The Top Small Business Books For Dummies_13 potx

• Numerics •3M statement of purpose, 6380/20 rule, 313• A •abbreviations in e-mail, 84About Small Business Web site, 337accessibility of Web site, 259account executive, 119accountability

• Numerics •3M statement of purpose, 6380/20 rule, 313

• A •abbreviations in e-mail, 84About Small Business Web site, 337accessibility of Web site, 259account executive, 119accountability for advertising agencyproject, 125

action plan, 335

ad proof, 161address, e-mail, 249addressing direct mail, 203AdSense program (Google), 271advantages

associated with business, 93

of small business marketing, 14

advertising See also broadcast

advertising; media plan; mediaschedule; print advertisingbig idea, landing on, 139brainstorming ideas, 140creative process, 138–139definition of, 10

elements of good ad, 137–138evaluating, 152–153

forgetting curve and, 151golden rules of, 140–141image versus product, 136image-plus-product, 136–137mass media, 191

moving market through, 135–136online, 270–271

professional, hiring, 138prospective customer, reaching, 137role of, 135

terminology, 161tracking response to, 20

Advertising Age (magazine), 339advertising agency

choosing and working with, 120client-agency agreement, 124–126deciding to hire, 118–119

fees, 126–127presentations and interviews, 123–124proposal, requesting, 122–123

selection criteria for, 120–121short list, creating, 121–122television ad production and, 184working with, 127–128

advertising representative, 168Advertising Slogan Hall of Fame Web site, 96

advertising specialties, 211, 224–225Advertising World Web site, 337advice, accessing free, 251AdWeek (magazine), 339AdWords program (Google), 271affiliate program, 269

agate line, 162airline frequent flyer reward program, 314airtime

bartering for, 177–178buying, 173–174All the Web search engine, 266alphabetic name as business name, 319Alpine Internet Solutions, 256

Altoids tag line, 96Amazon.com (Web site), 269answering telephone call, 77, 78appeal of marketing materials, evaluating, 88

approach of communications, stating, 98approach to business by customer,tracking, 76

arbitrary method of budgeting, 69area of dominant influence, 174art in print advertising, 159article, publishing online, 268artwork, preparing and submittingdigitally, 241

Index

Ask Jeeves search engine, 266asking

for order, 286–287questions, 284associate referral, 269attributes conveyed by business name, 320auction site, 261

availability, 174awareness, gaining positive, 276

• B •backing winner, 36Bacon’s Media Directories, 242, 340

Bacon’s Publicity Checker, 242

bad news, dealing with, 246

Bailey, Keith, Customer Service For Dummies, 339

banner ad, 270–271bartering for airtime, 177–178BCC (blind carbon copy) option, 208

Beckwith, Harry, Selling the Invisible, 340

benchmarkingcustomer service performance, 293–294levels of customer satisfaction, 309–310benefits versus features of product,109–110, 284

best customers, traits of, 25best marketing ideas, 328–330big idea in advertising, landing on, 139Bill Me Later service, 262

billboard advertising, 168–169billfold, share of, 51

bingo card, 168blind carbon copy (BCC) option, 208blitz advertising, 152, 177

blog, 254Blogger Web site, 254blueprinting action in marketing plan, 335BMW tag line, 96

boilerplate information, 237borrowed interest, 159borrowed interest name as business name, 320

bounce-back offer, 222brainstorming ideas, 140brand advertising, 136brand management, 92–93

brandingadvertising design and, 161consistency and, 91creative strategy and, 98–99customer and, 90

definition of, 89marketing plan and, 333online sales and, 92power of, 90selling and, 91style guidelines, 99–102tag line and, 96–97breaking down barriers, 330breakthrough creative advertising, 121broadcast advertising

bartering for airtime, 177–178buying airtime, 173–174establishing identity, 178–179infomercial, 186–188

overview of, 173radio ad, producing, 182–183reach, frequency, and rating points,176–177

