100 Great Marketing Ideas: From Leading Companies Around the World

by Blythe, Jim

ISBN13: 9780462099422

ISBN10: 0462099423

Format: Paperback

Pub. Date: 2011-04-01

Publisher(s): Marshall Cavendish Intl

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Summary

Ideas to inspire anyone to develop better marketing campaigns.- The best marketing ideas, from the best companies, in one book.- Designed to be a stimulating and fast read for anyone looking for inspiration and new ideas.- Part of a series ('100 Great Ideas') of mass business books published by Marshall Cavendish, designed to appeal to a very broad audience.Are you looking for a great idea or some inspiration to make your marketing more effective and cutting edge? This book contains 100 great marketing ideas, extracted from the world's best companies. Ideas provide the fuel for individuals and companies to create value and success. Indeed the power of ideas can even exceed the power of money. One simple idea can be the catalyst to move markets, inspire colleagues and employees, and capture the hearts and imaginations of customers. This book can be that very catalyst. Each marketing idea is succinctly described and is followed by advice on how it can be applied to the reader's own business situation. A simple but potentially powerful book for anyone seeking new inspiration and that killer application.Jim Blythe is a reader in marketing at Plymouth Business School and a visiting professor at Ecole Superieur du Commerce de Bretagne, Brest. He has written 12 books and worked in marketing consultancy.

Author Biography

Jim Blythe is a former company director, sales manager, and marketing consultant. He is now a business author and lecturer, and a senior examiner for the Chartered Institute of Marketing.

Introduction	p. vi
The Ideas
Give the product away	p. 1
Make it fun	p. 3
Get decision-makers together	p. 5
Tease your customers	p. 7
The "real money" mailing	p. 9
Withdraw the product	p. 11
Find the key account	p. 13
Add some value	p. 15
Do something different	p. 17
Respect your consumer	p. 19
Play a game	p. 21
Bring a friend	p. 23
Use promotional gifts that really promote	p. 25
Do not bind the mouths of the kine	p. 27
Empowering staff	p. 29
Speak the customer's language	p. 31
Build your corporate culture	p. 33
Have a startling brand	p. 35
Make the product easy to demonstrate	p. 37
Throw a party	p. 39
Follow up on customers later	p. 41
Lost customers are not always lost	p. 43
Bait the hook	p. 45
Hold on to those brochures	p. 47
Show people the competition	p. 49
Take your partners	p. 51
Making exhibitions work	p. 53
Set the price, even on things you are giving away	p. 55
Let them shout!	p. 57
Turn a disadvantage to an advantage	p. 59
Develop an icon	p. 61
Educate your customers	p. 63
Tap into country-of-origin effect	p. 65
Charge what the service is worth	p. 67
Be consistent	p. 69
Love your customers, love what they love	p. 71
Make it easy for people to pay	p. 73
Credit where credit's due	p. 75
Don't compete	p. 77
Keep them waiting	p. 79
Form a club	p. 81
Get the layout right	p. 83
Avoid annoying the customers	p. 85
Work with the negative aspects of your product	p. 87
Put yourself on a networking site	p. 89
Discourage the undesirables	p. 91
Watch how people actually use your products	p. 93
Form a panel	p. 95
Get somebody else to pay for what you give your customers for free	p. 97
Make people behave	p. 99
Give people something that helps you to communicate your brand to them	p. 101
Help your allies to help you	p. 103
Keep your eggs in one basket	p. 105
Whet the customer's appetite	p. 107
Be startling in ways that involve your customer	p. 109
If you're on the web, you're global	p. 111
Look beyond the obvious	p. 113
Find the USP	p. 115
Reposition into a better market	p. 117
Use the packaging	p. 119
Influence the influencers	p. 121
Research your customers	p. 123
Involve your customers	p. 125
Integrate your database	p. 127
Tap into the social network	p. 129
Flog it on eBay	p. 131
Communicate in a relevant way	p. 133
Develop your brand personality by linking it to a real personality	p. 135
Know your customer's motivations	p. 137
Identify your competitors-and learn from them	p. 139
Pick the segments nobody else wants	p. 141
Pick a card	p. 143
Trust your customers to handle their own complaints	p. 145
Find the lost tribe	p. 147
Find the right partners	p. 149
Tailor your products	p. 151
Integrate communications	p. 153
Share the wealth	p. 155
Think small	p. 157
Be the expert	p. 159
Ads on cars	p. 161
Go to the source of customers	p. 163
Make your customers laugh	p. 165
Focus on the key issue for your customer	p. 167
Vary the ambience	p. 169
Grab them early	p. 171
Be child-friendly	p. 173
Understand how you are judged	p. 175
Introduce a third alternative	p. 177
Place your product	p. 179
Specialize to charge a premium	p. 181
Develop a separate brand for each market	p. 183
Use opinion leaders	p. 185
Link to a cause	p. 187
Set a sprat to catch a mackerel	p. 189
Consider the culture	p. 191
Build a new distribution channel	p. 193
Use a weblog	p. 195
Make buying easy	p. 197
Make your product easier to use than everybody else's	p. 199
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