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Жесткий бренд-билдинг. Выжмите из клиента дополнительную маржу
Называя себя "фундаменталистом прямого маркетинга" и радикально отрицая идею о том, что большой бренд невозможен без вливания в него фантастических маркетинговых бюджетов, Дэн Кеннеди посвящает своего читателя в проверенные на практике методики получения успешного бренда бесплатно. Основывая философию бренд-билдинга на привлечении клиентов при помощи рекламы прямого отклика, автор доказывает справедливость своих рассуждений на примере опыта таких компаний, как Iron Tribe, Orvis, Kodak, Intel, Subway и многих других. Кроме того, книга рассказывает об особенностях первичного и вторичного маркетинга, принципах построения бизнеса при помощи технологии StorySelling, а также правилах создания персонального бренда.
290 pages, Hardcover
Published January 1, 2017
44 people want to read
About the author
Dan S. Kennedy
144 books373 followersDan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
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November 27, 2019Не советую ее читать. Так как большая часть книги это история одной компании, которая открыла спортзал.
В самом конце вступает в дело сам Дэн Кеннеди и говорит интересные вещи. А в целом такая шляпа. Основа заключается в том, чтобы заниматься маркетингом прямого отклика.
Комбинировать рекламу имиджевую с прямым откликом.
Прямой отклик это типа "заходи и получи скидку", "напиши до конце недели и получи бесплатное видео как...". Идея основная это не строить брэнд ради брэнда, а строить брэнд на основе продаж, брэнд сам себя потом построит.
Тому свидетельство еще одна история из книги, которая занял почти всю вторую половину книгу про магазин еды для животных.
Книга натолкнула на мысли. Дала точное понимание, что необходимо иметь свою книгу и дарить ее клиентам, это даст супер преимущество перед другими.
В самом конце вступает в дело сам Дэн Кеннеди и говорит интересные вещи. А в целом такая шляпа. Основа заключается в том, чтобы заниматься маркетингом прямого отклика.
Комбинировать рекламу имиджевую с прямым откликом.
Прямой отклик это типа "заходи и получи скидку", "напиши до конце недели и получи бесплатное видео как...". Идея основная это не строить брэнд ради брэнда, а строить брэнд на основе продаж, брэнд сам себя потом построит.
Тому свидетельство еще одна история из книги, которая занял почти всю вторую половину книгу про магазин еды для животных.
Книга натолкнула на мысли. Дала точное понимание, что необходимо иметь свою книгу и дарить ее клиентам, это даст супер преимущество перед другими.
Displaying 1 of 1 review