Foreword by Matt Furey.
Making Promotional Products Work for You.
Benefits of Promotional Product Marketing.
Ready to Get Started?
CHAPTER 1 The Potency of Promotional Products.
Your Customers Need You.
Psychology of Promotion.
CHAPTER 2 Your Marketing Plan.
Action Plan and Budget.
CHAPTER 3 Advertising.
Web Site Marketing.
CHAPTER 4 Trade Show Marketing.
Maximizing Trade Shows with Promotional Products.
Phases of Trade Show Marketing.
Before the Show.
At the Show.
After the Show.
CHAPTER 5 Sales Promotion.
Developing Tactics to Meet Objectives.
Putting the Promotion into Action.
Increasing Response Rates and Expenditure.
Types of Sales Promotions.
Reward the Promoters of the Promotion.
CHAPTER 6 Public Relations.
Promotional Products and Public Relations.
Public Relations Programs.
Sample Press Releases.
CHAPTER 7 Human Resources.
Psychology of Motivation.
Motivation and Morale.
CHAPTER 8 Tap into the Power.
CHAPTER 9 Silent Salesmen Workbook.
The New Reality.
Focus on the Future.
Seven Emotional Appeals That Stimulate Action.
Identify Your Target Market.
Identify and Analyze Your Competition.
Entice Your Prospects to Contact You.
Identifying Your Unique Comparative Advantage.
Getting More New Customers.
CHAPTER 10 Million-Dollar Case Studies.
Trash Can Mailer.
Newsletter Article Promotion.
Sweet Mailer Program.
Sample Carpet Cleaning Promotion.
Sample Dentist Program.
Sample Realtor Program.
Sample Insurance Sequential Mailers.
Glossary of Useful Terms.
Trade Show Exhibits.