Book Description
With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.
Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between.
How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.
Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:
* How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages.
* How to budget the program.
* Pitfalls, cautions, and opportunities.
* How to put it all together with procedures and checklists.
Examples of leading promotions from Campbell Soup, General Mills, Stanley Tools, and Procter & Gamble. Every business, from small businesses to agencies to corporations to sales organizations to B2Bs, want to increase sales.
With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.
Customer Reviews:
Highly Recommended!.......2005-04-25
Readers instinctively understand that every topic is not equally adaptable to narrative treatment. You could read about Tiger Woods for a month, for example, and not improve your golf game by a stroke. In promotional marketing, however, the opposite is true. The marketer's tool kit only holds so many tricks, and many are careworn from repetitive use. That means you can learn tons about executing a sales promotion by reading a book, if you find the right one. Good news: this is that tome. Combining their many years of experience, Steve Smith and Don E. Schultz adroitly blend the practical with the strategic. Their book is packed with budget tips, planning advice and execution checklists. We recommend this comprehensive, insightful review even for battle-scarred veterans of the promotional wars. For new arrivals, here's the marketer's promo tool kit, ready to go.
Common Sense from Two Practicing Professionals.......2005-03-02
At last, an updated, readable reference on sales promotion from two consumate pros!
Promotion remains one of the most misunderstood of all marketing disciplines. The team of Smith and Schultz provide a logical framework to help the novice or the old hand intelligently plan their sales promotion programs.
What you see in the title is what you get in the book. Straightforward, common sense counsel. The authors take their subject quite seriously, but (fortunately for the reader) don't take themselves so seriously that their book fails to entertain, as well as inform.
Expert promotional guidance.......2005-01-13
I have been in the marketing business for years and you can never know enough. Unfortunately, most of the literature out there is either academic in nature or light industry news - nothing you can actually apply to your business. This book is the exception. Finally, here's a complete reference and how-to manual, breaking down every promotional tactic and describing how to evaluate, budget, plan and implement. The index alone is a brainstorm starter. Other marketing areas like advertising, PR and direct have excellent how-to books. Now promotional marketing has one and I find myself visiting this book frequently for expert guidance.
Almanac for Promotional Marketers.......2005-01-09
I can't imagine many people will read this outstanding book cover to cover, like they'd read a book at the beach. That's because it contains so much reference material. It has almanac qualities: it's a compendium of tables, checklists, and laundry lists...of very useful information.
Instead of reading it straight through myself, I've been living with the book for the last two weeks. I've picked the chapters I've wanted to read in full (and read them), and used various other sections as needed. In that time, the book's become sort of a right-hand office assistant.
The style of the book is arresting - in a good way. Steve Smith and Don Schultz view the subject of sales promotion differently, and it shows. Professor Schultz leads off the chapters with "some relevant research, basic concepts, and the like." Then Mr. Smith gives his practical, `real world' perspective. Sometimes the opening train of thought flows smoothly to the next; other times it does not. But the content is always complementary, not contradictory, and, by the time you've read a chapter you feel you've got a nice grasp of the subject.
I particularly like Mr. Smith's style. He has an easy way of addressing the pertinent aspects of running promotions, and he gets straight to the insightful parts without a lot of wasted words. (You can even read his sections back to front, I discovered!)
When he's not delivering chunks of insight, he's classifying, organizing, and providing checklists - putting the whole world of sales promotions and employee incentive (performance) programs in perspective. For a new marketer like me, I feel I've been given the best foundation imaginable.
Each author has clearly enjoyed his respective career working with sales promotions. I was reminded over and over while reading how fun and interesting it is, the challenge of finding, creating and offering things valuable enough to other people to move one's own organization forward. Thanks to both of them for their enthusiasm.
Keeler Cox
Sharon, PA
Book Description
All the usual thinking about branding, recognition, good will and motivation is fine. But how about a more aggressive goal for your next promotional campaign?
Make All Your Marketing and Advertising More Accountable
If you've only ever used promotional products as handouts or giveaways, you're missing the boat. In this insightful book, written by two internationally recognized promotions experts on two continents, you'll discover that the true value of promotional products lies in their ability to reach your prospects affordably, create ongoing awareness and literally quantify the performance of every marketing medium you use.
