“This book is filled with brilliant insights and specific ‘how to’ directives for a company of any size to facilitate brainstorming and create successful marketing strategies! Marketing executives can take control of their brand’s destiny with a plan of action that removes the mystery (and intimidation) out of the creative process. How refreshing!”
—Paula Giambalvo Rosario, Vice President of Consumer Marketing, Cotton Incorporated
“How much is a good idea worth to you? Take whatever dollar figure you came up with, subtract $19, and you now have your net profit from reading Gerry’s and Sally’s new book. And that’s a conservative estimate, because Creating Demand
will probably help you generate dozens of good ideas. I can’t imagine a better or more timely investment.”
—Andy Goodman, Director, The Goodman Center
"It's worth the money when a business book gives me one idea I can use. Tabio and Beamer not only gave me pages of them—they showed me how to make more!"
—Steve Stockman, President, Custom Productions;
Director, Writer, and Producer; Pacific Palisades, CA
Everyone knows the importance of good marketing, but few companies consistently create successful campaigns. Spending marketing dollars wisely, especially now when the economy is in a downturn, is more important than ever.
Based on over forty years of combined marketing experience, consultants Sally Beamer and Gerardo Tabío will teach you a solid marketing strategy to develop innovative ideas targeted to the interests and wants of your customers. Using a methodology that they have honed with both large corporations—like Coca Cola, Volkswagen, and Wendy’s—and small, locally owned businesses, such as car dealerships, jewelry stores, and radio stations, the authors guide you step by step to create a marketing plan that will produce positive, measurable results.
From their wealth of experience, Beamer and Tabío use many entertaining and enlightening anecdotes so that you can immediately understand and implement their advice. Their simple formula allows you to quickly generate a lengthy list of diverse, novel, and relevant ideas, while holding to a high standard. Then you will learn how to troubleshoot and refine this list to find the best ideas to reach your target customers and add to the bottom line.
Using the ingenious approach taught in this book, companies both large and small will be able to develop customized, novel ideas that meet specific marketing objectives and vastly improve the likelihood of a campaign’s success.Binding:
More praise for Creating Demand
"As the world of marketing has evolved, these two experts center on the most important ingredient -- 'the idea.' But 'THE' idea is the hardest part of the competitive advantage for any product. Throughout this book Tabío and Beamer understand the discipline of creating the idea, the steps to implement it, and achieving the final result of success. Over the years their involvement has attained greatness for many companies—our Goodwill included!"
—Catherine Meloy, President/CEO
Goodwill of Greater Washington
"Finally—a book that makes the connection between concepts with behaviors and in doing so outlines for us a step by step roadmap to creating effective marketing ideas that actually work."
—John I. Coulter, Managing Partner, The Content Factory
will develop the idea generation engine that every organization needs. A must read for any salesperson or organization looking to develop custom ideas that break through the clutter.”
—Rick Cotton, Vice President, Advertising Sales, Monster.com
"A must read! Creating Demand
is an invaluable guide on how to create new and innovative marketing and sales ideas. Whether economic times are tight or flush, this book helps you to beat the competition and develop the most brilliant approaches for your company or your client.
Reading this book is the best investment you can make for your future!"
—Dan Lipson, President, Camp Jam, LLC
Shipping Weight: 1lbs
Gerardo V. Tabío (Bixby, OK), president and founder of Creative Resources Group, has been consulting with a broad range of organizations for more than twenty years. Among his clients are Turner Entertainment, TV Guide, America Online, Tommy Hilfiger, Toyota Motor Sales, Tyson Foods, CBS Radio, and many more.
Sally Beamer (Atlanta, GA), a partner at Creative Resources Group, has more than fifteen years experience consulting for such major corporations as Wendy’s, Coca Cola, CBS Radio, Cox Radio, Pizza Hut, the YMCA, and Clear Channel Communications, among others.