spokesperson for, 182television ad, producing, 184–186terminology, 174–176

turning script over to producer, 180–182writing, 179

broadcast interview, guidelines for,244–245

broadcast media, 142, 146–148brochure

deciding to produce, 212–213designing, 216

distributing, 216–217planning and writing, 214–215types of, 213–214

brochure site, 252–253browser, 250

budgetbroadcast ad production and, 180commitment to marketing and, 68–69considerations for, 70

creative brief and, 111domain name registration and, 263establishing in marketing plan, 335hiring professional help and, 114–115, 120infomercial production and, 187

leveraging with barter, 177–178media plan and, 142

methods for setting, 69newsletter and, 218newspaper ad placement and, 166overview of, 13

static, problem of, 71time investment versus, 71Web site design and, 129Web site hosting and support and, 252build it and trust they will come, 326–327building

brand, 93customer loyalty, 311–315

Building Your Business With Google For Dummies (Brad Hill), 266–267, 339

bulk rate, 162, 203–204business card, 223–224business name

choosing, 319–323displaying in print advertising, 161business program, example of, 67business publication, making contact with, 240

business to business magazine, 144Business 2.0 (magazine), 338Business Wire, 235

business versus consumer marketing, 70

business-to-buy-ahead discount, 314buying

airtime, 173–174selling compared to, 33, 280buying decisions

buying in and, 284making easy, 287, 290moving prospects to, 276–277promises, hopes, or satisfaction and, 37value and, 38

CAN Spam Act, 208capabilities brochure, 213capital letters, using, 101, 102carryover effect, 175

cash discount, 162catalog distribution, 193checking e-mail, 249–250choosing advertising agencyclient-agency agreement, 124–126presentations and interviews, 123–124proposal, requesting, 122–123

selection criteria, 120–121short list, creating, 121–122choosing business name, 319–323city profile, 197–198

claim, supporting, 109–110classified advertising, 166click-through, 270–271client-agency agreement, 124–126, 130–131closing date or deadline, 162

closing sale, 277cluster marketing, 18CNN, perception of, 93cold call, 282

collateral, 212column inch, 162combination rate, 162commercial station, 175Commission Junction Web site, 269commission, media, 114, 117, 126commitment

to business name, 323

to marketing activity, 15, 68–69

to marketing plan, 328committee and ad creation, 141communication

with creative team, 111with customer, 308one-to-one, 142, 191Communication Arts (magazine), 339

communications See also advertising;

materials, marketingcrisis, 246

direct sales and, 194evaluating, 87–88goal for, 105incorporating tag line into, 97

communications (continued)

professionally produced, 118–119purpose, approach, and personality of,defining, 98

style guidelines for, 99–102community relations, 232compensation for advertising agency, 125competition

budget and, 70defining in marketing plan, 332direct, defining, 54–55

free enterprise system and, 50keeping tabs on, 251

market share, 50, 56–58overview of, 49

preference for, responding to, 285price and nonprice, 53

share of customer, 51share of opportunity, 51taking on, 55–56

types of, 52–53competitive parity budget, 69complaint

encouraging comments, 298responding to, 297, 299–300unspoken, 298

concentrated ad campaign, 151confirming prospect interest, 206consistency and brand, 91consumer profile, 198contact site, 252content for Web sitecreating, 257handing off, 131–132contest, using to collect customerinformation, 20

continuous improvement, striving for, 330contract

with advertising agency, 124–126with customer, 307–308

Talent & Model Release Form, 181with Web design agency, 130–131conversion rate, 281

converting prospect to customer, 276–278cooperative promotion, 228–229

copydefinition of, 156news release, 237typeface for, 160

writing, 158–159copy guidelines, 101–102copyright notice, 101copywriter, 119, 138

cost See also budget

of hiring professional help, 114–115

of impression points, 85

of new customer, 305–306cost concern, responding to, 285cost per thousand, 162

coupon, 228creative approach

to advertising, 138–139communication objective and, 103–104errors, wasteful, 104–105

