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Buy Now. Creative Marketing that Gets Customers to Respond to You and Your Product
John Wiley and Sons Ltd, January 2011, Pages: 224
Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign
In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.
In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes.
- Find out how to use direct response to create a "self-funding "marketing campaign
- Learn the techniques to building offers that will get people to respond to your products
- Use "high touch" direct response marketing to build brand equity and drive sales at retail
- Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands
- Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else
Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
Prologue: The Secret to Our Success.
CHAPTER 1 Why "Buy Now"?
The Direct Response Solution.
Why Direct Response?
Liar, Liar, Pants on Fire.
CHAPTER 2 The Geeks Inherit the Earth.
Why Is Direct Response a Great Value?
Why Doesn’t Everyone Try Direct Response?
What Is a Brand and Why Do I Need One?
CHAPTER 3 They Don’t Teach This in College: Rick’s Story.
From Real Estate to Infomercials.
How to Make a Million.
CHAPTER 4 Juicing for Dollars.
The Power of PR.
CHAPTER 5 Building the Juiceman® Brand.
CHAPTER 6 Expanding the Brand: The Breadman®.
Validating "the Model".
Selling the Business.
CHAPTER 7 Sonicare®: The $150 Toothbrush.
Credibility: The Key to a Successful Infomercial.
Rolling Out a Campaign.
CHAPTER 8 The Biggest Knockout in History.
How a Champion Boxer and a Failed Taco Maker Created Sizzling Success.
The Price of Celebrity.
Grilling Up Some Big Numbers.
CHAPTER 9 OxiClean®: "Powered by the Air You Breathe, Activated by the Water You Drink.
The Ubiquitous Billy Mays.
The Rise of OxiClean.
Unique Packaging Strategy.
CHAPTER 10 The Customer Is No Dummy.
Positioning Your Product: The Next Niche.
Get to Your Unique Selling Proposition.
CHAPTER 11 Channel Explosion: The Next Paradigm Shift.
Direct Demographic Media Messaging.
Messaging versus Demographic.
What Are You Going to Grow Today?
The Intersection of the Internet.
CHAPTER 12 Free Advertising?
Is My Idea Direct-Response Worthy?
Why Are the COGs So Important?
Long Form or Short Form? That Is the Question.
CHAPTER 13 Anatomy of an Infomercial.
Show Styles or Formats.
CHAPTER 14 Offer Is King.
Why Is Everything Priced at $19.95 and $39.95?
How Do Long Form and Short Form Work Together?
CHAPTER 15 Beyond Television: Integrating Radio, Web Advertising, and More.
Online Marketing Is Direct Response.
The Backend of Direct Response.
CHAPTER 16 Conclusion.
Brass Tacks: What Does This Cost?
Rick Cesari was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.
Ron Lynch has been the creative mind behind many successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.
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