Grassroots Marketing Table of Contents and Index

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Table of Contents

Grassroots Marketing: Getting Noticed in a Noisy World

By Shel Horowitz

 

PART I: KEY CONCEPTS

Chapter 1 Skeptics—Please Start Here

Chapter 2 Image and Market

Chapter 3 Copywriting 101

Chapter 4 By Design

Chapter 5 Mastering Myriad Media

Chapter 6 Media Publicity: The Hidden Goldmine

Chapter 7 Who Needs to Know: Assembling Your Press List

PART II: POSITIVE PRINT PROMOTION

Chapter 8 Better Than the Grapevine: Writing Your Media Releases

Chapter 9 In Depth Print Coverage: The Best Publicity Money Can’t Buy

Chapter 10 Let Fingers Do The Walking—and Find You

Chapter 11 Unlock the Secrets of the Classified Page

Chapter 12 On Display

Chapter 13 Ask For A Bargain

Chapter 14 Squeeze the Most From the Post, Part I

Chapter 15 Squeeze the Most From the Post, Part II

Chapter 16 Visual Marketing

Chapter 17 A Substantial Impression: Publicity Materials Your Prospects
Will Hold On To

PART III: ELEGANT ELECTRONIC EXPOSURE

Chapter 18 Free Publicity Over the Airwaves

Chapter 19 And Now a Word from our Sponsor: Advertising in the
Electronic Media

Chapter 20 New Media

PART IV: INCREDIBLE, INDISPENSABLE INTERNET

Chapter 21 Getting Started in Cyberspace

Chapter 22 Domain DOs and DON’Ts

Chapter 23 E-Mail Marketing Miracles

Chapter 24 The “Sig”—Your Cyberspace Business Card

Chapter 25 Wonderful World Wide Web

Chapter 26 Build Brand Identity and Traffic

Chapter 27 Banner Advertising on the Web

Chapter 28 Integrating Databases and The Internet

Chapter 29 Other Online Advertising /Promotional Tools

PART V: PHONE AND FACE

Chapter 30 World-Class Customer Service

Chapter 31 Friendly and Welcome Telemarketing

Chapter 32 Successful Sales Presentations

Chapter 33 Trade Show Triumphs

Chapter 34 A Storehouse of Tricks

Chapter 35 Keep Them Coming Back: Generating Referral and Repeat
Customers

PART VI: RIDING THE GROWTH CURVE

Chapter 36 Who Do You Know?

Chapter 37 Climbing the Marketing Mountain: Selling Your Expertise

Chapter 38 Tick Them Off

Chapter 39 Branding:The Buzz

Appendix

Index

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Index to Grassroots Marketing: Getting Noticed in a Noisy World
A

Accurate Writing & More, 292-­93

ad agencies, advertising discount for, 96-­97

Adobe Acrobat, 169, 204

advertiser’s packet, 159-­60

advertising, 28­-29. See also direct mail; marketing piece; signs

* ad agency discount, 96-­97

* bartering for, 98

* books on, 295

* charity advertisements, 87-­88

* classified ads, 78­-86

* co-op, 94­-96

* cost of, 79, 92-­98, 118-­20, 123-­25

* display, 87­-92

* free sales aids, 93

* frequency/volume discounts, 96

* on Internet sites, 192-­93

* outdoor, 137

* per-order or per-inquiry, 97

* as publicity, 30­-31

* radio, 158­-63

* regional editions, placement in, 98

* remnant space, discounts for, 97-­98

* responses, monitoring of (See responses, monitoring of)

* series ads, 88­-89

* targeted, 78, 87, 99-­100, 121, 128­-29, 158-­60, 264

* television, 163-­65, 217­-18

* visual marketing, 127­-41

* of Web sites, 217­-18

* on Web sites, 218

* in Yellow Pages (See Yellow Pages)

