Everyone knows the importance of good marketing, but few companies consistently create successful campaigns. Spending marketing dollars wisely, especially now when the economy is in a downturn, is more important than ever. Based on over forty years of combined marketing experience, consultants Sally Beamer and Gerardo Tabío will teach you a solid marketing strategy to develop innovative ideas targeted to the interests and wants of your customers. Using a methodology that they have honed with both large corporations—like Coca Cola, Volkswagen, and Wendy’s—and small, locally owned businesses, such as car dealerships, jewelry stores, and radio stations, the authors guide you step by step to create a marketing plan that will produce positive, measurable results. From their wealth of experience, Beamer and Tabío use many entertaining and enlightening anecdotes so that you can immediately understand and implement their advice. Their simple formula allows you to quickly generate a lengthy list of diverse, novel, and relevant ideas, while holding to a high standard. Then you will learn how to troubleshoot and refine this list to find the best ideas to reach your target customers and add to the bottom line. Using the ingenious approach taught in this book, companies both large and small will be able to develop customized, novel ideas that meet specific marketing objectives and vastly improve the likelihood of a campaign’s success.
"Creating Demand will develop the idea generation engine that every organization needs. A must read for any salesperson or organization looking to develop custom ideas that break through the clutter." --Rick Cotton, Vice President, Advertising Sales, Monster.com
"Finally--a book that makes the connection between concepts with behaviors and in doing so outlines for us a step by step roadmap to creating effective marketing ideas that actually work." --John I. Coulter, Managing Partner, The Content Factory
"As the world of marketing has evolved, these two experts center on the most important ingredient--'the idea.' But 'THE' idea is the hardest part of the competitive advantage for any product. Throughout this book Tabio and Beamer understand the discipline of creating the idea, the steps to implement it, and achieving the final result of success." --Catherine Meloy, President/CEO, Goodwill of Greater Washington
Creating Demand by Gerardo V. Tabio and Sally Beamer