Steal These Ideas! E-Book

Steve Cone

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: Bloomberg
• Sprache: Englisch

Seitenzahl: 202

Veröffentlichungsjahr: 2010

Beschreibung

Working for nearly thirty years with and for leading companies including Citigroup, American Express, Epsilon, Apple, and Fidelity--with notable political and not-for-profit campaigns along the way--Steve Cone has the kind of hard-earned, high-level experience that translates into valuable, tested ideas on what really works--and doesn't--in marketing. In Steal These Ideas! Cone delivers hundreds of pearls in a sharp, no-nonsense, and witty style on all facets of marketing, branding, and advertising with all the candor and freshness one would expect from a knowledgeable good friend in the business. Illustrated throughout with examples of the good, bad, and ugly in advertising, this is the secret stuff that no one ever teaches. Anyone can now steal these ideas and become a marketing star today.

Leseprobe

Table of Contents

Praise

Also by STEVE CONE

Title Page

Copyright Page

Dedication

Preface

Chapter 1 - Three Hidden Ingredients in Every Winning Marketing Campaign

The Ultimate Help-Wanted Ad

The Early Days of Playboy Magazine

Rolling Stone Magazine

Pan American WorldPass and How Last Became First

Other Quick Airline Stories about Creating Customer Excitement

One for the Gipper

Don’t Leave Home Without It

Mean Joe Greene

Mr. Whipple

Peter Lynch, Lily Tomlin, and Don Rickles

Chapter 2 - In Simple Language: What Is a Brand? What Makes It Successful? How ...

Unique Selling Proposition

Strong Visual Imagery

Innovative and Reliable Products

Memorable and Integrated Advertising

Chapter 3 - How to Create a Unique Selling Proposition

Three of My Favorite Unique Selling Propositions

Chapter 4 - Create, or Hire, or Beg, to Build a Memorable, Distinctive ...

How to Choose the Right Personality

Going Hollywood

A Word about Voiceovers

Corporate Mascots

Animated Characters

Animals

Deceased People

But What If My Spokesperson Does Something Really Bad?

Chapter 5 - You Have to Be Able to See It to Read It

Four Tips to Readability

The Good, the Bad, and the Ugly

The Good

The Bad

Just Ugly

The Truly Ugly

Chapter 6 - Brochures Kill Trees: Make the Trees That Die for You Count

Hot Magazines

Chapter 7 - Everlasting Tag Lines

Should Companies with Many Divisions Use One Slogan, Worldwide?

Chapter 8 - Think Globally, Act Locally ... to a Point

Chapter 9 - Integration Wins Wars and the Mind of the Consumer

Chapter 10 - Location, Location, Location: Get the Most from Your Media Dollars

Print Media

TV and Radio Placement

Global Media Planning and Placement

Chapter 11 - No One Ever Bought Anything from an English Professor

Think More Like Armani and Less Like The Gap

Chapter 12 - The Three Most Important Customer Lessons You Will Ever Learn

Lesson One: People renew the way they are acquired.

Lesson Two: The most critical time in a new customer’s relationship with your ...

Lesson Three: Forget complicated clusters and demographics.

Don’t Go Cold Turkey with Your Best Customers

The Guthrie Lesson

Chapter 13 - The Art of Building Effective Loyalty Programs

Loyalty in the Not-for-Profit World

Chapter 14 - Surprise! We’re All Getting Older

Generation Gaps—Real and Imagined

Marketing to the Sexes

Chapter 15 - The Big Breakthrough Idea: Where Does It Come From?

Chapter 16 - The Web: Hype and Hope

Chapter 17 - The Power of Public Relations and Sponsorships

Sponsorships

Chapter 18 - Politics and Promotion

RightTime Marketing

TV TV TV

Chapter 19 - In the Spotlight

In the Hot Seat

Chapter 20 - Confucius and Stardom

Chapter 21 - How to Make the Most of Your Advertising Agency

A Few Words about Copywriters

Chapter 22 - The Ten Secrets You Really Need to Steal

Chapter 23 - Being All That We Can Be

Index

About Bloomberg

About the Author

PRAISE FOR Steal These Ideas!: Marketing Secrets That Will Make You a Star by Steve Cone

“In less than two hundred pages, Mr. Cone provides a crash course on the art and science of marketing …. His book is a busy executive’s dream: well-organized, easy to read, packed with lucid opinions and lively examples.”

The Wall Street Journal

“…buy Cone’s book and seriously consider what’s inside. For sure, there are valuable lessons to be learned.”

Chicago Sun-Times

“Along with his practical advice, Cone’s insights into the thoughts behind the words are invaluable.”

The Miami Herald

“In a clear and succinct fashion, Cone states what people need to do to have a great marketing campaign.”

O’Dwyer’s PR Report

“For nearly twenty-five years, Steve Cone has branded luxury for a select group of America’s smartest marketers.”

Advertising Age’s Point

“Marketing mavens who treasure their jobs—or better yet, want to move ahead—will find themselves constantly using Cone’s incredible cache of ever-insightful tips and ideas as their guide to innovation and success.”

STEVE FORBES President and CEO, Forbes Inc.

“With Steal These Ideas!, Steve Cone provides a clear and no-nonsense guide for getting it done now.”