Advertising Secrets of the Written Word (Sugarman), 18

advertising specialties, 139-­40

affiliate (affinity, associate) programs, Web sites, 175, 215­-17

aircraft, audience aboard, 167

Ali, Jaffer, 174­-75, 217

Alta Vista, 209, 211

Amaze, Inc., 276­-77

Amazon.com, 216, 269

America Online (AOL), 179-­81

applet, 175

art, 22

association-specific media outlets, 36

AT&T, 179, 181, 248

audio cassettes, 169, 296

audiovisual presentations, 251

auto sunshades, 140

autoresponders, 175, 187, 193-­95

B

Bacon’s Publicity Checker, 37

Bailey, Lorilyn, 206

balloons, 22, 24, 141

bandwidth, 175

banner ads, Web page, 175, 191

banners (signs), 135, 266

Barber, Lois, 57, 286

Barney, Evelyn Lee, 198­-99

Barthen, Kathy, 173, 187

Bautista, Velty, 156

BBS (bulletin board system), 169-­70, 175

Bellows, Susan, 249­-50, 253

benefits of product, 4­5, 14-­19

Berry, Rynn, 62­-63

best bets columns, 59-­60

BG (big grin), 175

BizWeb Gazette, 181

bleeds, 22, 24

bobby.com, 203

body copy, 22, 24

body text, 22

body type, 22

bonuses, sales, 254-­55

books

* electronically published, 169

* production and promotion of, 296

* as resources, 294-­96

* writing, 280

borders, 22, 24

box, 22, 24

Boystown Press, 262

brag book, 250

brand loyalty, shifting, 16­-17

Bread & Circus, 4, 30, 237, 252, 268, 269-­72

Brill, Steven, 107

Brill’s Content, 107­-111

broadcast fax, 167

brochures, 105, 146­-49

* distribution of, 151

* software, 169­-70

* trade shows, use at, 261-­62

* Web site “brochureware,” 206

browsers, 175, 181, 203­-204

Buckley, Kathleen, 35, 47

budget for marketing, 1­2. See also costs

bullet, 22

bulletin board, 175. See also BBS

bumper stickers, 133

business cards, 13, 142­-46

* basic, 142­-43

* distribution of, 151

* examples, 143, 145

* fold-outs, 144

* magnetic, 146

* mini-fliers, 143

* multiple, 146

* oversize, 144

* picture/hologram, 144-­46

* Rolodex, 144

* two-sided, 143-­44

* ultra-basic, 143

business directories. See also telephone directories

* ad placement in, 84­-85

* as information resource, 293­-94

buzz, creation of, 289­-91

C

cable television. See Television

calendars

* current events or anniversaries, marketing tied to, 293

* media calendars, listing in, 49

* as premium gift, 140-­41

call-in radio/television programs, 153-­54. See also talk shows

call-outs. See pull quotes

camera-ready, 22

captions, use of, 19

Career Map (Yeager), 253

case histories, use of, 17

Cash Copy (Lant), 21, 235

catalogs, 149, 165

* compilation of, 124

* distribution of, 151

* electronic, multimedia, 168

CD-ROMs, 168­69, 261

Celebrate Today (Kremer), 282, 293

celebrities

* allowing media access to, 60

* as referral source, 275­-77

CGI (Common Gateway Interface), 175

charities

* advertising in program guides of, 87-­88

* telemarketing for, 245

Chase’s Annual Events, 282, 293

chat room, 175

claims, substantiation of, 15­-16

classified advertisements, 78­-86

* cost, 79

* display classified ads, 85­-86

* formats, 83

* frequency of, 83­-84

* headlines, 81, 84

* one- or two-step selling, 79-­80

* placement of, 83

* qualifying prospects, 80­-81

* readership, 83­-84

* service/business directories, 84-­85

* writing and designing, 81­-83

Click2Send.com, 195

click-through, click-through rate (CTR), 175

clip art, 22

closed-format television, 153

clothing, advertisements on, 141

cold calls, 244, 249

CollegeNet.com, 260

columns

* syndicating, 280

* writing, 67­-68

commissions, sales, 254-­55

community access television, 153

community service, 33-­34, 275

company profile, example of, 20

competitors

* comparison to, 16­-17

* referrals from, 277-­78

complaints, resolution of, 238-­39

complementary businesses

* referrals from, 277

* working with, 124

complementary marketing methods, use of, 289

computer artists, 26

Conducent, 170

conference calls, 247-­48

consulting, 282

contests

* store, 266­-67

* Web site, 214

cookie, 175­-76

co-op advertising, 94­-96, 123, 169, 258­-60

copywriting, 13­-22

* assistance, sources of, 25, 292

* books on, 294-­95

* captions, use of, 19

* case histories, 17

* classified advertisements, 81­-83

* competitor comparison, 16­-17

* effective, 13­-16

* grammar and syntax, 21

* headlines, use of, 18-­19

* highlighting benefits, 16-­19

* objections and answers, 17

* Ogilvy’s principles, 19­-21

* qualifications/capabilities summary, 17-­19

* radio spots, 161-­63

Corbett, Michael, 286-­87

corporations, virtual, 171

costs

