Steal These Ideas! Marketing Secrets That Will Make You a Star

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ISBN: 9781118004449 | 1118004442
Cover: Hardcover
Copyright: 10/4/2011

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An updated edition of 2005's instant classic on out-of-the-box marketing Today, people are not only busier than ever, but also bombarded by constant advertisements both in the real world and online. So, how do you get an exhausted consumer that's turned off and tuned out to take notice of your product or service and then to take action? Steal These Ideas! Second Edition: Marketing Secrets That Will Make You a Star shows you how to break out of the pack and hit an emotional bull's-eye that resonates with your target market. Includes new ideas on how to take full advantage of online marketing and social media Highlights the art of building an effective loyalty program, the power of public relations and sponsorship, and using a spokesperson Other titles by Cone: Steal These Ideas! and Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History Full of ideas and practical advice and presented in a witty, no-nonsense style, Steal These Ideas! Second Edition provides insights and concepts they didn't teach you about in business school or on the job.

Introduction	p. xiii
Billions and Billions Wasted	p. 1
McDonald's Almost Gets It	p. 3
New Challenges We Face and Five Rules to Live By	p. 5
What about Political Slogans?	p. 9
Remember	p. 10
Three Hidden Ingredients in Every Winning Promotional Campaign	p. 11
The Ultimate Help-Wanted Ad	p. 12
The Early Days of Playboy Magazine	p. 13
Rolling Stone Magazine	p. 14
Pan American World Pass and How Last Became First	p. 14
Other Quick Airline Stories about Creating Customer Excitement	p. 16
One for the Gipper	p. 17
Don't Leave Home without It	p. 18
Mr.Whipple	p. 18
Toppling the Category Leader with One Perfect Sentence	p. 19
Eggs Overnight	p. 20
Peter Lynch, Lily Tomlin, and Don Rickles	p. 20
What Makes a Brand Successful? How Do You Manage It?	p. 23
Have a Unique Selling Proposition	p. 26
Insist on Strong Visual Imagery	p. 26
You Must Have Innovative and Reliable Products	p. 27
Memorable and Integrated AdvertisingùAlways	p. 27
How to Create a Unique Selling Proposition	p. 31
Three of My Favorite Unique Selling Propositions	p. 34
How to Create a USP	p. 36
Using a Spokesperson to Maximum Effect	p. 39
How to Choose the Right Personality	p. 41
The Remarkable Betty White	p. 43
Going Hollywood	p. 44
A Word about Voice-overs	p. 44
Corporate Mascots	p. 45
Animated Characters	p. 45
Animals	p. 46
The Deceased	p. 47
But What if My Spokesperson Does Something Really Sad?	p. 49
Kill All Art Directors (Well, Not Literally)	p. 51
Five Tips to Readability	p. 52
The Great, the Good, the Bad, and the Ugly	p. 53
Learn from Magazines While They Still Exist	p. 77
Imagine Annual Reports that Get Read!	p. 79
Do the Reverse of Whatever GM Does	p. 81
The "Electronic Church" and How lt"Outmarketed" Mainstream Religion and What You Can Learn from It	p. 85
Less Is MoreùNow More than Ever	p. 89
Too Many Choices Are Too Confusing	p. 90
lt's as Easy as 1,2,3	p. 92
The Three Most Important Customer LessonsùEspecially for the Digital Age	p. 95
People Renew the Way They Are Acquired	p. 95
The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase	p. 97
Forget Complicated Clusters and Demographics	p. 100
A Common Mistake You Should Never Make	p. 101
Hey, But I Sell to Businesses and Not Directly to Consumers	p. 103
The Guthrie Lesson	p. 103
Loyalty Reimagined	p. 105
Customers Rarely Are Loyal	p. 105
Is There Any New Thinking in the Loyalty Space?	p. 110
It's About Time	p. 111
Loyalty in the Not-for-profit World	p. 113
The Single Most Powerful Way to Get Customers to Love You	p. 117
Getting Your Promotional Letter Read or E-Mail Every Time	p. 120
The Absolute Power of Membership...and Something American Express Does Right	p. 121
Making Sense of Media Planning	p. 123
Print Media	p. 125
Zig When Everyone Else Zags	p. 127
TV and Radio Placement	p. 127
You Can Avoid Consumer Ad Skipping	p. 128
The Next Giant Leap in Ad Watching	p. 129
Has Radio Seen Its Best Days?	p. 130
The Internet	p. 130
Global Media Planning and Placement	p. 131
Making Social Networking Workfor You	p. 133
Some Helpful Hints to Capitalize on Social Networking	p. 134
Financial Considerations	p. 135
Questions I Am Asked about the Future Direction of Media	p. 136
Pacing Is Important	p. 137
Chat Rooms and Blogging	p. 137
Texting, Messaging, and Mobile	p. 138
	p. 141
Steve's Three Tips to Better E-mail Interaction with Consumers	p. 141
Web WastedùDon't You	p. 147
Something No One Else Ever Does	p. 149
No One Ever Bought Anything from an English Professor	p. 151
We Are Wired as a Species to Say Yes!	p. 153
Leveraging Boomer Power and More	p. 155
Eight Other Predictions Marketers Can Count On	p. 158
Minorities Becoming Majorities	p. 160
Marketing to the Sexes	p. 160
Sports	p. 163
Looking Good for Good	p. 163
Jingles All the Way	p. 165
What Is a Jingle, and How Is It Used and Misused?	p. 167
Make a Jingle Work for You	p. 168
Can a Well-Known Song Define a Product?	p. 169
A New Term for Spoken Taglines	p. 169
We Have Lost Our Way	p. 170
The Future of Marketing	p. 173
MPP Will Make Customer Service Phone Operators Unnecessary	p. 173
Does PR Have a Role in a World of Instant Communication?	p. 176
You	p. 178
Tips on Interacting with Reporters	p. 179
What About fnvestor Relations?	p. 180
Do Sponsorships Make Sense AnymoreùDid TheyrEver?	p. 180
How to Be a Marketing Star	p. 183
Managing Your Staff	p. 186
How to Manage an Ad Agency So You Both Succeed	p. 188
What We Take for Granted We Shouldn'tùGreat Writing	p. 191
Eight Tips to Being More Creative	p. 193
Steal These Secrets Now	p. 197
About the Author	p. 203
Index	p. 205
Table of Contents provided by Ingram. All Rights Reserved.

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Steal These Ideas! Marketing Secrets That Will Make You a Star

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