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CONTENTS

Acknowledgments

ix

Introduction

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Who Should Read This Book Who Are Bob and Susan Negen and Why Should You Listen to Them? The Bad News The Good News The New Millennium Merchant The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers How to Use This Book

2

12 14

Step One: How to Get New Customers without Going Broke

19

Five Key Concepts for Getting New Customers

19

Key Concept #1: Be Willing to Pay to Get New Customers Key Concept #2: Understand the Lifetime Value of a Customer Key Concept #3: Break Even on the Front End, Break the Bank on the Back End Key Concept #4: Apply the “Rule of Reciprocity” Key Concept #5: Leverage the Power of Affinity Marketing

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3 4 6 7

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Six Low-Tech Tactics to Get New Customers without Going Broke New Customer Tactic #1: Give Away Gift Certificates New Customer Tactic #2: Send Endorsed Mailings New Customer Tactic #3: Partner with a Charitable Cause New Customer Tactic #4: Create a Referral System New Customer Tactic #5: Engage in “Donut Marketing” New Customer Tactic #6: Generate Publicity

Six High-Tech Tactics to Get New Customers New Customer Tactic #7: Have a Great Website New Customer Tactic #8: Seek Out Reciprocal Links New Customer Tactic #9: Set Up Email Endorsements New Customer Tactic #10: Ask Customers to Forward to a Friend New Customer Tactic #11: Online User Groups and Chat Rooms New Customer Tactic #12: Get Good Search Engine Placement

30 30 35 37 48 53 54

64 64 80 82 84 86 88

Special Section: The Traditional Media

95

Why Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It

95

Special Section: Copywriting for Retailers Killer Copy: How to Write Messages That Sell The Ten Commandments of Copywriting for Retailers

Step Two: Turn a First-Time Buyer into a Regular Customer Two Key Concepts for Turning a First-Time Buyer into a Regular Customer Key Concept #1: Lifetime Value of a Customer Key Concept #2: The Big Switch

Three Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer Turn Them into a Regular Customer Tactic #1: Give a Great First Experience in Your Store Turn Them into a Regular Customer Tactic #2: Ask For Their Contact Information

104 104 125

127 127 127 128

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Contents Turn Them into a Regular Customer Tactic #3: Follow Up Immediately

Two High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer Turn Them into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website Turn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails

Step Three: Get Your Customers to Shop More Often Two Key Concepts to Get Your Customers to Shop More Often Key Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s Responsibility to Remember You Key Concept #2: The Secret Strategy: Become a Broader Resource

Four Low-Tech Tactics to Get Your Customers to Shop More Often Shop More Often Tactic #1: Have Lots of Promotions Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club Shop More Often Tactic #3: Send Snail Mail Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs

Four High-Tech Tactics to Get Your Customers to Shop More Often Shop More Often Tactic #5: Manage Your Customer Database Shop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your Customers Shop More Often Tactic #7: Make Your Website a Resource for Your Customers Shop More Often Tactic #8: Use Email Campaigns to Sell Related Products

Step Four: Keep Your Customers for Life Six Key Concepts to Keep Customers for Life Key Concept #1: Keep Your Customers for as Many Years as Possible

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146 147 149

155 156 157 159

162 162 176 186 190

192 192 198 216 222

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Key Concept #2: Never Take Your Customers for Granted Key Concept #3: Be Constant Key Concept #4: Be Consistent Key Concept #5: Keep Your Approach to Your Business Fresh and Exciting Key Concept #6: What’s a Customer Worth? Show Me the Money!

Three Terrific Tactics to Keep Customers for Life Terrific Tactic #1: Build a Marketing Plan Terrific Tactic #2: Track the Effectiveness of Your Marketing Efforts Terrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail

226 227 227 228 229

232 232 236 238

Conclusion

239

Index

241

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