* classified advertisements, 79

* display ads, 92

* faxes, 167

* fliers, 128­-29, 133

* Internet advertising, 192-­93

* Internet use, 172­-73

* press releases, 30

* radio advertising, 158-­59

* radio/television bookings, 155-­56

* sales commissions, bonuses, awards, and incentives, 254­-55

* search engine listing, 212

* telebridges, 248

* television advertising, 164

* total marketing budget, 1­2

* trade shows, 258

* video production, 165

* Web sites, 202-­203, 212

coupon mailers, 124

coupons, design of, 24

courier services, 118

CPA (cost per action), 176

CPC (cost per click), 176

CPM (cost per thousand), 176

credentials, summary of, 17-­19

cross-promotions, 94­-96

currency conversion Web site, 208

current events publications, 37

customer service, 235-­39

* complaints, resolution of, 238­-39

* contacting clients regularly, 236

* examples, 237­-38

* guarantees and warranties, 236-­37

* tips for, 235­-36

* troubleshooting, 237

* value-enhancers, use of, 236

Cyberian Outpost, 215, 217

cyberspace. See Internet

D

damage control, 34­-35

Daniels, Jim, 181, 213

Daniels, Walter, 198-­99

data security, 195, 205, 216

database marketing, 102

databases

* definition, 39

* Internet and, 209

David, Honoré, 151, 269, 273

David Sams Industries, 264

Dawson, Roger, 252

decals, 133

design, 13

* classified advertisements, 81-­83

* display advertising, 89­-92

* glossary, 22­-24

* principles, 24

* specialists, use of, 24-­27

designers, 26

digest (e-mail), 176

dingbat, 22

Direct Contact Publishing, 167

direct mail, 28, 99­-122, 194. See also mailing lists

* advantages of, 99-­100

* articles sold via, 280

* best customers, mailings to, 121

* books on, 294­-95

* bundling of products, 123-­24

* catalogs, use of, 102, 124

* combined approach, 244­-45

* components of mailing, 104­-107

* co-op advertising, 123

* costs of, 118­-20, 123­-25

* coupon mailers, 124

* database marketing, 102

* delivery services, 118-­19

* examples, 107­-16

* follow-up sales, generation of, 124­-25

* guarantees, 106­-107

* honesty in, 104

* increasing productivity of, 122-­26

* list development and screening, 100-­102

* memos/lift letters, 106

* order fulfillment, 126

* outside help for, 126

* post office guidelines, 111, 117-­18, 125-­26

* postcard decks, 102

* postcards, 104, 119, 125

* preparation of mailing, 102-­104, 125­-26

* quality of mailing piece, 123

* responses, 103­-6, 119-­21

* success of, 119-­21

* targeting, 99­-100, 121

* testimonials, 105

* two-step selling, 125

directories. See also telephone directories

* ad placement in, 84-­85

* as information resource, 293-­94

* Internet, 178, 209

* media, 37, 38

* discussion groups, 176. See also Internet Advertising Discussion List; Internet Sales Discussion List, Pub-Forum

* search tools, 209-­13

* Small Shop PR Agency discussion list, 263

display advertising, 22, 87-­92

* display classifieds, 85-­86

* cost of, 92

* design, 91­-92

* editorial matter reinforced by, 87­-88

* repetition of, 87­-88

* series ads, 88­-89

* shape and size of, 89-­91

* targeting of, 87­-88

display type, 24

domain name, 10, 176, 179-­83

Donovan, Alvin, 155, 254

Down to Business, 185, 213, 215, 293

drop caps (drop capitals), 22

drop-shipping, 216­-17

Dun & Bradstreet Lotus Marketplace, 102

E

e-books, 169

eCommerce (E-Commerce), 176

editorials, 64

editors, 25

* editor’s choice columns, 59-­60

* thinking like, 31­-32

Eicoff, Al, 164

800 numbers, directory of, 77

electronic media, 166-­70. See also faxes; Internet; radio; television

Electronic Retailing, 168

Elenbaas, Dan, 276­-77

e-mail, 184-­96. See also Internet

* address, reading, 184

* America Online (AOL), 179-81

* articles, circulating, 188-­89

* attachments, 187, 190

* automated, 193­-95

* cost of accounts, 172

* data security, 195

* digest, 176

* direct mail, used for, 119

* etiquette, 186­-87, 197­-98

* faxes sent/received via, 167

* free, 180­-81

* HTML, 176, 195-­96

* mailing lists, 125, 188-­93, 214

* mass mailings, 188

* media releases, 49-­51

* multiple readers, access to, 188­-93

* “on vacation” messages, 186, 193

* opt-in, 177

* participation, value of, 189­-90

* programs, 181

* responding to, 187

* rich format, 195­-96

* sig, 177, 185, 197-­201

* targeted internal-list, 190-­91

* targeted personal messages, 184-­86, 195

* trade show prospects, follow up to, 261

emoticon, 176

employees

* customer service by, 239

* sales force (See sales force, management of)

