Hey Marketers

图书信息

作者	Nick Scarpino
出版社	Little Shoe Publishing
ISBN	9780989133418
出版时间	2013-03-18
字数	106.8万
分类	Little Shoe Publishing,进口书,外文原版书,文学,自传,回忆录

读书简介

Hey Marketers, Get Your Priorities Straight

目录

#marketingpriorities

#marketingpriorities

foreword by Avinash Kaushik

preface about this book

What This Book Is Not

Why This Author?

chapter 1 the need for priorities

Let’s Begin

chapter 2 focus on the target market

Identifying Target Markets When You Haven’t Had Any Customers

Searchers

Passion Markets

Trigger Markets

Identifying Target Markets When You Already Have Customers — The RFM Model

Recency

Frequency

Monetary

Putting RFM Together

Moving from Customers to Customer Segments

Prioritizing These Segments

Going Beyond Recency, Frequency, and Monetary Value

Zip Code

Birth Date

Other Demographics

Drawbacks to the RFM and RFM+ Models

Summary

chapter 3 create shareable experiences

Creating Compelling Experiences

The Honor Flight Network

Remarkable Advertising — A Holey Postcard

Promotional Offers Worth Sharing

Enabling Sharing

Summary

chapter 4 prioritize based on ROMI

Direct Financial Outcomes

Indirect Financial Outcomes

A Note About Customer Lifetime Value

A Beginning Benchmark

How to Track the Outcomes of Your Marketing Communications

A Note About Cost

Summary

chapter 5 putting it all together with a cool visual framework

Visual Framework

1. X-Axis: Target Market

2. Y-Axis: Shareable Experiences

Plotting Tactics

Prioritizing Tactics on the Chart

3. Size of Each Bubble: ROMI per Tactic

One Final Example

What if you don’t know one of the three elements to this chart?

Summary

chapter 6 the five must-haves

1. Utilize Your Physical Location

2. Build and Maintain a Website

3. A Way to Speak to Someone at Your Company or Non-Profit

4. Be Found by Your Target Markets

Online

Offline

5. Offer an Engaging Way for Customers to Build a Community and Interact with Your Brand

After the Five Must-Haves: Create a Customer Database

Summary

chapter 7 IES Abroad redefines your world

The Five Must-Haves

A Brand [Redefined]

Alumni [Redefined]

Integrating the Concept into Every Marketing Tactic

Return on Marketing Investment

Accolades

chapter 8 get your priorities straight

1. Are you reaching your target markets?

2. Are your marketing communications creating experiences worth sharing that are easy to share?

3. Are you prioritizing your marketing communication tactics based on return on marketing investment?

4. Do you have the five must-have marketing communication tactics in place?

An Invitation to Share This Book with Your Friends

thank you: acknowledgements

copyright

dedication

about the author Nick Scarpino