Introduction 1 About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 4 Where to Go from Here 4 Part 1: Marketing in a Consumer-Driven World 5 Chapter 1: Understanding Consumers Today and What Matters Most 7 Coming to Terms with the State of the Consumer Mind 9 Addressing the Generation Gaps 9 Creating Trust Equity among Today''s Consumers 12 Defining a common purpose 13 Building relationships with customers 15 Improving Customer Experiences for Sustainability 16 Guiding the decision process with customer experience planning 17 Creating powerful experiences beyond the sales process 18 Pushing Boundaries with Guerilla Marketing 20 The Fun Theory 21 Other guerilla marketing examples 22 Guerilla marketing and community building 23 Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25 The Unconscious Mind: The Real Driver of Consumer Choice 26 The influence of schemas and the unconscious mind 26 The conscious and unconscious minds often disagree 27 Psychological Drivers That Drive Sales 29 Neurotransmitters and how they affect choice 29 Moving from USPs to ESPs 31 Rewards versus loss 32 Survival insticts 32 Understanding the basics of human psychology 33 Aligning with Powerful Social Influencers 35 Authority 36 Social proof 36 Reciprocity 37 Scarcity 38 Appealing to Consumers'' Happiness and Purpose 39 Putting It All Together 42 Chapter 3: Laying a Foundation for Growth 45 Measuring the Growth Rate of Your Market 46 Responding to a Flat or Shrinking Market 47 Finding Your Best Growth Strategies 48 Go to market 49 Grow what you have for higher profitability 50 Growing a Market Segmentation Strategy 54 Customer segments 55 Niche marketing 56 Developing a Market Share Strategy 56 Define your metrics 56 Establish a benchmark 56 Do the math 58 Designing a Positioning Strategy 58 Envisioning your position: An exercise in observation and creativity 59 Aligning your positioning strategy with growth initiatives 59 Growth Hacking to Build Leads and Market Share 60 Search 60 Build links 61 Fish for emails 61 Try tripwires 61 Hire a growth hacker 62 Selling Innovative Products 62 Part 2: Building a Strategy for LTV and ROI 63 Chapter 4: Researching Your Customers, Competitors, and Industry 65 Knowing When and Why to Do Research 66 Monitoring social chatter to better understand your customers 66 Following thought leaders to get current with reality 69 Researching to discover what really drives your customers 71 Asking questions that get valid results 73 Checking Out Net Promoter Scores and How to Find Yours 75 Asking Really Good Questions on Surveys 76 Writing ESP Surveys 78 Paying Wisely for Market Research 80 Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81 Observe your customers 82 Do competitive research 83 Harness the power of one-question surveys 84 Establish a trend report 85 Probe your customer records 86 Test your marketing materials 86 Interview defectors 87 Create custom web analytics 87 Riding a Rising Tide with Demographics 88 Chapter 5: Creating a Winning Marketing Plan 89 The Marketing Plan Components You Need 90 First, the basics 90 Now a bit more complex concepts 91 And now some even bigger questions 92 Addressing the Four Ps 92 Conducting a SWOT Analysis 93 Focusing on Functional Alternatives 95 Why Collaboration Matters So Much 96 Teaming up on CSR 97 Building kinship, not just relationships 98 Expanding Your Target 100 Monitoring and reacting to trends 101 Developing the customer experience 101 Creating a Working Marketing Plan 102 Mapping Out Your Action Steps 104 Step 1: Complete a situational analysis/summary 104 Step 2: Establish your benchmark 104 Step 3: Define your goals 105 Step 4: Take note of lessons learned 105 Step 5: Outline your strategy 105 Step 6: Commit to action items 106 Step 7: Build learning plans 107 Keeping It Real: Do''s and Don''ts of Planning 108 Don''t ignore the details 108 Don''t get stuck in the past 108 Don''t try to break norms 108 Don''t engage in unnecessary spending 109 Do set reasonable boundaries 109 Do break down your plan into simple