Inside this book, you'll learn:
* The Four Factors of Successful Promotions
* How to Reap the Benefits of Residual Marketing
* The Big Difference Between Giveaways and Promotions
* How to Balance Budgets, Quality and Quantity
* The Necessity of Having a Purpose for Your Promotion
* How to Choose the Appropriate Product
* Secrets of Saving Time, Money & Headaches with Artwork
* How to Maximize Trade Show Response
* What to Expect from Your Promotional Products Advisor
* Basic Do's and Don'ts of International Gift Exchange
* A Quick Guide to Industry Changes & Buzzwords
* How to Enhance Your Image with Corporate Apparel
* ...and much more
Customer Reviews:
Good For Anyone Getting Into This Business.......2007-04-15
If you're just starting out selling promotional products, this book will help take off about 3 months of learning the hard way.
A Major Disappointment........2006-05-26
First, at $20, this slim 100 page book is at least $10 OVERPRICED.
Based on all the great reviews, I couldn't wait for this book to arrive. WOW! What a letdown. The concept of the book is great, but there's little information in here that's of great insight...VERY little meat. The information that is here is presented well, and there are a few good ideas. But perhaps there's not enough info. on this topic to warrant a book.
For the most part, the book is full of common sense and generalities. The following aren't exact quotes, but close enough: "Make sure people that you hire know what they're doing" & "when people come up and talk to you, make them feel special."
The authors state that there are 100's of thousands of promotional products & that they can't possibly cover every one. Sadly, not even the major categories were covered adequately.
They state throughout the book that you need the help of a "trained promotional products advisor" to steer you on the right path & make sure you don't screw up. Well, that's what I thought I was buying this book for...to help me do a good job & not get it wrong! Whatever knowledge it is that these "advisors" have, I expected most of it to be in this book. Especially when they've got a $20 price on it.
Save your money for something else.
I'll pass this on to my clients!.......2006-04-10
Super Book that is complete and fulfilling to pass on to my clients (if anything, my larger clients). This will help my clients understand really what all I do for them to do such complete and accurate work for them.
It was very helpful but I have missed some informations.......2004-04-26
It's a very helpful book when you want to sell promotional products. But I have missed some Informations. For example I could not find any Informations about Promotional Products Marketplaces. (like www.crobike.de or www.charityvillage.com) Nevertheless it's one of the best books about promotional products
A One of a Kind Book!.......2004-02-08
There's nothing on the market like this book. As a Promotional Products Advisor for over eleven years, I have always wished for a way to teach my clients about the power of promotional products. My wish has been granted. The book is quick and easy to read yet authoritative and practical. It's a must read for every Promotional Products Advisor, but, more importantly, must be read by every business owner and corporate executive to learn how to take full advantage of the marketing value of promotional products. Don't buy one copy of this book...buy ten and get them into the hands of marketing decision makers as soon as possible.
Book Description
Beyond Location, Location, Location presents a smooth, rational process for anyone who wants to better define and leverage a commercial property's competitive advantage. Grounded in three key components - people, property, and process - and complete with reproducible work guides, checklists, exhibit ideas, and tips, this book is for both a novice as well as experienced property marketers. This book takes marketing basics and guides owners, brokers, property managers, developers, builders, and others through the business of promoting their properties.
Book Description
Strategies for creating a compelling book marketing kit that draws the attention of book buyers and the media are presented in this insider's guide to successful book promotion. Laying a solid foundation for the development of all book marketing materials, this step-by-step guide includes tips for developing an author biography that makes the author irresistible, organizing an article to position the author as an expert, and getting a foot in the door with an informative catalog sheet. Addressing specific solutions for unique needs, the advice provided is appropriate for those just publishing a book as well as those interested in pumping some life back into already existing titles.
Customer Reviews:
Big advice in a small book.......2007-05-17
Stop me if you've heard this one before. After months--and sometimes years--of dedicated writing, rewriting, and rewriting some more, you've finally finished that manuscript and even found a publisher. Lo and behold, you discover the real work has just begun.
Once upon a lovely time, publishers--the really big ones, anyway--took charge of marketing and promoting new books. As the author, you might be expected to make a few public appearances, but the publisher handled little things like setting up venues and contacting the media.
