Books

How to Sell More Stuff!: Promotional Marketing That Really Works

Average customer rating:

Highly Recommended!
Common Sense from Two Practicing Professionals
Expert promotional guidance
Almanac for Promotional Marketers

How to Sell More Stuff!: Promotional Marketing That Really Works
Steve Smith , and Don E. Schultz
Manufacturer: Kaplan Business
ProductGroup: Book
Binding: Paperback

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Promotional Marketing

ASIN: 0793193311
Release Date: 2004-12-01

Book Description

With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.

Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer, and everyone in between.

How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.

Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:

* How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages.

* How to budget the program.

* Pitfalls, cautions, and opportunities.

* How to put it all together with procedures and checklists.

Examples of leading promotions from Campbell Soup, General Mills, Stanley Tools, and Procter & Gamble. Every business, from small businesses to agencies to corporations to sales organizations to B2Bs, want to increase sales.

With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.

Customer Reviews:

Highly Recommended!.......2005-04-25

Readers instinctively understand that every topic is not equally adaptable to narrative treatment. You could read about Tiger Woods for a month, for example, and not improve your golf game by a stroke. In promotional marketing, however, the opposite is true. The marketer's tool kit only holds so many tricks, and many are careworn from repetitive use. That means you can learn tons about executing a sales promotion by reading a book, if you find the right one. Good news: this is that tome. Combining their many years of experience, Steve Smith and Don E. Schultz adroitly blend the practical with the strategic. Their book is packed with budget tips, planning advice and execution checklists. We recommend this comprehensive, insightful review even for battle-scarred veterans of the promotional wars. For new arrivals, here's the marketer's promo tool kit, ready to go.

Common Sense from Two Practicing Professionals.......2005-03-02

At last, an updated, readable reference on sales promotion from two consumate pros!
Promotion remains one of the most misunderstood of all marketing disciplines. The team of Smith and Schultz provide a logical framework to help the novice or the old hand intelligently plan their sales promotion programs.
What you see in the title is what you get in the book. Straightforward, common sense counsel. The authors take their subject quite seriously, but (fortunately for the reader) don't take themselves so seriously that their book fails to entertain, as well as inform.

Expert promotional guidance.......2005-01-13

I have been in the marketing business for years and you can never know enough. Unfortunately, most of the literature out there is either academic in nature or light industry news - nothing you can actually apply to your business. This book is the exception. Finally, here's a complete reference and how-to manual, breaking down every promotional tactic and describing how to evaluate, budget, plan and implement. The index alone is a brainstorm starter. Other marketing areas like advertising, PR and direct have excellent how-to books. Now promotional marketing has one and I find myself visiting this book frequently for expert guidance.

Almanac for Promotional Marketers.......2005-01-09

I can't imagine many people will read this outstanding book cover to cover, like they'd read a book at the beach. That's because it contains so much reference material. It has almanac qualities: it's a compendium of tables, checklists, and laundry lists...of very useful information.

Instead of reading it straight through myself, I've been living with the book for the last two weeks. I've picked the chapters I've wanted to read in full (and read them), and used various other sections as needed. In that time, the book's become sort of a right-hand office assistant.

The style of the book is arresting - in a good way. Steve Smith and Don Schultz view the subject of sales promotion differently, and it shows. Professor Schultz leads off the chapters with "some relevant research, basic concepts, and the like." Then Mr. Smith gives his practical, `real world' perspective. Sometimes the opening train of thought flows smoothly to the next; other times it does not. But the content is always complementary, not contradictory, and, by the time you've read a chapter you feel you've got a nice grasp of the subject.

I particularly like Mr. Smith's style. He has an easy way of addressing the pertinent aspects of running promotions, and he gets straight to the insightful parts without a lot of wasted words. (You can even read his sections back to front, I discovered!)

When he's not delivering chunks of insight, he's classifying, organizing, and providing checklists - putting the whole world of sales promotions and employee incentive (performance) programs in perspective. For a new marketer like me, I feel I've been given the best foundation imaginable.

Each author has clearly enjoyed his respective career working with sales promotions. I was reminded over and over while reading how fun and interesting it is, the challenge of finding, creating and offering things valuable enough to other people to move one's own organization forward. Thanks to both of them for their enthusiasm.

Keeler Cox
Sharon, PA

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