Building Buzz to Beat the Big Boys: Word of Mouth Marketing for Small Businesses | 
 enlarge | Authors: Steve O'leary, Kim Sheehan
Publisher: Praeger Publishers
Category: Book
List Price: $39.95
Buy New: $31.00
You Save: $8.95 (22%)
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Avg. Customer Rating:  9 reviews
Sales Rank: 85968
Media: Hardcover
Number Of Items: 1
Pages: 200
Shipping Weight (lbs): 1
Dimensions (in): 9.3 x 6.2 x 0.9
ISBN: 0313345988
Dewey Decimal Number: 658.872
EAN: 9780313345982
ASIN: 0313345988
Publication Date: March 30, 2008
Availability: Usually ships in 1-2 business days
Condition: Brand-new and unread! ~ In bright, tight, pristine condition, complete with dust jacket! ~ Ready to ship at once, and packed with tender loving care
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Product Description
Thousands of small, retail stores open every year, but 70 to 80 percent of them close within five years. Many are done in by the "big box" and Internet retailers who crush competition with low prices and convenience. But smaller retail stores and service providers have distinct competitive advantages: They are local. They can connect on a personal level with customers in a way the big guys can't. And they can add immense value to the customer experience. To capitalize on these advantages, marketing experts Steve O'Leary and Kim Sheehan offer dozens of inexpensive "Word of Mouth" marketing methods small businesses can use right away. Done well, these efforts will help smaller merchants do more than survive--they'll prosper. For independent retailers to succeed, it is no longer enough to create a loyal customer base. Local store marketers need to put their loyal customers to work, encouraging them to talk about the store to their friends, family members, and others in their social networks. When they do, the result is Word of Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become even more loyal and help attract new customers. Besides learning how to leverage the power of word of mouth marketing, readers will learn: -How to understand their customers better. -How to increase customer loyalty to their store. -How to communicate with customers to maintain loyalty. -How to encourage loyal customers to talk to others about their store. -How to create a customer community, both in the store and on line. -How to measure results. The book also includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readers generate their own successful buzz marketing plans. Most resources available today on buzz marketing focus on techniques for large companies and online retailers. This book offers something priceless for the little guy by showing ways to increase loyalty and gain new customers.
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| Customer Reviews: Read 4 more reviews...
Building Buzz to Beat the Big Boys July 10, 2008
This is 21st Century marketing; a must read for all small business owners who are battling the Big Boys - that's all of us. Steve O'Leary and Kim Sheehan walk you through the process of identifying your customers, and establishing, growing and supporting your virtual customer community.
For store owners who are tired of paying for coupons that just discount your price to your regular customers, who are sick of the high cost and low results of radio, television and newspapers, and who want to understand and implement a marketing concept that will yield tangible results, this is where you start.
Best Marketing Book for a Small Business June 1, 2008
This book takes you step by step through the stages of building, implementing and measuring the results of a marketing plan that leverages the strengths that a small business has. It is full of real world advice to overcome the resources that large companies have and get the customers in YOUR door. This book does an excellent job of describing where the future of marketing for a small business is going. Read it and get ahead of everyone else!
A Real Affinity for Affinity Marketing! May 30, 2008
A must-have guidebook for retail-based businesses! O'Leary and Sheehan will teach you how to find out who your customers are, then teach you how to not only keep them as satisfied customers, but turn them into "evangelists" for your brand/business -- and they do it in an easy-to-understand, entertaining manner. A great read!
Great resource guide May 29, 2008
There are tons of great ideas for any sized business in this book. If you use just one idea, it will be well worth the price. I would highly recommend this book to anyone who wants to grow their business.
 A Must Read for Retailers May 23, 2008
What do you get when you combine an experienced retail advertising expert and a journalism professor? One of the best "how to"s on successful business building ideas for retail businesses of all sizes. They have written a comprehensive guide, filled with a virtual plethora of proven marketing programs and ideas for retailers. This is a book that a successful retailer will keep on hand, and refer back to on a regular basis - if they want to succeed!
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