How to Sell More Stuff! : Promotional Marketing That Really Works

Rating:
Summary: Almanac for Promotional Marketers
Review:
I can't imagine many people will read this outstanding book cover to cover, like they'd read a book at the beach. That's because it contains so much reference material. It has almanac qualities: it's a compendium of tables, checklists, and laundry lists...of very useful information.

Instead of reading it straight through myself, I've been living with the book for the last two weeks. I've picked the chapters I've wanted to read in full (and read them), and used various other sections as needed. In that time, the book's become sort of a right-hand office assistant.

The style of the book is arresting - in a good way. Steve Smith and Don Schultz view the subject of sales promotion differently, and it shows. Professor Schultz leads off the chapters with "some relevant research, basic concepts, and the like." Then Mr. Smith gives his practical, `real world' perspective. Sometimes the opening train of thought flows smoothly to the next; other times it does not. But the content is always complementary, not contradictory, and, by the time you've read a chapter you feel you've got a nice grasp of the subject.

I particularly like Mr. Smith's style. He has an easy way of addressing the pertinent aspects of running promotions, and he gets straight to the insightful parts without a lot of wasted words. (You can even read his sections back to front, I discovered!)

When he's not delivering chunks of insight, he's classifying, organizing, and providing checklists - putting the whole world of sales promotions and employee incentive (performance) programs in perspective. For a new marketer like me, I feel I've been given the best foundation imaginable.

Each author has clearly enjoyed his respective career working with sales promotions. I was reminded over and over while reading how fun and interesting it is, the challenge of finding, creating and offering things valuable enough to other people to move one's own organization forward. Thanks to both of them for their enthusiasm.

Keeler Cox
Sharon, PA


Rating:
Summary: Expert promotional guidance
Review: I have been in the marketing business for years and you can never know enough. Unfortunately, most of the literature out there is either academic in nature or light industry news - nothing you can actually apply to your business. This book is the exception. Finally, here's a complete reference and how-to manual, breaking down every promotional tactic and describing how to evaluate, budget, plan and implement. The index alone is a brainstorm starter. Other marketing areas like advertising, PR and direct have excellent how-to books. Now promotional marketing has one and I find myself visiting this book frequently for expert guidance.