Читать книгу Oversubscribed - Daniel Priestley - Страница 2
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1 COVER
3 PART I: PRINCIPLES FOR BECOMING OVERSUBSCRIBED PRINCIPLE 1: ONLY OVERSUBSCRIBED BUSINESSES MAKE A PROFIT YOU ONLY NEED TWO BIDDERSG SOME PEOPLE MISS OUT PROFITS, LOSSES OR WAGES? PRINCIPLE 2: THE ONLY PEOPLE THAT MATTER ARE YOUR PEOPLE CREATE YOUR OWN MARKET YOU DON'T NEED EVERYONE FAMOUS FOR A FEW PRINCIPLE 3: FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES DON'T RUSH PEOPLE DRIVER NUMBER ONE – INNOVATION DRIVER NUMBER TWO – RELATIONSHIP DRIVER NUMBER THREE – CONVENIENCE DRIVER NUMBER FOUR – PRICE PRINCIPLE 4: PEOPLE BUY WHEN THE CONDITIONS ARE RIGHT YOU CREATE THE CONDITIONS PEOPLE DON'T BUY WHAT OTHERS WANT TO SELL, THEY BUY WHAT OTHERS WANT TO BUY PEOPLE OFTEN JUDGE THE PRODUCT BY THE PEOPLE BUYING IT PEOPLE DON'T BUY WHAT THEY NEED, THEY BUY WHAT THEY WANT PRINCIPLE 5: BE DIFFERENT AND SET YOUR OWN RULES THE POWER OF PHILOSOPHY IT'S OK TO FAIL IT'S OK TO SAY NO IT'S OK TO MAKE PEOPLE WAIT IT'S OK TO BE CONTRARIAN PRINCIPLE 6: VALUE IS CREATED IN THE ECOSYSTEM NOTHING WORKS ON ITS OWN GIVE AWAY IDEAS, CHARGE FOR IMPLEMENTATION IT'S EASIER TO CLIMB SMALL STAIRS THAN TO JUMP BIG WALLS INNOVATE THE ECOSYSTEM, NOT THE WINNING FORMULA PRINCIPLE 7: MEET PEOPLE WHERE THEY ARE, SPEAK TO THEM IN THEIR LANGUAGE MORE DATA, MORE SALES HYPER‐TARGETING IS YOUR MARKETING GOAL DATA IS THE LIFEBLOOD OF MARKETING DATA CREATES LOVE PEOPLE DON'T SPEND BIG MONEY TO SOLVE SMALL PROBLEMS ALL PEOPLE HAVE THEIR OWN SET OF VALUES PRINCIPLE 8: NOTHING BEATS BEING POSITIVELY REMARKABLE REPLACE YOUR MARKETING BUDGET WITH A REMARKABLE BUDGET THE KEY TO MAKING MONEY MIGHT BE NOT MAKING MONEY BUILD A REMARKABLY TRUSTED PERSONAL BRAND YOU ARE WHO GOOGLE SAYS YOU ARE
4 PART II: THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY THINKING LIKE A CAMPAIGN‐DRIVEN ENTERPRISE THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD SIX STEPS TO CREATING OVERSUBSCRIBED CAMPAIGNS PHASE 1: CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT'S FOR AND WHEN YOU CAN DELIVER IT IT BEGINS WITH A HAPPY CUSTOMER WHO'S YOUR MARKET? CLIENTS VERSUS CUSTOMERS GETTING A GRIP ON REALITY THE REAL NUMBER YOUR SCHEDULE FOR BECOMING OVERSUBSCRIBED CREATE A CAMPAIGN THEME CREATE A CAMPAIGN TIME LINE PHASE 2: BUILD‐UP: WARMING UP THE MARKET WHILE SENDING AND COLLECTING SIGNALS THE POWER OF SIGNALLING DON'T ASK FOR THE SALE – ASK FOR THE SIGNAL THE BIG FIVE FOR LEAD GENERATION THINK MOBILE AND MEDIA ASSETS FIRST EDUCATE AND ENTERTAIN “7‐11‐4”ING BUILDS DESIRE BRAINS DON'T KNOW IT'S DIGITAL MARKET PRODUCTS‐FOR‐PROSPECTS NAMING YOUR TERMS DON'T TAKE YOUR FOOT OFF THE ACCELERATOR PHASE 3: OVERSUBSCRIBED RELEASE: COMMUNICATING DEMAND AND SUPPLY TENSION BEFORE ALLOWING PEOPLE TO BUY MEASURING INTEREST SUFFICIENTLY OVERSUBSCRIBE YOUR CAPACITY TRANSPARENCY THERE'S ONE OF ME AND LOTS OF YOU THE CLIENT SELECTION PROCESS MANAGING ENERGY PHASE 4: SALES FOLLOW‐THROUGH: PROACTIVELY FOLLOW UP WITH PROSPECTS TO MAXIMISE THE EFFECTIVENESS OF YOUR CAMPAIGN SALES CONVERSATIONS VERSUS CHIT‐CHATS THERE'S A RHYTHM TO SUCCESSFUL SALES THERE'S A STRUCTURE TO SUCCESSFUL SALES CONVERSATIONS SALES IS A PROFESSION AVOID ABS BRAKING WITH‐OR‐WITHOUT YOU ENERGY POSITIVELY REMARKABLE DELIVERY THE REMARKABLE AUDIT ENERGY UP, DOWN OR SIDEWAYS SET YOUR TARGETS AND STAY FIRM YOU'RE ALSO AN IT BUSINESS YOU'RE ALSO A MEDIA BUSINESS EXPERIENCE IS RELATIVE TO PRICE PHASE 5: CELEBRATE AND INNOVATE TELL YOUR STORIES SO MANY GREAT HIDDEN STORIES THE TRUTH IS IN THE RESULTS THE DEBRIEF TIME TO PARTY AND REST GET READY FOR THE NEXT CAMPAIGN
5 PART III: YOU, YOUR TEAM AND THE TIMES WE LIVE IN GET READY TO SURF THE WAVES STRUGGLE, LIFESTYLE OR PERFORMANCE? THE CAMPAIGN‐DRIVEN ENTERPRISE TEAM WHEN TO RECRUIT YOUR TEAM THE CORE ROLES OF YOUR CAMPAIGN DRIVEN ENTERPRISE TEAM CREATING CULTURE FROM THE BEGINNING YOU'RE READY; LET'S GO! CAMPAIGNING FOR CHANGE ONE LAST THING: THE CHAPTER I WRESTLED WITH
8 INDEX
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