Log In
Or create an account ->
Imperial Library
Home
About
News
Upload
Forum
Help
Login/SignUp
Index
Title Page
Preface
CHAPTER 1 - Back to the Future What REALLY Works in Advertising, Marketing, ...
Branding Gone Wild
Traditional Advertising
Nontraditional Marketing
Selling
Advertising Agencies
Co-Op Advertising
Publicity
Conventions, Trade Shows, and Exhibitions
Sponsorships
Advertising Specialties and Promotional Products
My State of This Union’s Summary
CHAPTER 2 - Turning a Problematic Environment Upheaval to Your Advantage
CHAPTER 3 - Hard-Nosed, Tough-Minded Investing in Media and Marketing
Insist on Accountability
The Big Picture: Macro ROI
What’s a New Customer Worth to You?
How to Use Tracking Devices with Your Grassroots Marketing Pieces
Managing Your Tracking Initiative
Managing the Untrackable
CHAPTER 4 - If You Use Mass Ad Media, Make Your Ad Dollars Do More
A Radical Possibility: The Big Cut
How to Make TV Deliver More
How to Make All Ad Dollars Do More
Buy Smarter to Sell More for Less
The Bottom Line Is the Bottom Line
CHAPTER 5 - Taking It to the Streets Neighborhood Marketing Strategies
What Is Local-Level Marketing?
How Is the Grassroots Marketing Solution Different?
Why Local-Level Marketing?
Who Implements Local-Level Marketing?
The Big McStake
The Seven-Step Plan
Phase II
Turnarounds
Maintenance Phase
CHAPTER 6 - Getting Your Hands Dirty Neighborhood Marketing Tactics
Business Card Handshake
Hindsight Promotion
The Business Card Drawing
Merchant Cross Promotion
CHAPTER 7 - Rethinking the Business You Are In
CHAPTER 8 - Inside Your Four Walls
Employee Contest Solutions
Customer Referral Program
Suggest-Sell Promotions
I’ll Show You Mine: Reciprocal Displays
Internal Signage
Your Inside Job
CHAPTER 9 - The Postman as Your Salesman Using the Most Reliable ...
Permit Micro-Targeting
Facilitate Precise Timing
Reach Out to New Movers
Reach Out to Known Buyers
Switch B2B to Home Addresses
Do Follow-Up
Marry Direct Mail with All Other Grassroots Marketing
Use Direct Mail to Nurture and Maintain Relationships with Customers
The Two Biggest Advantages You CAN Get with Direct Mail
The Ultimate Grassroots Direct-Mail Marriage Strategy
CHAPTER 10 - Fools Rush In How to Use—and How to Waste Dollars on—the Internet ...
Your Website
Search Engine Optimization
Web Coupons: Be Careful
Getting More Visitors to Your Site
Start Marketing Your Website with Free Exposure
Constantly Changing
CHAPTER 11 - The Magical Mystery Bus Old and New Marketing Media Traveling Together
Vehicle Advertising
Yard Signs
Billboards
Inflatables and Costumes
Email, Voice Mail, Phone, and Fax
An Exit Strategy That Helps Bring in Your Competitor’s Orphaned Customers
Clever Phone Numbers Help Ring Your Bell
Email Is Free Mail
Just the Fax
Throw Combinations at Them
CHAPTER 12 - Publicity Free Advertising Brought to You by Your Local News Media
Leverage Your Publicity
Easy Ways to Generate Your Publicity
Handling a PR Crisis
Local PR
CHAPTER 13 - Come One, Come All to Your Marketing Event How to Get or Multiply ...
Selling Once to Groups in Events
Do’s and Don’t’s of Promotional Events
Large Numbers at Blinding Speed
When the Circus Came to Town, Everybody Went
CHAPTER 14 - Profitable Espionage Data Mining, Intelligence Gathering, and ...
The Most Profitable
Data Mining Your Competition
Follow the Leader
A Grassroots Mentality
No B.S. Grassroots Marketing Inconvenient Truths
Other Books by Dan Kennedy
Other Books and Videos by Jeff Slutsky
Index
Subscribe to Entrepreneur Magazine
Copyright Page
← Prev
Back
Next →
← Prev
Back
Next →