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Buy Now : Creative Marketing that Gets Customers to Respond to You and Your Product

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Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers. In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes.
* Find out how to use direct response to create a "self-funding "marketing campaign * Learn the techniques to building offers that will get people to respond to your products * Use "high touch" direct response marketing to build brand equity and drive sales at retail * Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands * Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
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Product details

  • Hardback | 240 pages
  • 165 x 237 x 19mm | 512g
  • John Wiley & Sons Ltd
  • Chichester, United Kingdom
  • English
  • 1. Auflage
  • 0470888016
  • 9780470888018
  • 1,068,049

Flap copy

The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man--Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.



But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes--and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena--and brought a new era of growth and profitability to the organization.



Buy Now lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to:



Target a customer base that continually expands and grows



Create a USP, or Unique Selling Proposition, that pushes your product ahead of the competition



Use compelling messaging that speaks to the unique needs of your customers



With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
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Back cover copy

The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man--Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.

But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes--and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena--and brought a new era of growth and profitability to the organization.

Buy Now lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to: Target a customer base that continually expands and grows Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition Use compelling messaging that speaks to the unique needs of your customers

With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
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Table of contents

Prologue: The Secret to Our Success. CHAPTER 1 Why "Buy Now"? The Direct Response Solution. Carnival Beginnings. Why Direct Response? Liar, Liar, Pants on Fire. CHAPTER 2 The Geeks Inherit the Earth. Why Is Direct Response a Great Value? Why Doesn t Everyone Try Direct Response? What Is a Brand and Why Do I Need One? CHAPTER 3 They Don t Teach This in College: Rick s Story. The Pitch. My Story. From Real Estate to Infomercials. How to Make a Million. CHAPTER 4 Juicing for Dollars. The Power of PR. Live Seminars. CHAPTER 5 Building the Juiceman(R) Brand. Explosive Growth. Retail Strategy. CHAPTER 6 Expanding the Brand: The Breadman(R). Validating "the Model". Selling the Business. CHAPTER 7 Sonicare(R): The $150 Toothbrush. Problem/Solution. Credibility: The Key to a Successful Infomercial. Rolling Out a Campaign. CHAPTER 8 The Biggest Knockout in History. How a Champion Boxer and a Failed Taco Maker Created Sizzling Success. The Price of Celebrity. Grilling Up Some Big Numbers. CHAPTER 9 OxiClean(R): "Powered by the Air You Breathe, Activated by the Water You Drink. The Ubiquitous Billy Mays. The Rise of OxiClean. Unique Packaging Strategy. CHAPTER 10 The Customer Is No Dummy. Positioning Your Product: The Next Niche. Get to Your Unique Selling Proposition. CHAPTER 11 Channel Explosion: The Next Paradigm Shift. Direct Demographic Media Messaging. Messaging versus Demographic. What Are You Going to Grow Today? The Intersection of the Internet. CHAPTER 12 Free Advertising? Is My Idea Direct-Response Worthy? Why Are the COGs So Important? Long Form or Short Form? That Is the Question. CHAPTER 13 Anatomy of an Infomercial. Show Styles or Formats. Long-Form Elements. Show Outline. CHAPTER 14 Offer Is King. Why Is Everything Priced at $19.95 and $39.95? How Do Long Form and Short Form Work Together? CHAPTER 15 Beyond Television: Integrating Radio, Web Advertising, and More. Online Marketing Is Direct Response. The Backend of Direct Response. CHAPTER 16 Conclusion. Brass Tacks: What Does This Cost? Index.
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About Rick Cesari

Rick Cesari was the first person to use an infomercial to build a national brand name (Juiceman(R)) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo(R), as well as Fortune 500 clients Microsoft and Clorox(R). He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services. Ron Lynch has been the creative mind behind many successful direct-response campaigns including BackJoy(R) Orthotics, the Total Trolley, Light Relief(R), the FlavorWave Oven(R), and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.
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20 ratings
4 out of 5 stars
5 40% (8)
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3 5% (1)
2 10% (2)
1 5% (1)
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