Buy Now. Creative Marketing that Gets Customers to Respond to You and Your Product

  • ID: 1830580
  • Book
  • 240 Pages
  • John Wiley and Sons Ltd
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The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man Rick Cesari. For the past twenty–five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.

But this kind of success isn′t solely due to celebrity spokesmen and catchy names. And it certainly isn′t a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time–tested application, plenty of successes and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company′s flexibility and ingenuity adapted their strategies to perform in the new market arena and brought a new era of growth and profitability to the organization.

Buy Now lays out Cesari′s strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct–response techniques allow you to have a one–to–one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You′ll learn how to:

  • Target a customer base that continually expands and grows
  • Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition
  • Use compelling messaging that speaks to the unique needs of your customers

With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step–by–step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct–response strategy for your business.

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Prologue: The Secret to Our Success xi

CHAPTER 1 Why Buy Now ? 1

The Direct Response Solution 4

Carnival Beginnings 6

Why Direct Response? 7

Liar, Liar, Pants on Fire 10

CHAPTER 2 The Geeks Inherit the Earth 17

Why Is Direct Response a Great Value? 22

Why Doesn t Everyone Try Direct Response? 24

What Is a Brand and Why Do I Need One? 27

CHAPTER 3 They Don t Teach This in College: Rick s Story 33

The Pitch 36

My Story 37

From Real Estate to Infomercials 38

How to Make a Million 43

CHAPTER 4 Juicing for Dollars 49

The Power of PR 54

Live Seminars 56

CHAPTER 5 Building the Juiceman® Brand 61

Explosive Growth 65

Retail Strategy 66

CHAPTER 6 Expanding the Brand: The Breadman® 71

Validating the Model 75

Selling the Business 77

CHAPTER 7 Sonicare®: The $150 Toothbrush 79

Problem/Solution 82

Credibility: The Key to a Successful Infomercial 84

Rolling Out a Campaign 86

CHAPTER 8 The Biggest Knockout in History 91

How a Champion Boxer and a Failed Taco

Maker Created Sizzling Success 93

The Price of Celebrity 102

Grilling Up Some Big Numbers 105

CHAPTER 9 OxiClean®: Powered by the Air You

Breathe, Activated by the Water You Drink 107

The Ubiquitous Billy Mays 111

The Rise of OxiClean 117

Unique Packaging Strategy 118

CHAPTER 10 The Customer Is No Dummy 123

Positioning Your Product: The Next Niche 129

Get to Your Unique Selling Proposition 132

CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139

Direct Demographic Media Messaging 143

Messaging versus Demographic 145

What Are You Going to Grow Today? 148

The Intersection of the Internet 149

CHAPTER 12 Free Advertising? 153

Is My Idea Direct–Response Worthy? 156

Why Are the COGs So Important? 159

Long Form or Short Form? That Is the Question 162

CHAPTER 13 Anatomy of an Infomercial 165

Show Styles or Formats 168

Long–Form Elements 171

Show Outline 175

CHAPTER 14 Offer Is King 179

Why Is Everything Priced at $19.95 and $39.95? 183

How Do Long Form and Short Form Work Together? 185

CHAPTER 15 Beyond Television: Integrating Radio, Web

Advertising, and More 189

Online Marketing Is Direct Response 195

The Backend of Direct Response 198

CHAPTER 16 Conclusion 205

Brass Tacks: What Does This Cost? 207

Index 211

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Rick Cesari
Ron Lynch
Tom Kelly
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