But enough with the fairy tales. These days, author's are shouldering more and more of the promotional (and financial) load of getting their books to market.
Was that last paragraph enough to make you quake in your comfy slippers? Relax. This just might be a fairy tale after all, because here comes the hero riding to your rescue. (Or perhaps author Dawn Josephson is more akin to a fairy godmother.)
Putting It On Paper: The Ground Rules for Creating Promotional Pieces That Sell Books is the first book in The Ground Rules Series and a great starting point.
Once you pick up this handy guidebook, you won't want to put it down. Chapter by chapter, Josephson walks you through all the elements of book promotion, from writing press releases to drafting catalogue sheets and everything in between. She supplements each chapter with real-world samples, frequently asked question (and corresponding answers), and a summary of key points. Josephson manages to cover a lot of ground (rules) in one slim volume without ever seeming over-whelming. Carolyn Howard-Johnson's excellent book The Frugal Book Promoter, by comparison, is far longer and thus more detailed. Both books have value, and both belong in any serious author's resource library. However, the novice book promoter might find Putting It On Paper less intimidating as a starting point.
Whether you've written one book or twenty (or even if you're still dreaming of that first completed manuscript), do yourself a favour and invest in your own copy of Putting It On Paper. You won't be sorry.
Light Shed by Dawn.......2007-02-12
Dawn Josephson has written one of the most useful "how-to" books I've read in my quest to learn how to market my own books.
She gives lots of examples of cover letters, press releases, "sell-sheets" (I had no idea what that was!), and supplementary materials such as bookmarks, post cards and counter cards (I was pretty uninformed about these, too).
Obviously I needed help, and thanks to this book, help is at hand.
Thank you Dawn!
Stylish and Effective Book Promotion .......2006-06-10
"If I had more time, I would have written less." ~Mark Twain
Dawn Josephson interviewed book reviewers and buyers from major distribution houses to find out which press kits get a positive response. The promotional pieces you use help to get your book noticed and create an inviting space where the reviewer can view comments, interviews, extra details and maybe even customized bookmarks with a matching business card.
If you have written your book and it is being published, media kits may then be created for The Media, Book Distributors and Individual Bookstores. Dawn Joesephson encourages authors to create customized professional pieces.
You can choose from a cover letter, press release, mock book review, author bio, sell sheet, catalog sheet, a chachki (give-away) item and article. By dividing the seemingly daunting job of putting a press kit together into easy-to-follow steps, the process is much less complicated.
Should you send a book out with every media kit?
How many articles should I include?
Why does personalization impress?
Authors will especially enjoy the Frequently Asked Questions and Key Points that help to keep the project at hand on focus. A Day in the Life of an Editor (or reviewer) gives insight into how much time editors really have to read books and write reviews. Reviewers might enjoy reading about the Basic Anatomy of a Book Review.
A well-thought out media packet can truly impress a book reviewer and give them the needed all-encompassing impression of your work. This gives a reviewer a good first impression of who the author is, what their mission is in life and how they want their work presented.
~The Rebecca Review
A definite must read!!.......2006-05-18
Reviewed by Bette Daoust, Ph.D. for Reader Views (5/06)
I have read many books that explain what to do when submitting letters, proposals, and documents to prospects, media sources, and others. I have always had to slog through bountiful text to get to the meat of the book and to find something I could actually use. Too often the writer confuses knowledge with practicality. Therefore tips and how to's are often lost in the abundance of explanations. These explanations are often missing good examples and real life scenarios that help the reader apply the knowledge therein.
In "Putting It On Paper," Dawn Josephson gets right down to brass tacks so to speak. She spells out everything you need to know without overwhelming the reader. Her practical tips are spoonfed to the reader to enhance understanding. Each tip is backed by ground rules and frequently asked questions. Each of these components lead the reader to a better understanding of the point and make it applicable to real life situations. Through her examples and samples, the reader is left with no question about how to apply their new knowledge. If you do not want to read the whole book, read all the ground rules! This book is an excellent source for putting together a press kit, introductory letter, and types of other promotional pieces that sell books. A definite must read!
At last! What to include in a media kit.......2006-01-01
When authors ask me for advice on how they can generate publicity for their book, the first question I ask them is, "Have you created all the marketing materials for your book?"
