Noted ad agency founders Stan Rapp and Thomas L. Collins are the originators of MaxiMarketing. Their three best-selling books on the MaxiMarketing concept, which have been translated into a dozen languages, have sold more than 300,000 copies worldwide.
Now, in their latest book, Rapp and Collins have examined the marketing successes of 20 advertisers around the world/ and have identified, extracted, and described 67 keys to the advertisers' astonishing gains in sales and market share.
All of these insights have been boiled down to their own "outrageously simple" essence, so that each idea can be adapted to entirely different marketing situations.
In the first part of the book, each idea is presented on its own page as a bite-sized "commandment," followed by a broader definition and a discussion of how the idea was used.
Part 2 offers more in-depth examinations with each idea cross-referenced to an extended case history. Here you will read about the marketing breakthroughs of such corporate giants as Shiseido, Mead-Johnson, and H. J. Heinz as well as small businesses such as the Philip Murphy chain of liquor stores in Australia and Grassfield's menswear store in Denver. You will see exactly how Ansett NZ Airline got 80 percent of the members of their frequent-flyer club to pay a $300 renewal fee by sending them one white sock. And many other successful tactics and strategies.
The 67 "starter" ideas in this book will undoubtedly spark still more ideas that may result in that big breakthrough every marketer is always looking for.