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Table of Contents

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Introduction: Outsmart Your Competition, Don't Outspend Them!

Chapter 1: Getting Ready: Research & Planning

Target Marketing: Absolutely Your 
Most Important Task

Business Demographics

Market Segmentation

Selection of the Segmentation Method

Positioning: What Makes You Unique

Eight Ways to Position Your Product or Service

The Sales Process
Phase 1: Lead Generation
Phase 2. The Inquiry
Phase 3: Prospect Service
Phase 4: The Sale
Phase 5: Customer Service

Identify & Assemble Your Tools
Put Tracking & Evaluation Systems in Place
Take Inventory

Avoid Costly Mistakes When Developing Ads & Materials
Plan Ads & Brochures so They Work!
Learn What Makes Effective Ads
Learn How to Evaluate Creative Work
Selling Copy
Shortcuts With Few Shortcomings
Layout Guidelines
Examples of Ads With Analysis

Involve The Troops

FREE Downloadable Worksheets 
(downloadable "Word"  or "Excel" files - you MUST sign in to access these files. Once you do, bookmark the location for future access.)

Target Marketing
Market Segmentation
Define Demographics
Define Psychographics
Positioning
Assess Competition
How to Create a Positioning Strategy
Create a USP (Unique Selling Proposition)
Structure Tests in Your Marketing Program
Define Your Sales Process
Analyze Your Sales Force

Chapter 2. Phase 1 of the Sales Process: Lead Generation

Using Media To Make Money
Direct Mail
Trade Publications
Consumer Magazines
Radio
Newspaper
Television
Yellow Pages
Trade Shows
Trade, Professional & Community Associations
Networking

High-Tech Media: The Marketing Superhighway
Fax
Email
World Wide Web
On-hold Marketing
Multimedia CD ROM Brochures

Media Stats - What Really Works & Why
How Effective is Advertising? The Cahners Publishing Company Study
Buyer Behavior Patterns

Media Without Money: To Pay or Not To Pay, That is the Question
Pay Per Inquiry or Sale
Barter
Cooperative or Strategic MARCOM Partners

Public Relations
What's Involved in a PR Program?

Worksheets (sign in for access)
Promotion & Communication Strategies
Media Planning
Evaluate Media Options (Excel)
Develop Cooperative Advertising Opportunities
MARCOM Planning Calendar
PR Planning Calendar
Ad Agencies & Consultants
 

Chapter 3. Phase 2 of the Sales Process: Inquiries

Fulfillment Houses

Preparing for The Inquiry
Demand Fax
Interactive Voice Response
Email & World Wide Web Inquiries

5 Steps to Turn Inquiries Into Sales

Praise the Troops

Track Everything!

Worksheets
(sign in for access)
Sales Call Report Forms

Chapter 4. Phase 3 of the Sales Process: Prospect Service

Inquiry Management

Inquiry Fulfillment

Build Relationships

Worksheets
(sign in for access)  
Inquiry Management
How to Create a Follow-up System

Chapter 5. Phase 4 of the Sales Process: Sales Strategies that Work

Develop Sales Strategies

Sales Strategies in Action

Successful Sales Strategies
Needs Analysis
Presentation
Appearance
Sales Calls - Leveraging Your Time

Sales Environment

Attitude & Policies

Optimize Your Sales Cycle

Worksheets
Refine Your Sales Process

Chapter 6. Phase 5 of the Sales Process: Customer Service

Seven Steps To Success

Worksheets
(sign in for access)
Develop a Marketing Plan

Conclusion

© 2002 - Jody Hornor

Resources:
Glossary of Terms
Ad Examples with Analysis
Free Analysis of Your Ads or Brochures
AdFacts Tutorial - online
this runs really slow online unless you have a high speed connection. You can download it below.

Downloadable Files 
( right click and save to your hard drive)

AdFacts (download - rt click)

FREE Downloadable Worksheets 
You MUST sign in to have access to these -- once you've signed in, bookmark the page from which you download to avoid having to sign in every time you access them.

Marketing Plan Worksheet 
Demographic Profile Worksheets
Psychographic Profile Worksheets
Marketing Budgeting Worksheets
Ad / Brochure Development Worksheet
Follow-up Worksheets
Sales Reporting Worksheets
Proofing Checklists
Budgeting Worksheets (Excel)
and many more!


Links
CanadaOne
Demographics
Demographics
Am. Demo Magazine Data
Demos by ZipCode
Krislyn's Business
eCommerce Weekly
BizResource
Ad Age Magazine
Advertising as a Behavioral Science
ProfitClinic
Power Retailing
ProfNet
U.S. Department of
Commerce
U.S. Census Bureau
Bureau of
Labor Statistics
Patent & Trademark Office
NewsDirectory.com
CNN Interactive
U.S. Securities & Exchange
Commission
Fortune 500 online
Inc. 500 database

       
 

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© 2003 Karen Fraser-Middleton