entertainment publications, 37

envelopes, direct mail, 106

ethnic radio programs, 160

events

* current events or anniversaries, marketing tied to, 293

* highlighted, 59­-60

* reviews/previews, 60

expertise, selling, 279­-84

* consulting, 282

* defining self as expert, 279-­80

* franchising, 284

* holiday, creating, 282­-83

* lectures and performances, 280-­81

* political office, running for, 283-­84

* teaching, 281­-82

* writing, 280

eyeballs, 176

e-zine, 176

F

family, referrals from, 276

FAQ, 176

faxes, 167

* broadcast, 167

* for direct mail, 119

* e-mail, sending/receiving via, 167

* fax-backs, automatic, 167

* publicity distributed via, 28

feature articles, 57­-59

* collaboration on, 69

* examples, 66­-67

* promoting, 64-­65

* writing your own, 65­-68

features, television/radio, 64-­65

field (database), 39

fills, 22, 24

filter, filtering, 176

finance publications, 37

flags, 135

flames (Internet), 176, 187, 188

fliers, 105, 127­-33

* color, 129­-33

* cost, 128­-29, 133

* design, 128-­33

* example, 130

* exchanging with other companies, 124

* gang runs, 133

* graphics, 129

* nonposted, 128

* posted, 127­-28

* size/shape, 133

* tear-offs/take-aways, 128

* texture, 133

* type, 129

FlightLink, 167

floppy disks, 169

follow-up

* autoresponder follow-ups, 194­-95

* direct mail follow-up to telemarketing, 120­-21

* e-mail follow-up, to trade show prospects, 261

* sales, generation of follow-up, 124­-25

font, 22

Forbes Online, 195

formats

* classified advertisements, 83

* media releases, 43­-44

forum, 176

four-color, 22

Fox, Frank, 99, 120, 235, 274

frame, 176

franchising, 284

Franklin, Skip, 276­-77

Friedman, D. Dina, 292

Friedman, Stanley D., 31, 42, 44, 64

friendliness, assertive, 243

friends, referrals from, 276

frugalfun.com, 171, 178, 192, 210, 218, 282, 293

FTP (File Transfer Protocol), 176

full-size page, 22

G

Gaines, Barry, 174

Gale Directory of Publications, 37

Gale Encyclopedia of Associations, 37

Gale Holidays and Anniversaries of the World, 293

general interest publications, 37

geographical advertising coops, 94

geographical market, 5

geographical media outlets, 36

Gibson, William, 171

Gidwitz, Teri, 51

GIF (Graphic Image Format), 176, 204

Gill, Peter, 51

Goodman, Danny, 213

GoTo.com, 212­-13

graduated (gradated) fill, 22

grammar, 21

graphic element, 22

graphics, 22, 24, 295

* fliers, 129

* glossary, 22-­24

guarantees, 236­-37

Guerilla Marketing (Levinson), 161

Guest Finder web site, 156

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H

halftone, 22

hand delivery of direct mails, 119

Harris, Monique, 50, 204

Hayes, Charles, 283

headlines, 18­-19, 23, 24

* classified advertisements, 81, 84

* secondary, 23, 24

* subheads, 23, 24

helpful hints checklist, 146

Herold, Jordi, 34, 35, 161, 237, 289

High Probability Selling (Werth and Ruben), 254

holidays, creating, 282-­83

horizontal marketing, 5­6

host. See Web host

house parties as marketing tool, 256

How to Make $50,000 A Year (or More) Creating and Selling Information Products Online (Harris), 204

HTML, 169, 176, 203

HTML e-mail, 176, 195-­96

http: prefix, 176, 177

hypertext links, 174, 214-­17

I

IBM, 179

illustrators, 25

image, 4­12

* appropriate image, creation of, 7

* changing, 12

* components of, 4

* consistency of, 4, 7

* letterhead, 11

* logos, 10-­11

* matching to market, 4­7

* multiple campaigns, 11­-12

* slogans, 11

imagesetter, 26

I-Media Fax, 167

impressions, 176

Indian River Gift Fruit Company, The, 174

InfoEx.com, 195

infomercials, 168­-69

information services (information utilities), 169­-70, 176, 179-­81

informational calls, 246

insert, 23

intellectual property, protection of, 169

interactive medium, 168, 174

Internet, 171­-78. See also Discussion groups; domain name; e-mail; interactive medium; web sites

