Buy Now, Ron Lynch
Rick Cesari
Language: English
Pages: 108
ISBN: 2:00291534
Format: PDF / Kindle (mobi) / ePub
Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign
In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.
In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes. * Find out how to use direct response to create a "self-funding "marketing campaign * Learn the techniques to building offers that will get people to respond to your products * Use "high touch" direct response marketing to build brand equity and drive sales at retail * Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands * Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else
Buy Now! to launch your products and campaigns to new heights-and connect with customers
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Miami devastating that franchise. Other solid examples of celebrity endorsement are the Michael Jordan and Nike collaboration, which led to the sale of the iconic Air Jordans, and Newman’s Own, actor Paul Newman’s line of organic food products. Newman’s Own not only capitalizes on the nostalgia of old-school Hollywood glamour, but also encompasses the man’s philanthropic lifestyle by donating a portion of all sales to charity. The best endorsement deals manage to equate the product with the
Miami devastating that franchise. Other solid examples of celebrity endorsement are the Michael Jordan and Nike collaboration, which led to the sale of the iconic Air Jordans, and Newman’s Own, actor Paul Newman’s line of organic food products. Newman’s Own not only capitalizes on the nostalgia of old-school Hollywood glamour, but also encompasses the man’s philanthropic lifestyle by donating a portion of all sales to charity. The best endorsement deals manage to equate the product with the
segment is known to reside. You would then unify all the creatives by engaging the viewer with a question that is assumptive and engaging. In this case, you might launch a campaign with, “Hey, what’s for dinner tonight?” It’s a question we all ask every day, and gets us on the road to a solution we know we can provide to every customer segment. The answer, and its weight, will be driven by the consumers as they have defined themselves. Then each creative execution is married to a media plan that
those companies. Much of it you do not delete or block because you want it. I want to know about the next new car, or the online closeouts from Eddie Bauer and Williams-Sonoma. You have yours. Now take that paradigm and lay it on top of your electronic world. Come home and only see the TV programs you want, when you want. The ads are all about your interests, and the media is all about you. We already have brands of news that report the world the way we prefer to see it. That world is about to
listening. We are not encouraging scam artists to stick their toes in the water. Plenty have tried, and they get caught. You can lose your home, vehicles, family, and do real jail time for playing fast and loose with any kind of broadcast advertising that is bogus. Lecture over. Be good. It’s just as easy—in fact, easier—to find a new, positive, profitable product that you can build a brand around than to take any shortcuts. If you are just starting out and want to try to build your own brand,