN . . . LOTS OF FUN!
PLAN CAREFULLY TO AVOID UNEXPECTED PROBLEMS
TAKE ADVANTAGE OF EVERY MARKETING ACTIVITY
INFORMATION CONFERENCES VERSUS SPONSORED SALES PRESENTATIONS
CONFERENCE FEES: YES? NO? HOW MUCH?
OTHER TYPES OF MARKETING EVENTS
ONE OR ONE MILLION, THE STEPS MUST BE TAKEN
OUR EVENTS ARE BACKED UP BY THE PROMISES WE KEEP
CHAPTER FOURTEEN - PUBLIC RELATIONS
PUBLIC RELATIONS IN ACTION
UNDERSTAND WHAT THE MEDIA IS LOOKING FOR
WHICH NEWS MEDIA DO YOU WANT TO BE IN?
FIGURE OUT HOW YOUR COMPANY OR PRODUCT CAN MEET THAT DEMAND
TAKING ADVANTAGE OF THE INTERNET
CHAPTER FIFTEEN - THE INCREDIBLE POWER OF A MULTI-CHANNEL CAMPAIGN
COUNT TO 10 AND GO!
SHOW ME THE MONEY
GET STARTED—NOW
CONCLUSION
APPENDIX - EXAMPLES OF ADS
NOTES
ABOUT THE AUTHORS
INDEX
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