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301 Do-It-Yourself Marketing Ideas: From America's Most Innovative Small Companies

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Editorial Reviews

From Library Journal

This book, the second of the "301" titles (301 Great Management Ideas from America's Most Innovative Small Companies, Inc., 1995), offers a series of vignettes grouped by 15 subjects. The categories include advertising, competition, distribution, global, Internet and online, market research, materials, partnering, selling, and trade shows. The topics can be read contiguously, browsed, or referred to through the index. Taken from interviews and suggestions from successful business managers as well as from recent Inc. articles, each idea is outlined with suggested implementations and is written in an attention-getting style. Jay Coward Levinson (Guerilla Marketing, LJ 2/15/84) provides the introduction. Like its predecessor, this book should be in every public, academic, and marketing library collection.?Littleton M. Maxwell, Univ. of Richmond, Va.
Copyright 1997 Reed Business Information, Inc.

Excerpt. © Reprinted by permission. All rights reserved.

Idea #123 E-mail, or Else!

Some companies, who used to communicate with distributors, retailers, sales representatives, and suppliers by phone, fax, and mail, are discovering e-mail communication is a better way to go. In fact, Craig Aberle, president of MicroBiz, of Mahwah, N.J., demands it. Get e-mail or get lost: This was the ultimatum issued by MicroBiz, a software development company, to nearly 1,000 with whom it does business. About 95% of MicroBiz's 4% million in sales comes through resellers across the country. Aberle sent each a letter, saying, "We require all dealers to get on e-mail, or we won't give you any leads." Initially, people grumbled. Within a few months, however, everyone was online. As a result, MicroBiz's monthly phone bill has dropped from $35,000 to $16,000. Now, rather than call resellers with leads, employees e-mail them. And dealers have started e-mailing one another with ideas and referrals.

Idea #119 Cooking Up Sales
When you're selling to a foreign prospect, the pomp and circumstance of formal meetings may interfere with closing a deal. After years of selling internationally, Wayne Cooper decided to balance the formality with an evening of decidedly casual entertaining. It began when Cooper, CEO of Arcon Manufacturing in Charlotte, N.C., invited a delegation from China to his ranch to cook up their own favorite dishes. "They had been on the road for a month and missed their native cuisine," explained Cooper. Now he turns his kitchen over to visiting business travelers as often as once a month. Usually, the groups cook just for themselves, Cooper, and his wife, Judy. The emphasis is on socializing, but, of course, there's often a business payoff in the end. In the case of the Chinese delegation, Arcon, which builds grain silos, closed a sale the very next day that it had been negotiating for a year and a half.