FAITH POPCORN Founder and CEO, Faith Popcorn’s BrainReserve

“Loaded with lots of great marketing ideas. A steal at only $18.95.”

AL RIES Coauthor, The Origin of Brands

“I thought I would never need to read another marketing book until I picked up Cone’s fun, fast, and fantastic guide that can help any size business anywhere immediately go from ho-hum to world-class marketing.”

JON LINEN Former Vice Chairman, American Express

“With lots of good information on key marketing topics, Steve Cone breaks down branding issues and delivers them with a refreshing approach and wry sense of humor.”

CLAIRE ROSENZWEIG, CAE, CPMP Former President, Promotion Marketing Association, Inc.

“It’s not getting easier out there. So what’s one to do? You need the hard-earned lessons provided by campaigns that worked and someone who can extract their secret ingredients. SteveCone does all that with a true knowledge of our craft and the no-nonsenseapproach of someone who knows, understands, and respects consumers. Does he reveal too much? Yes! Now some of the best secrets in our industry are all in one place for all to see.”

DANIEL MOREL Chairman and CEO, Wunderman

“Entertaining, informed, accessible—Steal These Ideas! is all that and more. I’ve been faxing pages to clients with a note saying, ‘Hey, read this. It’s by someone who learned from the same mistakes you’re making and can make it all better.’”

RICHARD LAERMER CEO, RLM PR, and Author, Full Frontal PR

“ This book is filled with practical advice for marketers, and the considerable insight that Steve Cone provides can be used every single day. The lessons he learned and shares are the culmination of his unique career as a marketing visionary for more than three decades.”

ADAM ARON Former Chairman and CEO, Vail Resorts (Vail, CO)

Also by STEVE CONE

Powerlines(February 2008)

Also available from BLOOMBERG PRESS

The Financial Services Marketing Handbook:Tactics and Techniques That Produce Resultsby Evelyn Ehrlich and Duke Fanelli

Full Frontal PR:Building Buzz About Your Business,Your Product, or Youby Richard Laermer

A complete list of our titles is available at www.bloomberg.com/books

ATTENTION CORPORATIONS

THIS BOOK IS AVAILABLE for bulk purchase at special discount. Special editions or chapter reprints can also be customized to specifications. For information, please e-mail Bloomberg Press, [email protected], Attention: Director of Special Markets or phone [phone].

© 2005 by Steve Cone. Protected under the Berne Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher except in the case of brief quotations embodied in critical articles and reviews. For information, please write: Permissions Department, Bloomberg Press, 731 Lexington Avenue, New York, NY 10022 or send an e-mail to [email protected].

BLOOMBERG, BLOOMBERG LEGAL, BLOOMBERG MARKETS, BLOOMBERG NEWS, BLOOMBERG PRESS, BLOOMBERG PROFESSIONAL, BLOOMBERG RADIO, BLOOMBERG TELEVISION, BLOOMBERG TERMINAL, and BLOOMBERG TRADEBOOK are trademarks and service marks of Bloomberg L.P. All rights reserved.

This publication contains the author’s opinions and is designed to provide accurate and authoritative information. It is sold with the understanding that the author, publisher, and Bloomberg L.P. are not engaged in rendering legal, accounting, investment-planning, or other professional advice. The reader should seek the services of a qualified professional for such advice; the author, publisher, and Bloomberg L.P. cannot be held responsible for any loss incurred as a result of specific investments or planning decisions made by the reader.

ISBN-13: 978-1-57660-191-4

The Library of Congress has cataloged the earlier printing as follows:

Cone, Steve

p. cm.

Summary: “A concise handbook of marketing ideas covering advertising, branding, public relations, direct response, and more, illustrated with examples of brands and successful and unsuccessful ads, written by a marketing executive with nearly 30 years of experience in the field”--Provided by publisher.

Includes index.

1. Marketing. I. Title.

HF5415.C54738 2005

658.8--dc22 2005016691

For Faye especially, and Cliff.

And, to my father and former Epsilon colleagues—where marketing history was made again and again and again.

Preface

THERE IS A STORY that has been circulating in New York City for many years about the first time Woody Allen and Arnold Schwarzenegger ever met. Picture a swish cocktail party in Manhattan. As the story goes, Woody walks up to Schwarzenegger, glass in hand, looks up, and says, “Arnold, what would it take for me to look like you?” Without skipping a beat, Arnold replies, “Two generations.”

Unlike Woody, you won’t have to wait that long for a transformation. What I have put together in this book is almost two generations worth of ideas and practical advice you can pick up in one or two hours. The insights and concepts you will find here are just not taught in college, graduate school, or even on the job. Short chapters make it easy to get through, and I’m confident there’s enough wit and wisdom to keep your attention.

What I believe has been lacking in the marketing profession for a long time is a quick read, full of real-world ideas to make you and your company more successful, right away. If you use this book as a marketing tip and idea reference guide now, and for years to come, I have done my job. So don’t expect an updated, better-than-ever version.

Have fun, enjoy the stories, rip out pages, learn the techniques, and steal these ideas. Remember, this is the secret stuff no one ever teaches and it’s just what you need to become a marketing star right now—not in a generation or two!