From the Inside Flap
To attain and sustain success in today's dynamic business environment, it's no longer enough to be good at just one type of marketing. While you may already be making money using just one marketing channel, expanding into additional channelsespecially the Internetwill help you attract prospective customers and increase your company's potential revenue. The fact is, if you're only using one channel, you're likely leaving millions of dollars on the table and in danger of losing the customers you already have.
Authors Michael Masterson and MaryEllen Tribby understand the importance of multi-channel marketing. Through their combined fifty-nine years of firsthand business experiencesworking with companies such as Agora Inc. and their Early to Rise e-newsletter, as well as other distinct productsthey know what it takes to increase business success. And now, with Changing the Channel, they share their invaluable insights with you.
Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channelsexplaining how each one works and addressing the challenges you might face should you choose to use them. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.
Once you gain a firm understanding of what these channels are all about, you'll discover how to create successful marketing campaigns with them and learn how to analyze test results to optimize their effectiveness. Along the way, Masterson and Tribby offer you some smart ways to track customer buying habits with a database that covers all marketing channels, and help you avoid the temptation of trying to sell your customers every time you contact thema mistake that could hurt you in the long run.
If you're ready to grow your company, your customer base, and your profits, adopting a multi-channel approach to marketing today will guarantee success tomorrow. And with this book as your guide, you'll quickly discover how marketing your ideas, services, or products across multiple channels can help develop and deepen customer relationships as well as improve your bottom line.
From the Back Cover
Praise for Changing the Channel
"Changing the Channel is a valuable ally for any business owner willing to go beyond the 'same old' marketing in their industry. Tribby and Masterson draw on their own experience at Agora, one of the direct marketing giants of our age, to show you not only what to do, but how to do it. They combine timeless principles with the latest technology and media to give you dozens of strategies to increase your bottom line. Get yourself a copy of Changing the Channel, a quiet corner, and a couple of highlighters—you'll discover dozens of simple actions you can take to grow your business beyond what you thought possible."
—Howie Jacobson, PhD, author of AdWords For Dummies
"I just finished reading Changing the Channel, and all I can say is WOW! As a thought leader in Internet marketing, I read four to five books a week, and Michael and MaryEllen's book stands way above all the others. Why? Because it's the only book I've ever come across with an easy-to-understand, yet comprehensive approach to leverage both offline and online channels (a combination that is often confusing, even to the most celebrated marketing gurus). This book is a must-read for anyone and everyone who has anything to do with marketing that must deliver real results to the bottom line."
—Rich Schefren, CEO, Strategic Profits
"If I'd only had and followed the advice in this incredible book years ago, it could have cut short my own and my clients' paths to success both online and offline. What Michael and MaryEllen have done here is to crystallize decades of classic marketing and online wisdom and experience into a practical, easy-to-repeat formula that anyone in business—from a small startup to a large corporation—can follow and produce and measure their results. I'm going to suggest to every businessperson and marketer I know that they must read and apply these timeless tips immediately to their own business. An excellent book that inspires action. Applying the principles in the final chapter alone is enough to revolutionize any online business."
—David Cross, Senior Internet Consultant, Agora Publishing
"If you want to put your business on the fast track, Changing the Channel is a must-read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In Changing the Channel, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. Changing the Channel is a must-read for all entrepreneurs."
—Lou Betancourt, Publisher, StreetAuthority.com