* advertising on, 192-­93

* anticommercial nature of, 174

* articles, circulating, 188-­89

* basic navigation of, 177-­78

* bookmarks/favorite places, 178

* connecting to, 179­-84

* customization, 174

* damage control using, 35

* data security, 195, 205, 216

* global access via, 207­-208

* glossary, 175­-77

* history of, 171

* hypertext links, 174, 214-­17

* letters online (posts), 63-­64

* marketing tool, use as, 173-­75

* multimedia approach using, 168

* networking via, 278

* newsgroups, 189­-90

* newsletters, 191-­93, 214

* personal contact, use for, 172, 195

* press release distribution services, 38

* research databases, 37

* resources, 293, 295

* richness of, 174

* savings from use of, 172­-73

* searches, 178

* sponsoring mailing lists/newsletters, 191-­92

* television connection, 178

Internet Advertising Discussion List, 170, 187, 189, 217, 293

Internet Chronicles Support Team, 204

Internet Media Maximizer, 186

Internet Sales Discussion List, 50, 178, 189, 192, 194, 198, 215, 216, 293

Internet service providers (ISPs), 176, 179­-81

Internic.net, 183

interviews, news, 153

introduction, value of, 249

ISPs. See Internet service providers (ISPs)

J

Jackson, Suzanne, 263

Java, 204

JPEG, 176, 204

Jud, Brian, 165

K

Kan, Lydia, 194­-95

Kawasaki, Guy, 237

Kennedy, Dan, 16

Kent, Peter, 202

keywords, 178, 210-­13

Kinnard, Sharon, 195

Kluytmans, Terry, 216-­17

Knox, Neil, 172

Kroupa, Gene, 61

Krupin, Paul, 42, 45, 167

L

Landen, Hal, 164

Lannon, Dave, 4, 30, 237, 252, 268

Lant, Jeffrey, 5, 21, 26, 39, 65, 98, 235, 255, 264, 290­-91

Larson, Gary, 276­-77

lawn signs, 135­-36

layout, 19­-21, 23, 71-­73

leading, 23

leads. See prospects

lectures, 280-­81

Leduc, Bob, 15-­16

letterhead, 11

letterpress, 23

letters, direct mail, 105

letters to the editor, 60-­64

lettershops, 126

Levinson, Jay Conrad, 161

lift letters, 106

limited-time offers, 14­-15

line art, 23

listserves, 176, 188

logos, 10­-11, 13, 24

LOL (laugh out loud), 176

Lowry, Sherry, 247-­48

Lustina, John, 215

luxury goods, multimedia for, 168

M

Mac is Not a Typewriter, The (Williams), 26

Macintosh Way, The, 237

magazine page, 23

magazines, 150

mailbot. See autoresponders

mailing lists, 100­-102, 176. See also direct mail

* accuracy of, 122

* brokers, 101, 125

* classified ads and, 79-­80

* compiling own list, 101

* e-mail, 125, 188-­93, 214

* management services, 193

* matching offer to, 123

* from other businesses, 101

* purging duplicates on, 122-­23

* renting, 101, 125

* from Web site, 214

mailing-list servers, 193

Majercik, David and Carol, 89

majordomo, 177

Make More Money Now (Donovan), 254

market, identification of, 5­7

marketing, defined, 2

marketing piece. See also specific pieces, e.g. brochures

* content, 13 (See also copywriting)

* design (See design)