instructions for marketing, dark, 104

shot-in-the-overview of, 13–14creative briefbenefits versus features, 109–110have-to-haves, naming, 110outcome, desired, 107–108overview of, 105–106perception, 107role of, 136specifications, 111success, measurement of, 110target market, 106

creative strategyfor advertising, 136marketing plan and, 333using, 99

writing, 98–99crisis communications, 246cross-promotion, 228–229customer focus and product linemanagement, 48

customer researchapproaches to, 20–21definition of, 10demographics, 23–24, 195do-it-yourself data collection methods,18–20

geographics, 22–23, 195psychographics, 24–26using to guide marketing decisions, 26customer satisfaction

assessing, 59, 291benchmarking levels of, 309–310

cash register and, 310communication and, 308Customer Satisfaction Analysis, 54customer service

adjusting, 59benchmarking, 293–294complaint, 297–300definition of, 10dissatisfaction, clues to, 298–299eliminating indifference, 296–297environment for, 301

evaluating, 292fundamentals of, 289–290improving, 291–292service cycle, 290–291testing, 81

word-of-mouth, developing positive, 300

Customer Service For Dummies (Karen

Leland and Keith Bailey), 339customer, share of, 51, 306–307customer targeting, 56

customers See also customer research;

customer satisfaction; customerservice

believing in captivity of, 327brand and, 90

converting prospects to, 276–278cultivating “best”, 294–295defining in marketing plan, 332determining number of potential, 57–58keeping good, 296

life-long, making, 304–305, 307–308, 329liking, 329

loyalty of, 303–304, 311–315portraying as fools, 326privacy of, protecting, 19, 208prospective, reaching, 137role-playing, 81

target, knowing, 9, 11, 106testimonials from, 215valuing, 305–306wants of, 308customer-service phase, 9cycle of customer service, 290–291cyclotron, marketing, 279

• D •database marketing, 192

database of direct mail respondents,creating, 205–206

dayparts, 174deadline, knowing and sharing, 111deal, closing, 285–287

declining phase of product, 46defensive marketing, 304, 306defining

brand, 93business, 92, 93market in marketing plan, 332–333market situation in marketing plan,331–332

delivery, automatic, to customer, 308delivery plan, gaining agreement to, 287Dell Computer statement of purpose, 64demographics

defining market with, 23–24definition of, 18

direct mail and, 195descriptive name as business name, 320design studio, 119

designer, 138designingbrochure, 216e-newsletter, 220–221newsletter, 218–219print advertising, 159–161, 168Web site, 254–256, 258–259developing

e-commerce site, 260new product, 46–48positive word-of-mouth, 300statement of purpose, 64digital art submission, 241direct competition, 52, 54–55direct mail

building list for, 195–196following up, 204–206

as junk mail, 207letter, writing, 202–203mailer, creating, 201–202mass media advertising compared to,192–193

nonrespondents, second mailing for, 206offer, deciding on, 200–201

one-to-one communication, 142, 191overview of, 191, 192, 194

renting mailing list, 198–200

direct mail (continued)

reprinting color ad for, 168resources for mailing lists, 196–198sending, 203–204

success factors, 195tracking response to, 20direct marketing, 192Direct Marketing Association, 194direct sales, 192, 193–194

directory advertising, 145–146, 149,169–171

directory, Internet, registering site for,265–266

direct-response advertising, 192, 193discounts for bulk mail, 203–204display advertising, 161

dissatisfactionclues to, 298–299responding to, 291dissatisfied customer, 312distributing news release, 235distribution service, 217distribution strategydefinition of, 10marketing plan and, 334tailoring, 9

distribution system, tracing, 29–31dollar volume, 58

domain name, 262–263, 320dominance of market, 60double truck, 143dressing for success, 281driving traffic to site, 264drop-in versus destination visit, 79dub, 180

