The book pays much attention to the reasons for unreasonably high costs of promotion and how to properly build the process and not repeat other people's mistakes. The book should be read primarily by those who run their own small business, as it contains real stories of famous entrepreneurs who began their path to success after consulting Kennedy. The recommendations given here will allow you to effectively organize direct marketing, regardless of the company's line of business.
Evgeniy Smolokurov, Roman Maslennikov, "Direct Marketing. How to Develop a Business with Minimal Costs"
The authors convey information about the importance of direct marketing and its basic mechanisms to the reader in a simple and accessible way. The book will be useful for both beginning entrepreneurs and large companies that want to quickly and without unnecessary costs promote their products. The authors also share their own experience in the field of advertising campaigns. Here you will learn how to organize direct marketing in one or several stages and create a client base on your own.
The book is worth employment database reading in cases where you need to reduce advertising costs, correctly forecast the budget and find a guaranteed way to increase sales with the least investment.
If the concepts of "direct marketing" and "direct mail" are equivalent for you, then you will learn a lot of new things when you start reading this book. It talks in general terms about how direct marketing developed, what it includes, what mechanisms are used in it (e-mailing, phone calls, memorable gifts, thematic printed publications, courier delivery, interactive television, mass e-mailings).
The list of direct marketing tools can be continued endlessly, but this is not the main idea of the book. As its author claims, direct marketing is aimed primarily at encouraging the recipient of the message to respond. This is the difference between advertising and direct marketing.
Siegfried Voegele, "Direct Marketing. 99 Practical Tips on How to Find a Consumer"
The author examines in detail 99 typical problems that managers face when conducting direct marketing. After reading the book, you will be able to competently organize an advertising campaign, conduct direct marketing by mail, compose advertisements, launch PR on radio, TV and in print.
Direct marketing is a good solution that allows you to collect information about consumers and attract their attention to your business. Maintaining a balance in the process of interaction with the audience plays a big role. If you are too persistent in offering your products to buyers, you risk causing them to reject you.
So, strive to diversify the arsenal of methods used based on your goals, experiment and achieve the greatest return!
Author of the article
Sergey Kasyanov
Sergey Kasyanov
Co-founder of the company "Sales Generator"
Latest article