Marketing with Video (Landen), 164

mascots, 10­-11

Matlock, Jere, 285

McCann, Jim, 94

McCormick, Tim, 156

McLaughlin, Heather, 137

mechanical (layout), 23

media, 282, 295-­96. See also advertising; publicity

* as event sponsors, 34

* types of, 28­-29

media advisories, 48-­49

media directories, 37, 38

media kit, trade show, 260-­61

media list

* development of, 36­-39

* national, 38­-39

* pyramiding coverage, 39­-40

* research on, 37-­38

* use of, 39

media packets, 46­-47, 60

media releases, 41-­56, 175. See also publicity

* basics of, 41­-43

* contacts, 43

* creating news, 54-­56

* customized releases, 45-­46

* distribution services, 38

* e-mailing to prospects, 190

* event summary, 46

* examples, 45-­46, 48, 49, 51-­55

* fancy leads, 51-­53

* formatting, 43­-44

* length of, 44­-45

* news or feature angles, tie ins with, 53­-54

* press packets, 46­-47

* release date, 43­-44

* reviews/previews and, 60

* specialized releases, 47-­51

memos, direct mail, 106

merging data, 39

message board, 175. See also BBS

messenger services, 118

metamedic.com, 210

metasearch tools, 209­-10

Mindspring, 179

mirroring techniques, 254

modems, 178

moderated, 177

monitoring of responses. See responses, monitoring of

multilevel marketing (MLM), 255-­56

multimedia, 168­-69, 296

multiple marketing campaign, 5, 11­-12

MusicNet, 169

N

name of business

* alphabetical placement, 7

* cleverness of, 9

* descriptiveness, 8­9

* expandability of, 9

* Internet domain availability, 10

* personalization, 8

* selection of, 7­10, 296

* tone of, 8

* trademarketability, 9

National Association for the Self-Employed, 31, 155, 244

National Change of Address, 122

national media, 38­39

* regional editions, ad placement in, 98

navigational signs, 136­37

Needle, David, 276

Network Solutions, 183

networks, 278

new product introductions, 59

newbie, 177, 188, 189

news interviews, 153

newsgroups, 177, 188, 189­90

newsletters

* distribution of, 151

* online, 191­93, 214

* publishing, 150, 192­93

* services, subscription to, 69

* sponsorship of, 191­92

newspapers, 29

Nunley, Kevin, 103

O

objections to product, answering, 17, 243­44

offset (photo-offset) printing, 23

Ogilvy, David, 15, 19­21

Ogilvy & Mather, 19, 164

Ogilvy on Advertising (Ogilvy), 19, 164

Ogma, Dan, 185­86

O’Hara, Edith, 238

O’Keefe, Steve, 51

one-step selling, 80

on-hold informational systems, 247

online publicity. See Internet

opinion (op-ed) columns, 67­68

opt-in, 177

order fulfillment, 126

outdoor advertising, 137

Owens, Ray, 192­93

P

package services, 118

packaging, 138­39

Pantone color matching system, 23, 26

Pardue, Bob, 199­200

Parkins, Jerry, 194

paste-up, 23

paste-up artists, 26

PC is Not a Typewriter, The (Williams), 26

Pelto, Lisa, 262

Penny-Pinching Hedonist, The : How to Live Like Royalty with a Peasant’s Pocketbook(Horowitz), 175, 258, 293

people and places columns, 49

performances, 280­81

permissions for testimonials, 16

per-order or per-inquiry advertising, 97

personalized messages, 172, 184­86, 195, 207

photographers, 25

photographs, use of, 60

photostat, 23

picas, 23

pickets, 134

piracy, 169

pitchbook, 250

PlaceWare, 261

point-of-purchase sales, 268

points, 23

political campaigns, 283­84

political publications, 37

Poor Richard’s Website (Kent), 202

portal, 177. See also search engines

postcard decks, 102

postcards, 104, 119, 125

posters, 127. See also fliers

posts (letters online), 63­64

premium giveaways, radio/television, 160­61, 164

premiums, 139­40

press. See media

press releases. See media releases

previews, 60

printers, 26­27

printing

* glossary, 22­24

* resources, 295

problem solver, marketer as, 243

product claims, substantiation of, 15­16

product highlights, 59­60

product line, 4­5

product-specific advertising coops, 94

Professional Association of Résumé Writers, 99, 112, 120

professional publications, 36

professionals, referrals from, 277

prospects

* e-mail to, 190­91

* generating, 80

* identifying, 242, 254

* listening to, 242­43

* media used by, 37

* psychographic categories, 250­54, 295

* qualifying, 80­81

* rapport with, 254

* recency, frequency, monetary data on, 287­88

* referrals, 273­78

* repeat customers, 274

* responses (See responses, monitoring of)