• E •earned rate, 162

e-commerce site See also online sales

auction type, 261deciding to launch, 260–261developing, 260

payment options, 262purpose and cost of, 253

Economy, Peter, Home-Based Business For Dummies, 2nd Edition, 339

editor, sending brochure to, 217

Edwards, Paul and Sarah, Home-Based Business For Dummies, 2nd Edition, 339

effective reach, 17780/20 rule, 313elevator speech, knowing, 328eliminating service indifference, 296–297e-mail

description of, 250news release via, 239–240policies for, 83–84responding to, 249service, setting up, 249e-mail marketingnewsletter, opt-in, 220–222opt-in, 207–208

writing, 208–209embargo on news release, 236–237emoticons, 84

employee relations, 232encouraging

comments, 298lengthy voice mail messages, 78endorsement for bulk mail, 204enhancing appeal of existing product,44–45

entering business, 80Entrepreneur (magazine), 338environment

defining in marketing plan, 332knowing, 9

errors, wasteful, 104–105ESRI Community Sourcebooks, 340estimating cost of new customer, 305–306ethics of direct sales, 194

evaluatingadvertising efforts, 152–153communications, 87–88customer satisfaction, 309–310customer service, 292

infomercial, 188news release, 238pricing, 41Web site, 129expectations, setting, of ad, 110Experian mailing list broker, 198exterior of business, 79–80ezine, 268

• F •fabricated name as business name, 320FAQ (frequently asked questions) page, 253Fast Company (magazine), 338

fax, preparing news release for delivery by,235–238

fees for professional helpadvertising agency, 118, 126–127budget and, 114

fighting bad business with goodadvertising, 325

filing e-mail, 83first impression, makingimportance of, 328–329impression inventory, creating, 85–87online encounter, 82–84

overview of, 75–76personal approach, 78–82telephone contact, 76–78first-in-a-market business, 94–95flaming, 84

flat rate, 162flier, 214flighting of ad, 152, 175, 205flip side of business card, imprinting, 224focus group, 21–22

font, 100–101, 160forgetting curve, 151Four Ps (marketing mix), 66, 67four-color, 161

framing ad with space, 160free enterprise system and competition, 50freelancer, 119

frequencybalancing with reach, 150–151broadcast advertising and, 176magazine advertising and, 167, 168newspaper advertising and, 164frequency discount, 162

frequently asked questions (FAQ) page, 253front-loading of ad, 152

fulfillment company, 269full showing, 169

• G •geodemographics, 18, 195

geographic name as business name, 319geographic targeting, 56

geographicsdefinition of, 18direct mail and, 195locating target area, 22–23gift certificate, 223

giveaways, 224–225glossies, 144goal

budget and, 70definition of, 64, 65establishing, 68example of, 67for loyalty program, 314market share, setting, 59for marketing communication, 105marketing plan and, 332

marketing task and, 61for sales presentation, 280–281scaling program to meet, 12strategies and, 66

vision, mission, and, 62for Web site, 252goal-oriented budgeting, 69golden rules of advertising, 140–141Google search engine

AdSense program, 271AdWords program, 271Keyword Sandbox, 267perception of, 93registering Web site with, 266government relations, 232–233graphics on Web site, 258–259greeting customer, 80

gross rating points (GRPs), 177growing business

business name and, 322–323marketing and, 12

product lines and, 36growth phase of product, 46guarantee

customer service, 291

in direct mail offer, 201

Guerilla Marketing (Jay Conrad

Levinson), 339guidelines for e-mail, 83–84

• H •Habitat for Humanity, 62–63hang-up rate, monitoring, 77have-to-haves, naming, 110headline

brochure, 214news release, 237typeface for, 160writing, 156–158heavy-up scheduling of ad, 152, 177hiatus, 175

high-touch product, 260

Hill, Brad, Building Your Business With Google For Dummies, 266–267, 339 hiring professional help See also

advertising agency

ad production, 138cost of, 114–115deciding when needed, 115distribution service, 217in-house agency, forming, 117in-house talent, 116–117marketing manager, 117news distribution service, 235television ad production, 184Web site design, 128–132, 254home page, 250

