The Silent Salesmen: Guaranteed Strategies for Increasing Sales and Profits Using Promotional Products

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The Silent Salesmen: Guaranteed Strategies for Increasing Sales and Profits Using Promotional Products

Format:  Hardcover,

280 pages

Publisher: John Wiley & Sons

Publish Date: Nov 2008

ISBN-13: 9780470270356

ISBN-10: 0470270357

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Book Information

The following content was provided by the publisher.
How to create a successful promotional product campaign for any business

According to award-winning direct marketer Mitch Carson, business owners and marketers should understand the value of using promotional items for business growth, and how to create successful promotional product campaigns. In "The Silent Salesmen," Carson introduces his proven, simple promotional product strategies that are guaranteed to increase sales and profits. Business owners and marketers will discover step-by-step tips on how to develop and implement a versatile marketing plan that encompasses ready-to-use samples of sales materials paired with unique and memorable promotional products. Combined, these tools will make for an extremely effective (and profitable) marketing message.

Specifications

Author:
Publisher: John Wiley & Sons
Publish Date: Nov 2008
ISBN-13: 9780470270356
ISBN-10: 0470270357
Format: Hardcover
Number of Pages: 280
Shipping Weight (in pounds): 2.0
Product in Inches (L x W x H): 6.4 x 1.2 x 8.9

Chapter outline

Forewordp. xi
Prefacep. xiii
Making Promotional Products Work for Youp. xiii
Benefits of Promotional Product Marketingp. xiv
Ready to Get Started?p. xiv
Acknowledgmentsp. xvii
The Potency of Promotional Productsp. 1
Your Customers Need Youp. 3
Psychology of Promotionp. 4
Sales Promotionp. 7
Public Relationsp. 9
Human Resourcesp. 10
Your Marketing Planp. 13
Current Situationp. 14
Measurable Objectivesp. 18
Marketing Strategyp. 19
Action Plan and Budgetp. 22
Advertisingp. 25
Advertising Basicsp. 26
Sequential Mailingsp. 27
Direct Mailp. 31
E-Mail Marketingp. 35
Advertisingp. 38
Web Site Marketingp. 40
Trade Show Marketingp. 43
Maximizing Trade Shows with Promotional Productsp. 44
Phases of Trade Show Marketingp. 45
Before the Showp. 50
At the Showp. 56
After the Showp. 57
Sales Promotionp. 59
Setting Objectivesp. 60
Durationp. 60
Selecting Strategiesp. 61
Developing Tactics to Meet Objectivesp. 62
Putting the Promotion into Actionp. 63
Developing Goodwillp. 71
Increasing Response Rates and Expenditurep. 71
Types of Sales Promotionsp. 72
Reward the Promoters of the Promotionp. 76
Public Relationsp. 79
Promotional Products and Public Relationsp. 80
Public Relations Programsp. 81
Sample Press Releasesp. 88
Human Resourcesp. 91
Psychology of Motivationp. 92
Trainingp. 93
Motivation and Moralep. 95
Tap into the Powerp. 99
Silent Salesmen Workbookp. 103
The New Realityp. 104
Business Profilep. 105
Focus on the Futurep. 106
Seven Emotional Appeals That Stimulate Actionp. 110
Identify Your Target Marketp. 113
Identify and Analyze Your Competitionp. 130
Entice Your Prospects to Contact Youp. 151
Identifying Your Unique Comparative Advantagep. 151
Effective Marketingp. 156
Getting More New Customersp. 157
Million-Dollar Case Studiesp. 197
Trash Can Mailerp. 202
Newsletter Article Promotionp. 226
X-Ray Mailerp. 229
Sweet Mailer Programp. 230
Sample Carpet Cleaning Promotionp. 235
Sample Dentist Programp. 238
Sample Realtor Programp. 243
Sample UPS Store Programp. 245
Sample Insurance Sequential Mailersp. 246
Holiday Promotionsp. 253
Gemstone Promotionsp. 257
Anniversary Promotionsp. 260
Success Storiesp. 261
Glossary of Useful Termsp. 263
Resource Guidep. 269
Charitiesp. 269
Demographic Datap. 269
Direct Mailp. 269
Industry Informationp. 270
Public Relationsp. 270
Trade Show Exhibitsp. 270
Special Offerp. 271
Indexp. 273

Book description

How to create a successful promotional product campaign for any business

According to award-winning direct marketer Mitch Carson, business owners and marketers should understand the value of using promotional items for business growth, and how to create successful promotional product campaigns. In The Silent Salesmen, Carson introduces his proven, simple promotional product strategies that are guaranteed to increase sales and profits. Business owners and marketers will discover step-by-step tips on how to develop and implement a versatile marketing plan that encompasses ready-to-use samples of sales materials paired with unique and memorable promotional products. Combined, these tools will make for an extremely effective (and profitable) marketing message.

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