Formula Marketing
Success Made Simple
by
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A marketing formula is precise. It is coordinated. It has no emotion. It has a defined cost. It is a science project with defined objectives, a control group, a hypothesis, carefully recorded results, and an outcome. Successful marketing must have a formula. In order to lay the foundation of your marketing formula, you will need to have the following in place: • Designated Marketing Person or People • Marketing Plan (aligned with the corporate image & objectives) • Marketing Calendar (developed to execute the plan consistently) • Marketing Budget (based on the calendar and selected tactics) • Corporate Consensus (to follow the marketing plan consistently) • Metrics (to track the effectiveness of the Marketing Plan) • Assessment (to make adjustments as dictated by the metrics) Does this sound complicated? Let me assure you that formula marketing is simple to learn, and easy to implement. This guide will show you how to write your marketing formula. And once your marketing formula is written, you will just need to adjust it, test it, and maintain it. The crazy days of flying by the seat of your pants, trying hundreds of different things with the same unpredictable results will be over. Formula marketing is like setting up a bank account and creating the secret code for your ATM card. When you slide your ATM card through the slot, punch in your code and press the correct buttons, a specific amount of money comes out. That’s formula marketing. And mastering formula marketing is the mission of this book.
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What the marketing experts are saying about
“What a refreshing marketing book! Formula Marketing brings business reality and responsibility back to the profession of marketing, while demystifying how to measure performance and provide bottom-line growth to any company.” —James Hedgecock, Vice President of Business Development, Dimension One Spas
“Formula Marketing takes the proven marketing practices used at major corporations and reduces them to a simple formula that works for everyone. This book is a cross between a tried-and-true instruction manual and a letter of encouragement from a friend.”
—Lisa Fine, formerly International Vice President of Marketing, Expense Reduction Analysts; Vice President of Marketing Services, Washington Mutual Card Services; and Director of e-Visa Marketing, VISA USA “This book is a must read for marketers looking to deliver real results to their organization. Wilkey really gets the ROI and gives you a pathway to deliver it.” —Marques McCammon, Chief Marketing Offi cer, nbspnbspnbspnbspnbspnbspnbspnbspnbspAptera Motors “Formula Marketing gives you the basic tools to create a successful marketing plan.” nbspnbspnbspnbsp—Mike Matey, VP Marketing, QuiksilverAbout the Author
David Wilkey has been a marketing student for over 25 years. He has served as a senior marketing executive for a diverse group of companies, has owned a direct mail advertising company, and has several years of hands-on experience in implementing marketing campaigns for nationally recognized brands. His marketing studies began at the University of Southern California and continue today as a senior marketing consultant for Cordius Group, a commercial print and marketing company. Wilkey is also the owner of InSource Consulting, a marketing consulting firm, and NewSource Communications, an Internet social networking company.