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The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man?Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.
But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes?and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena?and brought a new era of growth and profitability to the organization.
Buy Now lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to:
- Target a customer base that continually expands and grows
- Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition
- Use compelling messaging that speaks to the unique needs of your customers
With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man?Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.
But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes?and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena?and brought a new era of growth and profitability to the organization.
Buy Now lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to:
- Target a customer base that continually expands and grows
- Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition
- Use compelling messaging that speaks to the unique needs of your customers
With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
RICK CESARI was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.
RON LYNCH has been the creative mind behind many successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at [...].
Prologue: The Secret to Our Success xi
CHAPTER 1 Why "Buy Now"? 1
The Direct Response Solution 4
Carnival Beginnings 6
Why Direct Response? 7
Liar, Liar, Pants on Fire 10
CHAPTER 2 The Geeks Inherit the Earth 17
Why Is Direct Response a Great Value? 22
Why Doesn't Everyone Try Direct Response? 24
What Is a Brand and Why Do I Need One? 27
CHAPTER 3 They Don't Teach This in College: Rick's Story 33
The Pitch 36
My Story 37
From Real Estate to Infomercials 38
How to Make a Million 43
CHAPTER 4 Juicing for Dollars 49
The Power of PR 54
Live Seminars 56
CHAPTER 5 Building the Juiceman® Brand 61
Explosive Growth 65
Retail Strategy 66
CHAPTER 6 Expanding the Brand: The Breadman® 71
Validating "the Model" 75
Selling the Business 77
CHAPTER 7 Sonicare®: The [...] Toothbrush 79
Problem/Solution 82
Credibility: The Key to a Successful Infomercial 84
Rolling Out a Campaign 86
CHAPTER 8 The Biggest Knockout in History 91
How a Champion Boxer and a Failed Taco
Maker Created Sizzling Success 93
The Price of Celebrity 102
Grilling Up Some Big Numbers 105
CHAPTER 9 OxiClean®: "Powered by the Air You
Breathe, Activated by the Water You Drink" 107
The Ubiquitous Billy Mays 111
The Rise of OxiClean 117
Unique Packaging Strategy 118
CHAPTER 10 The Customer Is No Dummy 123
Positioning Your Product: The Next Niche 129
Get to Your Unique Selling Proposition 132
CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139
Direct Demographic Media Messaging 143
Messaging versus Demographic 145
What Are You Going to Grow Today? 148
The Intersection of the Internet 149
CHAPTER 12 Free Advertising? 153
Is My Idea Direct-Response Worthy? 156
Why Are the COGs So Important? 159
Long Form or Short Form? That Is the Question 162
CHAPTER 13 Anatomy of an Infomercial 165
Show Styles or Formats 168
Long-Form Elements 171
Show Outline 175
CHAPTER 14 Offer Is King 179
Why Is Everything Priced at [...] and [...]? 183
How Do Long Form and Short Form Work Together? 185
CHAPTER 15 Beyond Television: Integrating Radio, Web
Advertising, and More 189
Online Marketing Is Direct Response 195
The Backend of Direct Response 198
CHAPTER 16 Conclusion 205
Brass Tacks: What Does This Cost? 207
Index 211
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 240 S. |
| ISBN-13: | 9780470888018 |
| ISBN-10: | 0470888016 |
| Sprache: | Englisch |
| Herstellernummer: | 14588801000 |
| Einband: | Gebunden |
| Autor: |
Cesari, Rick
Lynch, Ron |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 157 x 18 mm |
| Von/Mit: | Rick Cesari (u. a.) |
| Erscheinungsdatum: | 08.02.2011 |
| Gewicht: | 0,506 kg |
RICK CESARI was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.
RON LYNCH has been the creative mind behind many successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at [...].
Prologue: The Secret to Our Success xi
CHAPTER 1 Why "Buy Now"? 1
The Direct Response Solution 4
Carnival Beginnings 6
Why Direct Response? 7
Liar, Liar, Pants on Fire 10
CHAPTER 2 The Geeks Inherit the Earth 17
Why Is Direct Response a Great Value? 22
Why Doesn't Everyone Try Direct Response? 24
What Is a Brand and Why Do I Need One? 27
CHAPTER 3 They Don't Teach This in College: Rick's Story 33
The Pitch 36
My Story 37
From Real Estate to Infomercials 38
How to Make a Million 43
CHAPTER 4 Juicing for Dollars 49
The Power of PR 54
Live Seminars 56
CHAPTER 5 Building the Juiceman® Brand 61
Explosive Growth 65
Retail Strategy 66
CHAPTER 6 Expanding the Brand: The Breadman® 71
Validating "the Model" 75
Selling the Business 77
CHAPTER 7 Sonicare®: The [...] Toothbrush 79
Problem/Solution 82
Credibility: The Key to a Successful Infomercial 84
Rolling Out a Campaign 86
CHAPTER 8 The Biggest Knockout in History 91
How a Champion Boxer and a Failed Taco
Maker Created Sizzling Success 93
The Price of Celebrity 102
Grilling Up Some Big Numbers 105
CHAPTER 9 OxiClean®: "Powered by the Air You
Breathe, Activated by the Water You Drink" 107
The Ubiquitous Billy Mays 111
The Rise of OxiClean 117
Unique Packaging Strategy 118
CHAPTER 10 The Customer Is No Dummy 123
Positioning Your Product: The Next Niche 129
Get to Your Unique Selling Proposition 132
CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139
Direct Demographic Media Messaging 143
Messaging versus Demographic 145
What Are You Going to Grow Today? 148
The Intersection of the Internet 149
CHAPTER 12 Free Advertising? 153
Is My Idea Direct-Response Worthy? 156
Why Are the COGs So Important? 159
Long Form or Short Form? That Is the Question 162
CHAPTER 13 Anatomy of an Infomercial 165
Show Styles or Formats 168
Long-Form Elements 171
Show Outline 175
CHAPTER 14 Offer Is King 179
Why Is Everything Priced at [...] and [...]? 183
How Do Long Form and Short Form Work Together? 185
CHAPTER 15 Beyond Television: Integrating Radio, Web
Advertising, and More 189
Online Marketing Is Direct Response 195
The Backend of Direct Response 198
CHAPTER 16 Conclusion 205
Brass Tacks: What Does This Cost? 207
Index 211
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 240 S. |
| ISBN-13: | 9780470888018 |
| ISBN-10: | 0470888016 |
| Sprache: | Englisch |
| Herstellernummer: | 14588801000 |
| Einband: | Gebunden |
| Autor: |
Cesari, Rick
Lynch, Ron |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 157 x 18 mm |
| Von/Mit: | Rick Cesari (u. a.) |
| Erscheinungsdatum: | 08.02.2011 |
| Gewicht: | 0,506 kg |
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