Winning the Customer Turn Consumers into Fans and Get Them to Spend More

ISBN-10: 0071775269
ISBN-13: 9780071775267
Edition: 2012
Authors: Lou Imbriano
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Book details

List price: $19.99
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 10/1/2011
Binding: Hardcover
Pages: 240
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 1.100
Language: English

Lou Imbriano, the Vice President and Chief Marketing Officer of the New England Patriots football team from 1997-2006, is President and CEO of TrinityOne, a marketing company specializing in creating strategy for corporations to maximize revenue generation through building customer relationships and becoming custodians of the brand. Formerly a radio and TV producer, he has appeared on numerous local Boston radio and television programs. Lou has been profiled on Forbes.com as one of its “Names You Need to Know” and has written multiple columns for the Sports Business Journal. Lou, who teaches sports marketing at Boston College, is based in Boston, MA. Visit Lou at www.louimbriano.com. Elizabeth King, a professional writer and test preparation educator, is author of Outsmarting the SAT. She lives in New York City.

Acknowledgments
Introduction
The Marketing Playbook: Marketing Operations are your foundation
Transactional Versus Relationship Marketing Model
Designing a Business Operations Model Built for Revenue
Changing How We Thought about Teamwork
Don't Cover Up the Weak Spots
Management: Reinforcing and Defining Roles
Defining Your Structure
Putting People in Position to Win
Key System Elements
How to Thrive in a Structure as an Employee
Put the CMO in Charge of Both Sales and Marketing
Think Like a Structured CMO Even If You're a Team of One
Creating Connection Across Departments: Custodians of the Brand
Going Beyond Reception
Consumer Affinity: Making Fans of your customers
Creating Fans
Identifying Fans of Your Company
The Rings of Fan Avidity
Moving Fans to the Inner Rings
Promotions that Move People Through the Rings
Simple, Creative, and Dominating
Little Bit of Time, Big Impact
Promotions foe Different Ps
Shock and Awe
Final Thoughts
Building Revenue-Generating Extentions
The Three-tier customer model
Getting Started: Organizing Your Tiers
The First Tier: Your Season Ticket Holders
The Third Tier: The Corporate Sponsors
The Second Tier: Club Seats
Initial efforts: How building a new stadium revolutionized our marketing
Never Close the Opportunity for Further Revenue
Identifying and Creating Tiers at Your Company
The Birth of the Revenue-Generating Extension
Revenue-generating extensions
Don't Forget the Customer Service
Making it your own
Final Thoughts
Relationship architecture: Building remarkable business relationships
Delivers
D: Dedication
Your Individual Business Brand
Saying No Can Be a Positive
E: Energy
Positive Energy Evokes a Positive Response
Find Your Trigger
L: Loyalty
The Independent Problem Solver
I: Invest
V: Vision
E: Engage and Entertain
R: Responsibility
s: Sacrifice
Relationship Architecture is a Discipline
The Ten Commandments of Relationship Building
The Art of the Icebreaker
It Takes Only One Change in a Process to Make a Difference
Controlling the Process
The ten commandments of organizing a business relationship
Thou Shouldst Always Review the Business card of Anyone You Meet
Create a File and a System to Capture Information about the Relationship
Follow Up with Any Person You Meet
Honor Your Relationship and Gather Information
Thou Shalt Not Stop Here
Send Periodic Notes to Keep Communication Flowing
Surprise People by Remembering Something That Is Very Important to Them
Invite People to an Event That You Can Attend Together
See That What You Do Delivers to the Relationship
Repeat Commandments 6 through 9 on a Consistent Basis
Creating Memorable Moments
Memorable moments
Magnitude or Attitude?
The Bow
Finding the Bow and Tying It Perfectly
It's All about the Execution
The Hunt for the Perfect Bow
Groups: Exponentially Magnified Relationships
Relationships Equal Revenue
Your network, not your net worth
The revenue game: Converting Relationships into revenue
Build, don't sell
Stop selling
Keep the Contract in the Drawer
Forgoing the short-term sale
Listen and Solve
Always be creating
Closing Isn't Selling
Cold Calling
Seven deadly sins of sales and marketing
Greed
Gluttony
Envy
Sloth
Pride
Lust
Wrath
Revenue generation: The new business funnel
The nine steps of the new business funnel
Prospecting
Research
Identify Your Target List (Short List)
Relationship Architecture
Needs Analysis
Create a Pertinent Program
Pitch the Concept
Exchange Ideas to Get to the Close
Close/Dead
Creating and generating
Don't spike the ball on the five-yard line
The five factors of drive
Direction
Desire
Discipline
Determination
Destination
Sometimes you just have to suck it up
Giving up is not part of the plan
Quit
Stay the Course
Adapt and Overcome
Don't be a doormat
When the dust settles: the tasmanian devil effect
There's a price for everything
Afterword
Index

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