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Your Marketing Sucks.by Mark Stevens
Synopses & Reviews
“Your marketing sucks . . .”
What in the world does Mark Stevens mean?
For starters, lets take spending camouflaged as marketing. Everyone sees all those expensive, slick, pointless campaigns day after day. Just turn on your TV set and there are all the look-alike ads from Ford, GM, and Chrysler with look-alike cars going down . . . a road. Creative? Probably yes—nice scenery, good-looking people, etc., etc. But effective? Mark Stevens says absolutely not. Like youre going to spend $30,000 or more for the privilege of seeing a car go down . . . a road? Wouldnt it be easier for the Big Three in Detroit just to open the windows at their ad agencies and throw out gobs of thousand-dollar bills?
Dont get Mark Stevens started on marketing that sucks, or he might mention all those oh-so-cool people-in-black at the ad agencies developing campaigns that generate all kinds of buzz—in the advertising community. But not in the marketplace. (Oops.)
Note to advertisers from Mark Stevens: If you have an advertising agency that applies for any kind of an award (Clios, whatever), fire them immediately. They shouldnt be in the business to win ego awards for beautiful ads. They should be creating ads that sell. Period! If they talk about building “mind share,” fire them immediately as well. Thats just another way of saying theyll camouflage their failure to generate sales behind an intellectual smoke screen.
Mark Stevens is the best friend of anyone with a product or service to sell who wants to use marketing as a basis for growing the business. What he provides both entrepreneurs and Fortune 500 types is a hard-nosed, “prove it to me” program that demands accountability for every dollar spent on marketing so that it brings in more revenue or customers, preferably both. Use his program and you wont be throwing money out the window.
Your Marketing Sucks is chock-full of practical ideas such as:
* Marketing is not about advertising, public relations, or direct mail. It is about growing the revenues, profit, and valuation of the business.
* The marketing moratorium. Stop all your marketing for a month and you may be surprised at what happens. Sales have actually risen at some companies, a sure sign that, prior to the moratorium, they were throwing money out the window.
* Why the worst ads are actually the best. Start paying attention to the genius of the infomercial and cast a very skeptical eye on the kind of ads you see during the Super Bowl.
* Reverse engineer your marketing so that it starts at the point-of-sale. Because nothing happens unless a sale is made.
* Employ a swarming offense. Hit customers from every possible angle—print ads, sales displays, e-mails, infomercials.
* Pick the low-hanging fruit. Cross-sell to clients and customers.
Mark Stevens shows how to conceive an innovative, effective marketing campaign strategy—like Bill Gatess battle cry of “putting a computer on every desk and in every home”—and then monitor the results. The idea is to spend your marketing budget only in ways that will give you a measurable return on your marketing dollars. Thats more than good marketing: Its how you grow a business. And thats what this book is all about!
Mark Stevens delivers a powerful message: If your marketing effort consists of campaigns with elusive goals like building mind share, If it puts the budget first (a $$$$ marketing campaign!!!) and makes specific goals an afterthought, if it does anything other than increase sales or build a wider customer base, then you are throwing money away and your marketing sucks. In Your Marketing Sucks, Stevens shows how to conceive an innovative, effective marketing strategy--like Bill Gates's battle cry of putting a computer on every desk and in every home--and then monitor the results. The idea is to spend your marketing budget only in ways that will give you a measurable return on your marketing dollars. This is essential reading for anyone who wants to build their business, from small business owners to Fortune 500 managers marketing vast product lines.
About the Author
Mark Stevens, president of MSCO, is one of the nations leading experts in ROI-based marketing and the creator of the Extreme Marketing process. He is an entrepreneur, advisor, business builder, and author of such prominent books as The Big Eight, Sudden Death: The Rise and Fall of E. F. Hutton, and Extreme Management.
Table of Contents
Why your marketing sucks — Nothing happens until a sale is made — Start with a blank page — Make a spectacle of yourself or your company — There are no one trick ponies — Extreme marketing in action — Ready, aim, fire! — Pick the low-hanging fruit — Don't go back to the office.
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