100-Great-Marketing-Ideas.pdf

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100 Great Marketing Ideas (100 Great Ideas)
100
Great
Marketing
Ideas
from leading companies
around the world
Jim Blythe
 
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100
MARKETING
IDEAS
FROM LEADING COMPANIES
AROUND THE WORLD
Jim Blythe
GREAT
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Copyright © 2009 Jim Blythe
First published in 2009 by
Marshall Cavendish Editions
An imprint of Marshall Cavendish International
1 New Industrial Road, Singapore 536196
Other Marshall Cavendish offi ces: Marshall Cavendish Ltd. 5th Floor, 32–38 Saffron Hill,
London RC1N 8FH, UK • Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown
NY 10591-9001, USA • Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Flr,
Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish
(Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000
Shah Alam, Selangor Darul Ehsan, Malaysia
Marshall Cavendish is a trademark of Times Publishing Limited
The right of Jim Blythe to be identifi ed as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted,
in any form or by any means, electronic, mechanical, photocopying, recording or otherwise,
without the prior permission of the copyright owner. Requests for permission should be
addressed to the publisher.
The author and publisher have used their best efforts in preparing this book and disclaim
liability arising directly and indirectly from the use and application of this book.
All reasonable efforts have been made to obtain necessary copyright permissions. Any
omissions or errors are unintentional and will, if brought to the attention of the publisher, be
corrected in future printings.
A CIP record for this book is available from the British Library
ISBN 978-0-462-09942-2
Designed by Robert Jones
Project managed by Cambridge Publishing Management Ltd
Printed in Singapore by Fabulous Printers Pte Ltd
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CONTENTS
Introduction
vi
The ideas
1 Give the product away
4
2 Make it fun
6
3 Get decision-makers together
8
4 Tease your customers
10
5 The “real money” mailing
12
6 Withdraw the product
14
7 Find the key account
16
8 Add some value
18
9 Do something different
20
10 Respect your consumer
22
11 Play a game
24
12 Bring a friend
26
13 Use promotional gifts that really promote
28
14 Do not bind the mouths of the kine
30
15 Empoweringstaff
32
16 Speak the customer’s language
34
17 Build your corporate culture
36
18 Have a startling brand
38
19 Make the product easy to demonstrate
40
20 Throw a party
42
21 Follow up on customers later
44
22 Lost customers are not always lost
46
23 Bait the hook
48
24 Hold on to those brochures
50
25 Show people the competition
52
26 Take your partners
54
27 Making exhibitions work
56
28 Set the price, even on things you are giving away
58
29 Let them shout!
60
30 Turn a disadvantage to an advantage
62
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31 Develop an icon
64
32 Educate your customers
66
33 Tap into country-of-origin effect
68
34 Charge what the service is worth
70
35 Beconsistent
72
36 Love your customers, love what they love
74
37 Make it easy for people to pay
76
38 Credit where credit’s due
78
39 Don’tcompete
80
40 Keep them waiting
82
41 Form a club
84
42 Get the layout right
86
43 Avoid annoying the customers
88
44 Work with the negative aspects of your product
90
45 Put yourself on a networking site
92
46 Discourage the undesirables
94
47 Watch how people actually use your products
96
48 Form a panel
98
49 Get somebody else to pay for what you give your
customers for free
100
50 Make people behave
102
51 Give people something that helps you to communicate
your brand to them
104
52 Help your allies to help you
106
53 Keep your eggs in one basket
108
54 Whet the customer’s appetite
110
55 Be startling in ways that involve your customer
112
56 If you’re on the web, you’re global
114
57 Look beyond the obvious
116
58 Find the USP
118
59 Reposition into a better market
120
60 Use the packaging
122
61 Infl uence the infl uencers
124
62 Research your customers
126
63 Involve your customers
128
64 Integrate your database
130
65 Tap into the social network
132
66 Flog it on eBay
134
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