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Changing the Channel: 12 Easy Ways to Make Millions for Your Business


Description: 12 Easy Ways to Make Millions for Your Business

Most businesses have all of the necessary tools to attract and retain customers at their disposal, but they don't know how to leverage them. Between the internet, television, telephone, and print media, there is an endless array of channels that can be used to reach out to customers, but the most successful companies don't pick and choose - they combine. The use of multiple marketing channels in conjunction with one another is called "multi-channel marketing," and it is the most effective form of reaching and retaining customers. Ideal for the business owner and marketer alike, Changing the Channel is the all-encompassing guide to creating, maintaining, and profiting from a multi-channel marketing campaign.

An all-encompassing guide to creating, maintaining, and profiting from multi-channel marketing campaigns that accelerate your business growth Given the multitude of avenues that a business owner or marketer can use to access today's customers, the days when one could rely on a single channel to bring in great results and big profits are gone. Today's most successful campaigns take advantage of multi-channel marketing by offering customers multiple ways to buy. In Changing the Channel, authors Michael Masterson and MaryEllen Tribby provide readers with a detailed overview of multi-channel marketing and explain its benefits, pitfalls, and great potential for profits. They also offer advice on how readers can launch their own campaigns and make the best use of the results that each channel brings in. Multi-channel marketing is the most effective way to reach and retain customers. In targeting the same customers via direct mail, e-mail, Web banners, pay-per-click advertising, print ads, TV, radio, and more, business owners and marketers can both increase their number of sales and create more loyal customers. With this book as their guide, readers will quickly discover the power and profit potential of multi-channel marketing.


Contents: - Foreword.

- Acknowledgments.

- INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By MaryEllen Tribby.

- Marketing in the Twenty-First Century: How Quickly Things Have Changed.
- DRM and MCM: The Two Most Important Acronyms in Advertising Today.
- Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit.
- Social Media: Informal Communication, Powerful Profits.
- Search Engine Marketing: Busting Myths and Driving Sales.
- Teleconferences: All You Need Is a Phone and Good Ideas.
- Direct Mail: An Old Dog That Still Knows a Few Tricks.
- Direct Print: Getting More Than Ever for Your Ad Dollar.
- Direct-Response Television: Why Super Bowl Ads Dont Work.
- Direct-Response Radio: Music, News, Sports, and Talk = Money.
- Telemarketing: Inbound, Outbound, Money-Bound.
- Joint Ventures: Only Streets Should Be One-Way.
- Event Marketing: Having Fun with Your Customers.
- Public Relations: Man Bites Dog; Man Gets Famous.
- The Incredible Power of a Multi-Channel Campaign.

- CONCLUSION Smoking at Joes By Michael Masterson.

- APPENDIX Examples of Ads.

- Notes.

- About the Authors.

- Index.


Author Michael Masterson (Delray Beach, FL).  In one form or another, Michael Masterson has been making money for himself or others for almost four decadessince he was 14 years old.  In that time, hes only taken two breakseach time for two years.  The first was a stint with the Peace Corps where he learned to appreciate relative values and the joy of teaching.  The second came at age 39, when he sold his $135 million business and retired. Over the course of his remarkably successful business career, Michaels been a partner in two businesses that grew beyond $100 million, two more that exceeded $50 million and at least a dozen that surpassed the $10 million mark.  At one time or another, hes owned and run companies that were public/private, onshore/overseas, local/international, service/product oriented, retail/wholesale/direct mail, and even profit/not-for-profit.  About the only things he hasnt done are hold public office or run a Fortune 500 business. MaryEllen Tribby (Boca Raton, FL) is currently Executive Publisher of Investor's Daily Edge and Publisher/CEO of Early to Rise. She has also previously managed a division of Forbes and was Associate Publisher of Crains New York Business, Vice President of Globe Communications, and most recently President of Weiss Research. Agora publications reach 1 million readers from around the world. Agora Financial promotes breakthrough ideas from the worlds top experts on tangible wealth. The publications are characterized by a unique skepticism toward the fads and fashions of Wall Street brokers and Washington bureaucrats.


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