subplans 109 Preparing for Economic Influences 110 Budgeting Your Game 111 Managing Your Marketing Program 113 Projecting Expenses and Revenues 113 Buildup forecasts 114 Indicator forecasts 115 Multiple-scenario forecasts 115 Time-period forecasts 116 Creating Your Controls 116 Chapter 6: Content Marketing and Marketing Content 117 An Overview of Content Marketing 118 Creating content that delivers 120 Channeling your content 121 Creating a Credible Content Marketing Plan 122 Taking Advantage of User-Generated Content 125 Flipping to Marketing Content 126 Content Marketing Writing Tips for Better Results 128 Try the inverted pyramid 128 Toss out some click bait 129 Give ads greater stopping and sticking power 131 Be consistent 132 Be as persuasive as possible 133 Be professional 134 Part 3: Creating an Omni-Channel Plan 137 Chapter 7: Creative That Engages the Mind 139 Creating Compelling Creative 140 Conducting a creativity audit 140 Changing (almost) everything 141 Applying Your Creativity 142 Building your creative strategy 143 Color your creative psychologically 144 Words, copy, and click bait 147 Writing a Creative Brief 149 Goals 149 Promise and offer 149 Support statement 150 Tone or persona statement 150 Emotional drivers 150 Wannabe profiles 151 Color palette 151 Golden triangle pattern 151 Constraints 151 Execution 152 Applying Creativity to Branding and Much More 153 Creativity and product development 153 Creativity and branding 154 Simple ways to spark new ideas 156 Making creativity a group activity 157 Managing the creative process 161 Elevating your creative thinking 163 Chapter 8: Digital Tools and Tactics That Work 165 Exploring Digital Channels You Can''t Ignore 167 Using Facebook for Engagement That Builds Sales 167 Developing a successful Facebook plan 169 Creating content that gets response, dialogue, and leads 172 Advertising on Facebook 173 Building Your Twitter Presence 174 Igniting Your Social Presence on Instagram 175 Expanding Your Network through LinkedIn 175 Groups 176 Engagement 177 Promoting Your Brand with Pinterest 177 Discovering Digital Tools That Drive Brands 178 Podcasts 179 Webinars 181 Videos 183 Online review sites 186 Fun and games work, too 187 Advertising on the Web 189 Search-term marketing 189 Google AdWords for ads as text, banners, and more 190 Getting the most out of each format 191 Using Automated Customization to Work Smarter and Faster 192 Chapter 9: Using Print in a Digital World 195 Creating Printed Marketing Materials 197 Exploring elements of successful print materials 197 Designing print materials that capture attention and sales 198 Working with a professional designer 199 Using online sources for design services 201 Doing the design on your own 201 Figuring out why fonts matter 202 Using flow for engagement and clarity 206 Producing Effective and Efficient Print Collateral 207 Designing fliers for grounded results 207 Developing brochures and self-mailers with specific marketing goals 208 Drafting an effective layout for your print brochure 209 Placing Print Ads That Generate Leads 210 Cheap but powerful publications 212 Ad size 214 Ad impact 215 Part 4: Powerful Ways to Engage for LTV and ROI 217 Chapter 10: Going Direct with Data, Personalization, and Sales 219 Understanding the Metrics of Direct Marketing 220 The Basics of Direct Marketing 222 Getting direct about direct marketing 224 The more you do, the more you get 225 Digging Deeper into Data 225 Using a CRM system 226 Putting DMPs and DSPs together for ROI 228 Creating Direct Campaigns for Direct Profitability 231 Messaging matters 231 Outside matters 232 Actions that matter 233 Mailing tips 234 Purchasing lists 235 Going Direct with Email 237 Triggered email 239 Personalized email 240 Testing direct 241 Maximizing direct response online 243 Integrating Call and Chat Centers 244 Making use of phone time 245 Capturing useful information about each caller 245 Telemarketing: To call or not 245 Chapter 11: Building a Website That Engages and Sells 247 Creating and Managing a We.