Average Reviews:
(More customer reviews)Having been involved with many small businesses for many years I picked up this book with some skepticism. Then I turned to the first chapter. It's called Advertising: The Last Choice in Marketing. And it was dead on right -- To be sure there is a place for advertising, Pepsi up against Coke has no choice (which isn't to say that they do it well). They have no choice because they can't do the kinds of things this book talks about. They can't produce a new product -- Remember New Coke?
In any case, this book isn't about Coke, it's about marketing a small business or service. That means you need to market locally. Effectively you can't advertise. I was recently involved in promoting a play for a local community theater. We had posters all over town, both supermarkets, half the business windows on main street, three articles in our local paper plus announcements every issue in their Community Calendar, there was a twenty minute interview program on the local radio station -- all the kinds of things this book talks about. The play was a great success, both performances sold out, standing ovations for the performers. Afterwards a great number of people came up and said, "I heard you put on a play, I didn't know anything about it, tell me about it when you do another." What possible good would advertising do?
If I had run a few thousand dollars of advertising do you think any of these people would have noticed? If they didn't read the articles, see the calendar or tune in the radio. What else could I have done?
Marketing now is a different matter. We marketed, it worked. We paid very little money out. Did we do everything the book said? No. We didn't do internet for instance. This was a local play to a local audience in the back room of a local restaurant. The book talks about the internet. And yes, I have to agree the internet is excellent for some kinds of marketing, not for every situation. A small business with a specialty product for which you couldn't possibly find enough customers in a local community couldn't do better than the net. Example -- crystal radio kit. You might could sell one in our little town. You could make a business of selling them world wide.
Great book. If you're just starting out or need to improve marketing the ideas expressed here can be agreat help.
Click Here to see more reviews about: Marketing Without Advertising: Inspire Customers to Rave about Your Business & Create Lasting Success
Make your business stand out without the cost of advertising!The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.Marketing Without Advertising teaches small business owners practical strategies to:# encourage customers to spread the good word about your business# attract new customers and gain their trust# turn dissatisfied customers into loyal supporters# list your products or services widely and inexpensively# plan marketing events that will keep customers involved# encourage the media to comment positively on your businessThe 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs. --This text refers to the Paperback edition.--This text refers to the Kindle Edition edition.
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