* at trade shows, 264­65

* valuing, 243

* from Web site, 213­14

Pub-Forum discussion list, 293

public domain materials, 169­70

public office, running for, 283­84

public relations, books on, 295

public service announcements, 47­48

public speaking, 280­81, 292­93, 295­96

publicity, 28­25. See also media list

* community service, 33­34

* damage control, 34­35

* deadlines for, 32

* distribution services, use of, 38

* events for, 32­33

* feature articles, 57­59

* in-depth print coverage, 57­69

* making self newsworthy, 31­32

* mechanics of, 32

* media cosponsorship, 34

* national, 38­39

* product or event highlights, 59­60

* pyramiding coverage, 39­40

* tearsheets, 39­40

* types of, 29

Publicity on the Internet (O’Keefe), 51

Publishers Marketing Association discussion group, 189

“puff pieces,” 59

pull quotes, 23, 24

PulseTV.com, 174­75, 216, 217

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Q

qualifications/capabilities summary, 17­19

query letters, 65

R

radio, 29, 282

* advertising on, 158­63

* appearances, 64­65, 154­56, 218

* booking services, 155­56

* call-ins, 153­54

* hosting own show, 157

* news interviews, 153

* noncommercial stations, 159

* on-air tips, 156

* premium prizes, donating or bartering, 160­61

* talk shows, 153­56

* television compared, 152­53

* types of programs, 159­61

* writing spots for, 161­63

Radio-TV Interview Report (RTIR), 156

real time, 177

reality, virtual, 171

record (database), 39

referral customers, 273­78

rejection, acceptance of, 2444

repeat customers, 274

resorts, multimedia for, 168

resources, 292­96

responses, monitoring of, 285­88

* building market base from, 287­88

* changing marketing based on, 288

* direct mail response rate, 103­106, 119­21

* discounts/premiums for mentioning ad, 287­88

* at points of interaction, 286

* techniques, 286­88

* tracking codes for, 287

reverse type, 23, 24, 73

reviews, 60

RGB, 23

rich format e-mail, 195­96

Roebke, Nancy, 198­99

ROFL (roll on floor laughing), 177

Rolodex cards, 144

Rosenberg, Eva, 199­200, 202

RTFM, 177

Ruben, Nicholas E., 254

rules, 23, 24

S

SafeAudit.com, 195, 216

sales

* asking for, 244

* books on, 295

* inbound calls for, 246­47

* one-step, 80

* others’ outlets, selling through, 272

* repeat and referral customers, 273­74

* in stores (See stores, marketing methods for)

