Page 14 - Duct Tape Marketing

xx Small Business Marketing For Dummies, 2nd Edition

Developing Positive Word-of-Mouth .........................................................300
Building a Customer Service Environment ..............................................301

Chapter 19: Fortifying Customer Relationships . . . . . . . . . . . . . . . . . .303

Why Customer Loyalty Matters ................................................................303
Making Customers for Life ........................................................................304

Valuing your customers ...................................................................305
Expanding your share of your customer’s billfold ........................306
What Customers Want ................................................................................308
Benchmarking customer satisfaction levels ..................................309
Using the cash register as a customer satisfaction monitor .......310
Building Loyalty ..........................................................................................311
Closing the quality gap .....................................................................311
Customer loyalty prescriptions .......................................................312
Using loyalty programs .....................................................................313

Part VI: The Part of Tens ...........................................317

Chapter 20: Ten Questions to Ask Before You Choose a Name . . . .319

What Kind of Name Do You Want? ............................................................319
What Do You Want the Name to Convey? ................................................320
Is the Name You Want Available? ..............................................................320
Is It Easy to Spell? ........................................................................................321
Is It Easy to Say? ..........................................................................................321
Is It Original? ................................................................................................321
Is It Universal? .............................................................................................322
Is It Memorable? ..........................................................................................322
Can You Live and Grow with This Name? ................................................322
Are You Ready to Commit to the Name? .................................................323

Chapter 21: Ten Ideas to Embrace and Ten to Avoid . . . . . . . . . . . . .325

Ten Worst Marketing Ideas ........................................................................325
Ten Best Marketing Ideas ...........................................................................328

Chapter 22: Ten Steps to a Great Marketing Plan . . . . . . . . . . . . . . . .331

Step 1: State Your Business Purpose ........................................................331
Step 2: Define Your Market Situation ........................................................331
Step 3: Set Goals and Objectives ...............................................................332
Step 4: Define Your Market .........................................................................332
Step 5: Advance Your Position, Brand, and Creative Strategy ..............333
Step 6: Set Your Marketing Strategies .......................................................333
Step 7: Outline Your Tactics .......................................................................334
Step 8: Establish Your Budget ....................................................................335
Step 9: Blueprint Your Action Plan ............................................................335
Step 10: Think Long Term ..........................................................................336
One Final Step: Use Your Plan ...................................................................336