Home-Based Business For Dummies, 2nd

Edition (Paul and Sarah Edwards andPeter Economy), 339

Hopkins, Tom

Sales Closing For Dummies, 339 Sales Prospecting For Dummies, 339

hosting service, 255house list, creating, 196

How to Win Customers and Keep Them for Life (Michael LeBoeuf), 339

HTML and building site, 256

HTML For Dummies (Ed Tittel), 256

HTML format, 209, 221hype versus news, 234

• I •iChecks service, 262

identity-building techniquesbroadcast, 178–179online, 262–263image

brand and, 92business name, choosing, and, 319–323evaluating, 87

image ad, 136image style guidecopy, 101–102logo presentation, 100overview of, 99type style, 100–101image-plus-product ad, 136–137impression, first, makingimportance of, 328–329online encounter, 82–84overview of, 75–76personal approach, 78–82telephone contact, 76–78impression inventory, creating, 85–87improvement, continuous, striving for, 330improving customer service, 291–292Inc (magazine), 338

incoming phone callsmonitoring origin of, 20smiling when answering, 78telemarketing via, 192increasing market share, 59–60increments, 175

independent station, 175indifference, being treated with, 296–297indirect competition, 52

industry publication, making contact with, 241

industry relations, 232infomercial, 186–188InfoUSA mailing list broker, 198in-house agency, forming, 117in-house talent, tapping, 116–117input from customers, 9

inquiry, as customer waiting to happen, 22instructions for marketing,

shot-in-the-dark, 104Intel statement of purpose, 63International Association of ProfessionalBrochure Distributors, 217

Internet See also Web site of business

access to and use of, 248advice, accessing free, 251competition, keeping tabs on, 251description of, 250

directories, 265search engines, 264Internet Fraud Watch, 262Internet Service Provider (ISP), 249interview with media

advice for, 243–244broadcast, guidelines for, 244–245following up, 244

preparing for, 242–243interviewing

advertising agencies, 123–124customers, 20

introductory offer, 45, 46inverted pyramid writing style, 237ISP (Internet Service Provider), 249issues and crisis management, 233

• J •jingle, 179junk mail compared to direct mail, 207

• K •Kauffman Foundation’s Entreword Website, 337

keeping good customers, 296keying response to ad, 153keyword, 257, 267

kitchen sink ad, 326Know This Web site, 338knowing

deadline, 111elevator speech, 328environment, 9product and prospects, 280target customers, 9, 11, 106

• L •language for headline, 157–158

launching new business developmenteffort, 59–60

law of misdistribution, 313leading customer to business, 79

LeBoeuf, Michael, How to Win Customers and Keep Them for Life, 339

Leland, Karen, Customer Service For Dummies, 339

letter, writingfor direct mail, 202–203

to introduce business, 283

Levinson, Jay Conrad, Guerilla Marketing, 339

Levi’s brand, 90libel, 245life cycle of product, 45–46lifestyle marketing, 18, 198likability of business name, 322–323links to Web site, building, 268–269listening, 284, 299

local rate, 162logo

changing often and dramatically, 326presentation of, controlling, 100tag line and, 97

long-term planning, 336loyalty of customersbuilding, 311categories of and prescriptions for,312–313

importance of, 303–304quality gap, closing, 311–312loyalty programs, 313–315

• M •magazine advertisingadvantages and disadvantages of,144–145, 149

placing, 166–167scheduling placement, 167–168selecting magazine, 167magazine subscriber lists, 197magazines, advertising, 339mail, preparing news release for delivery

by, 235–238

Mailing and Fulfillment ServicesAssociation, 199

mailing list for direct mailhouse list, 196

outside list, 196–198renting, 198–200types of, 195–196updating, 206mailing list for opt-in newsletter, 222mailing service, 199

make-good, 162managing Web site, 255–256manufacturer ad, airing pre-produced, 185manufacturer referral, 269

