Page 12 - Duct Tape Marketing

xviii Small Business Marketing For Dummies, 2nd Edition

Following up ......................................................................................204
Scouring your list ..............................................................................206
Direct mail — or junk mail? ..............................................................207
E-mail Marketing ..........................................................................................207
Opt-in e-mail .......................................................................................207
Writing e-mail that gets read ............................................................208

Chapter 14: Brochures, Promotions, Trade Shows, and More . . . . .211

Producing and Using Marketing Literature ..............................................212
When, why, and how to produce brochures ..................................212
Launching and maintaining newsletters ........................................217

Converting Business Material to Marketing Opportunity ......................222
Weighing the Benefits of Advertising Specialties ....................................224
Choosing and Using Trade Shows .............................................................225
Building Sales through Promotions ..........................................................227

Choosing your promotion incentive ...............................................227
Staging cross-promotions and cooperative promotions ..............228
Promotion planning checklist ..........................................................229

Chapter 15: Public Relations and Publicity . . . . . . . . . . . . . . . . . . . . .231

The Relationship between Publicity and Public Relations ....................231
The wide-angle view of public relations .........................................232
Focusing on publicity ........................................................................233

Orchestrating Media Coverage ..................................................................233
Getting real with your expectations ................................................234
Circulating your news .......................................................................235
Writing news releases .......................................................................235
Establishing media contacts ............................................................240
Maintaining media relationships .....................................................242
Managing media interviews .............................................................242
Staging news conferences ................................................................245
Dealing with bad news ......................................................................246

Chapter 16: Tapping the Internet’s Marketing Power . . . . . . . . . . . .247

Who’s Online and What Are They Doing? ................................................248
Using the Internet with or without a Web Site ........................................248

Communicating via e-mail ...............................................................249
Keeping tabs on your competition .................................................251
Accessing free business advice .......................................................251
Putting a Web Site to Work .........................................................................251
Types of Web sites .............................................................................252
Building your site ..............................................................................254
Creating content ................................................................................257
Site navigation ...................................................................................257
Attributes of a good site ...................................................................258