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Table Of Contents

What Is Neighborhood Marketing?
Mass Media Advertising Is Dead
Making Ad Time Count
Broken Promises
Face-Time Marketing
Do Something Remarkable
Think Local
What Is Marketing?
Step 1: Gather Data
Survey Your Internal Customers
What Does It Mean?
Survey Your Customers
Back-Office Data
Shop the Competition
Keeping Track
Step 2: Analyze Your Data
Prioritize Your Strengths and Weaknesses
Marketing Conclusions
Step 3: Set Goals and Objectives
Step 4. Develop a Strategy
Get Aggressive
Call Up the Marines
Protest Yourself
Join the Club
Have a Ball
Eye-Catchers
Good Fortune
Above and Beyond
Smile Button
Read and Relax
Hidden Gold
Manage Turnover
Recruit 24/7
Person to Person
Counter Culture
Behavior-Based
Background Check
Set High Standards
Know Your Internal Customer
Training and Motivation
Lateral Training
Here Today, Gone Tomorrow
Groom or Broom
When Eagles Act Like Turkeys
Your White-Glove Inspection
Police the Grounds
Marshal Your Sales Force
Be Clear in Your Tactics
Time Your Moves
Zone Merchandising
Think Small
Mysterious Discounts
“Gotcha” Tickets
Hidden Prizes
Xtreme Service
Think Small, Like Wal-Mart
Reward Locally
First-Customer Marketing
The Personal Connection
The Feel-Good Factor
The Can-Do Principle
Market to Your Existing Customers
Building Customer Loyalty
Beyond Satisfaction
Nuts and Bolts of Loyalty Programs
Customer Expectations
More Data Gathering
What Works and What Doesn’t
Works
Doesn’t Work
Works Twice
Meet Your Neighbor
Optimize Your Best Promotional Medium
Your Unique Selling Experience
Writing Your Positioning Statement
What’s Your Brand Personality?
Identifying the Correct Tactical Promotions
Vertical Integration of Tactics
Merchandise the Zone
Your Internal-Customer Zone
Your Catalog Zone
Your Parking Lot Zone
Your Entry Zone
Your Front-Counter Zone
Your Lounge/Waiting Area/Sales Floor Zone
Your Office Zone
Your Production Zone
Bathroom Zone
Telephone Zone
CASE A: Competition Strengthens the Crew
Author: Quick-Service Restaurant Manager
CASE B: A Simple Thank-You Boosts Sales
Author: Fine Dining Restaurant Manager
CASE C: Keeping Regular Customers Happy
Author: Manager of an Italian Restaurant
Promotion Objectives
Preparing for Promotion
Marketing Tactics by Segment
Community Events
Group Promotions
Organizations/Associations
Fundraising
Partner Promotions
Cross-Promotion Tactics
Joint Promotions
Vendor-Allied Joint Promotions
Avoiding the Pitfalls
A Management Disaster
Saying It Right
Excuses, Excuses
Ethnic Trends and Statistics
Opportunities in Diversity
Travel and Recreation
Family and Hospitality
Keeping Up with the Changes
Powerful Promotional Messages
Promotional Offers
Featured or Open Offers
Contingent Offers
Free Offers
Premiums
Bundling
Limited-Time Offers
Know Your Audience
Be Specific
Powerhouse Headlines
Selling the Benefits
Emphasize Your USE
Reverse the Risk
Closing the Sale
18 Immutable Laws of Advertising
Effective Copywriting
Gain Your Customer’s Trust
Mention Credentials
Keep It Direct and Simple
Designing Coupons
Direct Mail
Fliers and Handouts
Guarantees
Headlines
Newspaper Ads
Order Forms
Postcards
Press Releases
Sales Letters
Yellow Pages
More Tips for Writing Marketing Copy
Deadlines and Supply Lines
The Ultimate Communications Weapon
Developing Your Calendar
The Marketing Budget
The Break-Even Investment
Leverage Your Business with External Consultants
Marketing Consultants
Advertising Agencies
Public Relations Agencies
Promotion Specialists
Graphic-Design Companies
Printing Companies
Direct Mail/Fulfillment Houses
Research Firms
Media Buying Services
Keep Your Plan on Track with Lieutenant MAC
Qualities to Look For
Long-Format Profit Analysis
The GRIF Method (Growth Rate Impact Factor)
Qualitative Analysis
Ready, Go, Set
Marketing Commandments
16 Marketing Truths to Remember
Final Word
Form B3: Competition Survey Worksheet
Form C: Positioning Statement Worksheet
Form D: Unique Selling Experience (USE) Summary
Form E1: Internal-Customer Profile
Form E2: Product/Service Profile
Form E3: Marketing History Profile
Form E4: Historical Sales Profile
Form E5: Customer Attitude Profile
Form E6: Trade Area/Demographic Profile
Form E7: Zip Code Profile
Form E8: Traffic Generator Profile
Form E9: Competitive-Analysis Profile
Form F: Objectives/Strategies/Tactics Worksheet
Form G: Strategy Documentation Form
Form H: Fundraiser Opportunities
Form I: Partnership/Traffic Generator Opportunities
Form J1: Profit Analysis Worksheet
Form J2: Start-Up Cost Checklist Worksheet
Form J3: Profit Lost on Current Customer Worksheet
Form K1: Monthly Tracker
Form K2: Yearly Tracker
Form K3: Customer Data Form
Form L1: Qualitative Marketing Promotion Summary
Form L2: Qualitative Marketing History Analysis
References
Appendix B
Index
P. 1
The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing

The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing

Ratings: (0)|Views: 31 |Likes:
The Death of Mass Marketing
If you're trying to attract business beyond a 10-minute drive of your enterprise-STOP. It's a waste of time, money and the chance for much bigger profits. That's the eye-opening assertion of Tom Feltenstein, the modern-day father of strategic neighborhood marketing in "The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing."
Feltenstein, sounding the battle cry of his mentor, McDonald's late founder Kay Kroc, that "it's all local," makes a powerful argument for focusing on your own backyard. He describes how to win against bigger companies, bigger ad budgets and bigger campaigns. Having helped build McDonald's sales through strategic neighborhood marketing one neighborhood at a time, he has the knowledge and experience to back is claim. It's a revolutionary concept today, but it's as old as the general store of a century ago. And it's already being used with tremendous success by an elite group of retailers: Harley-Davidson, Krispy Kreme, McDonald's, Nordstroms, Starbucks and even Wal-Mart. Feltenstein brings it alive in this instructive guidebook essential for any business that depends on generating sales.
The Death of Mass Marketing
If you're trying to attract business beyond a 10-minute drive of your enterprise-STOP. It's a waste of time, money and the chance for much bigger profits. That's the eye-opening assertion of Tom Feltenstein, the modern-day father of strategic neighborhood marketing in "The 10-Minute Marketer's Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing."
Feltenstein, sounding the battle cry of his mentor, McDonald's late founder Kay Kroc, that "it's all local," makes a powerful argument for focusing on your own backyard. He describes how to win against bigger companies, bigger ad budgets and bigger campaigns. Having helped build McDonald's sales through strategic neighborhood marketing one neighborhood at a time, he has the knowledge and experience to back is claim. It's a revolutionary concept today, but it's as old as the general store of a century ago. And it's already being used with tremendous success by an elite group of retailers: Harley-Davidson, Krispy Kreme, McDonald's, Nordstroms, Starbucks and even Wal-Mart. Feltenstein brings it alive in this instructive guidebook essential for any business that depends on generating sales.

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Published by: Morgan James Publishing on Apr 09, 2010
Copyright:Traditional Copyright: All rights reserved
List Price: $9.99

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