market research, 10, 68market saturation, 60market segmentationdefinition of, 18viewing sales by, 27–29market share

calculating, 56–58definition of, 50increasing, 59–60offensive marketing and, 306saturation and, 60

winning, 53–54, 55–56market size and budget, 70market, total, 56

Marketer’s Portal Web site, 338marketing

cycle of, 8–9defensive, 304, 306definition of, 7offensive, 306marketing ideasbest, 328–330worst, 325–327marketing manager, hiring, 117marketing mix (Four Ps), 66, 67marketing plan

commitment to, 328creating, 14

steps to, 331–336markup, 127mass media advertisingdefinition of, 191direct mail compared to, 192–193mass media, categories of, 142

materials, marketing See also

communicationsbrochures, 212–217business card, 223–224evaluating, 87–88first impression, making, and, 76gift certificate, 223

newsletters, 217–222ownership of, 126packages as, 222–223maturity of business and budget, 70maturity phase of product, 46media buyer, 173–174

media commission, 114, 117, 126media contact

establishing and maintaining, 240–242sending brochure to, 217

media coveragebad news, dealing with, 246circulating news, 235expectations for, 234interview, 242–245news conference, 245–246news release, writing, 235–240overview of, 233

media plancomparison table for, 148–149directories, 145–146

magazines, 144–145newspapers, 143–144outdoor and transit advertising, 146overview of, 141–142

radio, 146–147television, 147–148media planner or buyer, 119media relations, 232

media scheduleoverview of, 149–150reach and frequency, balancing, 150–151timing placements, 151–152

member relations, 232memorability of business name, 322merchant company, 269

merge/purge operation, 199me-too business, 94

Microsoft Small Business CenterCommerce Manager Package, 260Microsoft statement of purpose, 64

mind share, 55mirror near telephone, 78misdistribution, law of, 313mission statement, 62modular literature, 213–214monitoring

size of sales transaction, 310Web site activity, 270monopoly, 50

moving fast, 327

• N •name of businesschoosing, 319–323displaying in print advertising, 161

National Change of Address file, 206

navigating Web site, 257–258needle-drop, 180

needs and hiring advertising agency, 120network affiliate, 175

Network Solutions, 255, 263, 338new customer, estimating cost of, 305–306new media, 142

New York Times tag line, 96

news conference, 245–246news release

distributing, 235expectations for, 234writing, 235–240newsletteropt-in electronic, 220–222overview of, 217–218planning, 218templates for, 219writing and designing, 218–219newspaper advertising

advantages and disadvantages of,143–144, 148

classified section, 166placing, 163

requesting placement, 165–166scheduling placements, 163–164sizing tips, 164–165

newspaper, local daily, making contactwith, 240

noncustomers, locating, 22–23nonmedia communication project, 111

nonprice competitor, 53nonprospects, defining, 25

• O •objection, pre-empting, 285objective

anatomy of, 66budget and, 70creative concept and, 103–104definition of, 64, 65

establishing, 68example of, 67marketing plan and, 332obligations of client to advertising agency, 125

observing customer, 19–20, 21offensive marketing, 306offer, direct mail, deciding on, 200–201

on approval agreement, 308one-shot ad, 150

one-to-one communication, 142, 191

The One-to-One Future (Don Peppers and

Martha Rogers), 340one-to-one marketing, 191–193online advertising, 270–271online encounter with customer, 82–84Online Privacy Alliance Web site, 19

online sales See also e-commerce site

auction site, 261brand and, 92Web site and, 253online Yellow Pages, 171Open Directory, 265open rate, 163opportunity, share of, 51opt-in policy

for electronic newsletter, 220–222for e-mail marketing, 207–208order, asking for, 286–287Oregon Trail, 62

originality of business name, 321–322outbound calls, telemarketing via, 192outcome, desired, 106, 107–108outdoor advertising, 146, 149, 168–169outdoor media, 142

outlining tactics in marketing plan, 334–335out-of-home advertising, 168–169