* transforming marketing into, 14­15

* two-step, 80, 104, 125

sales aids, free, 93

sales force, management of, 251­55

* client-focused tactics, training in, 252­54

* commissions, bonuses, awards, incentives for, 254­55

* professional development, 255

* rapport with client, 254

sales presentations, successful, 249­56. See also sales force, management of

* audiovisual presentations, 251

* categorizing prospects for, 249­51, 252­54

* multi-level marketing, 255­56

Sandler, David, sales methods of, 249­50

sandwich boards, 134

SASE (stamped self-addressed envelope), 80

Schlomka, George, 30, 55­56

screen, 23

screen savers, 170

search engines, 177, 178, 180, 181­82, 214

* Web site, used with, 209­13

secondary headlines (kickers), 23, 24

Segal, Harvey, 182

service bureaus, 26

service directories, ad placement in, 84­85

service programs, 160

shareware, 169­70

sheltered workshops, 126

shopping cart, 177

shopping channels, 165

sidebars, 23, 24

Siegel, Paul, 207

SIG, 177, 278

sig, signature, 177, 185, 197­201

* etiquette, 197­98

* multiple, 200­201

* when to use, 197­200

signs, 133­38

* billboards, vehicles painted as, 138

* car and truck, 137­38

* interior bus and train placards, 138

* lawn, 135­36

* mini-billboards/point-of-purchase, 134­35

* navigational, 136­37

* pickets, 134

* sandwich boards, 134

* sidewalk, 134

* store window, 134

* vanity plates, 136

Siskind, Barry, 250

slides, color, 26

slogans, 11, 24

Small Shop PR Agency discussion list, 263

SoftLock, 169

software brochures, 169­70

Solomon, Judith, 58

spam, spammer, 177, 188

special effects, 23, 24, 162

special interest groups (SIG), 177, 278

special interest media outlets, 37, 159, 160

spiders, 177, 209­13

Spool, Jared, 190­91

spot color, 23, 24, 73, 132­33

stat camera, 23

stat camera operators, 26

Steinfeld, Jay, 199­200

Sterne, Jim, 189

Stevenson, Alexsandralyn, 120

stores, marketing methods for, 266­72

* example, 269­72

* hosting special events, 268

* others’ outlets, selling through, 272

* passers-by converted into customers, 266­68

* store window merchandising, 266­67

* up-selling from within, 268­69

strategic market planning, 292

subculture radio programs, 160

subheads, 23, 24

Successful Exhibitor’s Handbook (Siskind), 250

Sugarman, Joseph, 18

summary of marketing campaign, 5, 11

Sun Microsystems, 172, 204

sunbursts (or starbursts), 23, 24

surveys, telephone, 246

symbols, 10­11

syndication, 280

syntax, 21

T

tabloid, 23

talk shows, 64­65

* advertising on, 159

* appearances on, 154­56

* call-ins to, 153­54

target market, 6­7

teaching, 281­82

tearsheets, 39­40, 60

technical journals, 280

telebridges, 247­48

telemarketing, 240­48

* asking for sale, 244

* for charity, 245

* direct mail follow-up, 120­21

* effective methods, components of, 241­45

* good situations for, 245

* inbound, 246­47

* informational calls, 246

* objections and answers, 243­44

* on-hold informational systems, 247

* problems with, 240­41

* surveys, 246

telephone directories, 7­9. See also Yellow Pages

* toll-free number directory, 77

* U.S. directories, compilation of, 102

* White Pages, 75­76

telephone services, 70­77. See also Yellow Pages

* options, 76­77

* phone number, choice of, 77

television

* advertising on, 163­65, 217­18

* appearances, 64­65, 154­56

* booking services, 155­56

* call-ins, 153­54

* community access vs. closed-format, 153

* hosting own show, 157

* Internet connection, 178

* news interviews, 153

* on-air tips, 156

* compared with radio , 152­53

* shopping channels, 165

* talk shows, 153­56

testimonials, 15­16, 64, 105

* cross-promotions, use for, 94­96

text, 23, 24

text effects, 23, 24

text wrap, 23, 24

thank yous, 273­74

Thirteenth Street Repertory Theater, 238

thread, 177

Timetables of History, The, 293

tipsheets, 213­14

toll-free number directory, 77

tophosts.com, 202

tote bags, advertisements on, 141

Toyota, 168

trade association advertising coops, 94­95

trade journals, 36, 59, 280

trade shows, 257­65

* co-op booth, 258­60

* costs of, 258

* getting prospects to booth, 264

* objectives, 257­58

* press kit for, 260­61

* private shows, 265

* right show, selecting, 258­59

* show floor vs. booth space, 257­58

* size of booth, 259

* staff for, 259

* tips for, 258, 261­63

* tracking visitors, 261, 264

trademark, 9

troubleshooting, customer service, 237

20/20 Vision, 273, 286

two-step selling, 80, 104, 125

typeface, 23

typeface family, 23­24

typesetters, 26

typesetting characters, 26

TYVM (thank you very much), 177

U

Ultimate Benefits, 5

Ultimate Marketing Plan, The (Kennedy), 16

Unique Selling Proposition (USP), 4

United States Postal Service, 111, 117­18

unmoderated, 177

URL, 177, 182, 251

V

value-enhancers, use of, 236

van Heuman, Cor, 42

vanity plates, 136

VBG (very big grin), 175

VCR programming code, 169

vehicles, advertisements on/in

* billboards, used as, 138

* car and truck signs, 137­38

* interior bus and train placards, 138

* vanity plates, 136

vertical marketing, 6

videos, use of, 164­65, 168­69, 251, 296

virtual corporations, 171

virtual reality, 171

VirtualPROMOTE Gazette, 207, 213, 260, 293

visual marketing, 127­41

visuals. See design

voice mail, 166­67

Voice of Wellness, 217

Vorwerk, John, 194

W

warranties, 236­37

Wason, Mary Lu, 178

Web hosts, 177, 181

Web Marketing Today (Wilson), 212, 293

Web rings, 215

Web sites, 28­29, 169­70, 189, 202­8, 251

* address, publicizing, 75, 217-18 at least

* advertising on, 218

* affiliate programs, 215­17

* AT&T, 77

* classified ads and, 79­80

* contests, 214

* costs of, 202­203, 212

* creating, 203­207

* currency conversion site, link to, 208

* data security, 195, 205, 216

* frugalfun (See frugalfun.com)

* hypertext links, 214­17

* marketing tool, use as, 173

* off-line promotion, 217­18

* page title, 210

* personalization of, 207

* press kit for, 47

* for press release distribution, 38­39

* publicity forms, use of, 51

* radio/television bookings, 156

* registering, 183

* savings from use of, 172­73

* search engines used with, 209­13

* tracking visitors, 218­19

* visitors, registration of, 213­14

Webber, Sheila, 207­208

WebCallback, 172

WebStep 100, 210

Webzine, 177

Werth, Jacques, 254

Westergaard, Janet, 50­51

Western Union, 118

Westheimer, Mary, 200

White Pages, 9, 75­76

white space, 24

Wieler, Bob, 31, 155, 244

Williams, Robin, 26

Wilson, Jim, 213, 260 his publication, VirtualPromote, is also cited on 207 and 293

Wilson, Ralph, 212, 213, 293

WinFaxPro, 167

Woodhead, Robert J., 213

Woolford, Leah, 173, 197

World Wide Web Marketing (Sterne), 189

World Wide Web (WebWEb, WWW, W3), 177. See also Internet

writers, 25

X

xerographers, 26­27

Y

Yahoo, 209, 210, 213

Yeager, Neil, 253

Yellow Pages, 7­8, 37, 70­75

* account executive, use of, 74

* contract for, 74

* cost of, 93

* geographical distribution, 73­74

* headings, selection of, 70­71, 74

* problem resolution, 74­75

* visibility, increasing, 71­72

Z

Zinman, David, 63

ZipLip.com, 195

Zubar, Natalie, 191

Zuckerman, Amy, 42, 43

Zylph, Simon, 70

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