100 GREAT MARKETING IDEAS FROM LEADING COMPANIES AROUND THE WORLD

100 GREAT

MARKETING IDEAS

FROM LEADING COMPANIES

AROUND THE WORLD

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CONTENTS

Introduction
The ideas

1 Give the product away 4
2 Make it fun 6
3 Get decision-makers together 8
4 Tease your customers 10
5 The “real money” mailing 12
6 Withdraw the product 14
7 Find the key account 16
8 Add some value 18
9 Do something different 20
10 Respect your consumer 22
11 Play a game 24
12 Bring a friend 26
13 Use promotional gifts that really promote 28
14 Do not bind the mouths of the kine 30
15 Empowering staff 32
16 Speak the customer’s language 34
17 Build your corporate culture 36
18 Have a startling brand 38
19 Make the product easy to demonstrate 40
20 Throw a party 42
21 Follow up on customers later 44
22 Lost customers are not always lost 46
23 Bait the hook 48
24 Hold on to those brochures 50
25 Show people the competition 52
26 Take your partners 54
27 Making exhibitions work 56
28 Set the price, even on things you are giving away 58
29 Let them shout! 60
30 Turn a disadvantage to an advantage 62
CONTENTS
31 Develop an icon 64
32 Educate your customers 66
33 Tap into country-of-origin effect 68
34 Charge what the service is worth 70
35 Be consistent 72
36 Love your customers, love what they love 74
37 Make it easy for people to pay 76
38 Credit where credit’s due 78
39 Don’t compete 80
40 Keep them waiting 82
41 Form a club 84
42 Get the layout right 86
43 Avoid annoying the customers 88
44 Work with the negative aspects of your product 90
45 Put yourself on a networking site 92
46 Discourage the undesirables 94
47 Watch how people actually use your products 96
48 Form a panel 98
49 Get somebody else to pay for what you give your
customers for free 100
50 Make people behave 102
51 Give people something that helps you to communicate
your brand to them 104
52 Help your allies to help you 106
53 Keep your eggs in one basket 108
54 Whet the customer’s appetite 110
55 Be startling in ways that involve your customer 112
56 If you’re on the web, you’re global 114
57 Look beyond the obvious 116
58 Find the USP 118
59 Reposition into a better market 120
60 Use the packaging 122
61 Infl uence the infl uencers 124
62 Research your customers 126
63 Involve your customers 128
64 Integrate your database 130
65 Tap into the social network 132
66 Flog it on eBay 134
67 Communicate in a relevant way 136
68 Develop your brand personality by linking it to a real
personality 138
69 Know your customer’s motivations 140
70 Identify your competitors—and learn from them 142
71 Pick the segments nobody else wants 144
72 Pick a card 146
73 Trust your customers to handle their own complaints 148
74 Find the lost tribe 150
75 Find the right partners 152
76 Tailor your products 154
77 Integrate communications 156
78 Share the wealth 158
79 Think small 160
80 Be the expert 162
81 Ads on cars 164
82 Go to the source of customers 166
83 Make your customers laugh 168
84 Focus on the key issue for your customer 170
85 Vary the ambience 172
86 Grab them early 174
87 Be child-friendly 176
88 Understand how you are judged 178
89 Introduce a third alternative 180
90 Place your product 182
91 Specialize to charge a premium 184
92 Develop a separate brand for each market 186
93 Use opinion leaders 188
94 Link to a cause 190
95 Set a sprat to catch a mackerel 192
96 Consider the culture 194
97 Build a new distribution channel 196
98 Use a weblog 198
99 Make buying easy 200
100 Make your product easier to use than everybody else’s 202