Bigger, Badder, Better! ATTACK OF THE KILLER MARKETING TACTICS! A few years back, marketing super-guru Tom Feltenstein in rewrote the book on high-impact marketing that works. Fast-forward to today and new technologies, more sophisticated consumers/competitors, and a whole new media landscape have changed all the rules. In response, Feltensteinhas upped his game, and in , he delivers even MORE sure-fire marketing strategies and tactics that let you outwit, outthink, and outsell the other guy. Based on case studies of clients ranging from small nonprofits to giants like Coca-Cola and McDonald's, this book delivers tips and tricks on a range of hot topics: Planning the Battle--and Choosing the Right Tactics - eMarketing, Digital Media/Social Networking - Grand Opening/Reopening and Holidays - Four Walls Marketing - Direct Mail and Ads, Coupons and Tear-outs, Event Tie-ins, and Gift Certificates - Marketing Measurement No matter what your budget is, you can still wage cutting-edge marketing and promotional campaigns that get the word out about your business, cement the loyalty ofyour existing customers--and win more new customers than you can handle. About the Author Tom Feltenstein is the CEO and founder of Power Marketing Academy, a leading consulting firm that consults and educates businesses in the industries of retail, hospitality, and service. PMA conducts clinics, seminars, strategy sessions, trainings and speaking events. A visionary counselor to Fortune 500 companies and franchise organizations, he speaks and holds seminars to over 60 companies a year all over the world. Prior to his 25 year trajectory as a consultant to Fortune 500 companies, he began his career with McDonald's Corporation. He later served as senior vice-president for Bozell, an international multi-billion dollar advertising agency. Author website: http://www.tomfeltenstein.com/ About the Author Tom Feltenstein is the CEO and founder of Power Marketing Academy, a leading consulting firm that consults and educates businesses in the industries of retail, hospitality, and service. PMA conducts clinics, seminars, strategy sessions, trainings and speaking events. A visionary counselor to Fortune 500 companies and franchise organizations, he speaks and holds seminars to over 60 companies a year all over the world. Prior to his 25 year trajectory as a consultant to Fortune 500 companies, he began his career with McDonald's Corporation. He later served as senior vice-president for Bozell, an international multi-billion dollar advertising agency. Author website: http://www.tomfeltenstein.com/ 501 KILLER MARKETING TACTICS to Increase Sales, Maximize Profits, and Stomp Your Competition By TOM FELTENSTEIN The McGraw-Hill Companies, Inc. Copyright © 2010 Tom Feltenstein All rights reserved. ISBN: 978-0-07-174063-0 Contents Preface: Marketing Is a Way of LifeAcknowledgments1 Planning the Battle—The Basics2 How to Choose the Right Tactics3 Ten Steps before Launching Any Promotional Tactic4 Must-Do Business Tactics5 Marketing to Your Internal Customers6 Grand Opening/Reopening Tactics7 Four Walls Promotions8 Zone Merchandising Tactics9 Existing Customers10 New Customers11 Promotions for Charities and Churches12 Civic Tactics13 Direct Mail and Ads14 Staff Incentives15 Miscellaneous Tactics for Retailers16 Cards, Coupons, Tear-Outs17 Community Tactics18 Students and Their Families19 Leisure Time Tie-Ins20 Service and Professional Businesses21 Restaurant, Food-Service, and Beverage Companies—Within Your Four Walls22 Gift Certificates23 Theme Nights24 Drive-Through Tactics25 Outrageous Ideas26 Nonprofit Tactics27 Opening Anniversaries28 Holiday Tactics29 Thanksgiving and Christmas Tactics30 Quick College-Year Promotions31 E-marketing32 Digital Media Tactics33 Social Networking Tactics34 Marketing Measurement TacticsIndex Excerpt CHAPTER 1 Planning the Battle—The Basics Without promotion, something terrible happens—nothing! —P. T. BARNUM, circus impresario This book is a working manual of promotional ideas and programs for yourbusiness, based on the guiding principle that everything you need in order togrow your business is within your four walls and your neighborhood. This is agold mine of tactics (the building blocks of the marketing plan of anyorganization) that when selected, assembled, and tailored by you, will help youmeet your specific objectives. They work best when they are executedconsistently as part of an overall plan of action that is intended to last fromseveral months to a year. I strongly recommend that you develop a firm marketingplan before you begin your promotional activities. When I sit down to speak with new clients, they are often surprised when I startoff my marketing discussion by talking about their internal customers, betterknown as their employees. Employees' lives are enriched when they sensecommitment and caring from those whom they work for and with. When their work isfulfilling,