Most times, the answer is "What marketing materials?"
That's when I lead them to "Putting it on Paper--The Ground Rules for Creating Promotional Pieces That Sell Books."
Dawn Josephson, a former magazine journalist, knows exactly what editors want to see. Her book takes authors by the hand and shows them how to write materials that will help the media do their jobs. The book is filled with examples from her own client list, so you can see exactly what she is telling you to do. If you're an authors, shorten your learning curve with this handy, detailed roadmap.
Customer Reviews:
Promotional Marketing.......2001-01-18
The competitve edge of this book can be described in one word which is WONDERFUL. it is very informative for marketers
Customer Reviews:
perhaps most popular promotion method today, described in this book.......2006-01-18
The use of this wildly-popular promotion tool has skyrocketed since I wrote this book. In fact, different forms of partnership (co-branding, cross-referral, product placement, affinity market, etc.) now collectively represent the most frequently-used promotion tool - to attract and keep customers. Warning: with the wrong partners and/or methods, cross-promotion and other forms of partnering create a hostile consumer backlash. Using smart partnerships, you can attract and delight more consumers while spending less.
Any kind or size of business or non-profit can use this approach to out-market even bigger competition. I am so confident that you will find this book valuable that I suggest you read it, send me an email (www.SayitBetter.com) telling me which kind of cross-promotion you found most helpful, and I'll send you a companion e-book at no cost, (Make Yourself Memorable.).
A Flood of Great Ideas.......2000-04-18
This title belongs on your bookshelf, next to "Guerilla Marketing." The author has packed valuable information into this volume and done it very concisely, often breaking down the text to simple, easy-to-digest lists and bullets. Owners and managers of small stores will find this information easier to apply than the broad, theoretical stuff that fills most retail how-to's. Cross-promoting is often the easiest and least expensive way to take your business from the minor leagues to the majors. I've worked in and around marketing for years, and this book compares favorably to many that cost five times as much. (I noticed in Amazon.com's list of other buyers that one of the top authorities on nonprofit retailing bought this book!) After several decades working in and around marketing, I learned a lot myself.
Product Description
"The 5000 Best Sale & Promotional Names & Ideas Ever Compiled" contains more than 5000 names, titles, events, and ideas for running almost any kind of sale or promotiom you could ever want to have. When it comes to a sale, the name is everything! However, the real benefit of this book is serving as a spring board for ideas of your own. Many of the titles can be combined which creates an infinite amount of possibilities. This book will not only be your ready reference guide for both price and non-price promotions, but it will also be your source of great ideas that you can implement immediately. It will help you underatand the Misery Meter and the effect it has on your business and guide you through the process of creating a power house Promotional Calendar. In addition, it will show you why it's more than just price that will draw throngs of people to your business.
Book Description
This digital document is an article from Printing News, published by Cygnus Business Media on July 15, 2002. The length of the article is 1289 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: AGC LI annual meeting focuses on marketing and sales; members plan promotional materials. (News).
Publication:
Printing News (Magazine/Journal)
Date: July 15, 2002
Publisher: Cygnus Business Media
Volume: 149
Issue: 3
Page: 7(1)
Distributed by Thomson Gale
Book Description
This digital document is an article from Pediatric News, published by Thomson Gale on July 1, 2005. The length of the article is 488 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Alcohol promotional items raise risk of drinking.(Behavioral Pediatrics)
Author: Christine Kilgore
Publication:
Pediatric News (Magazine/Journal)
Date: July 1, 2005
Publisher: Thomson Gale
Volume: 39
Issue: 7
Page: 31(1)
Distributed by Thomson Gale
Book Description
This digital document is an article from Modern Brewery Age, published by Thomson Gale on January 30, 2006. The length of the article is 905 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Beer's promotional effort could be uphill fight, professors say.
Publication:
Modern Brewery Age (Magazine/Journal)
Date: January 30, 2006
Publisher: Thomson Gale
Volume: 57
Issue: 5
Page: 1
Distributed by Thomson Gale
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The Power of Promotional Products
Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them
Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work
Marketing Metrics: 50+ Metrics Every Executive Should Master
Promotional Marketing
