Marketing for the Average Propeller Head

If your boss is not a dummy, but skipped marketing because he was too busy studying science, engineering or finance in college, here are some practical, tactical letters to get him up to speed fast. They are all based on good sound, proven strategies, including modern email and web marketing practices.

If you are looking for personal hints, tips and tricks to solve a marketing problem, there is probably a letter here for you as well. No need to waste time hiring marketing consultants or reading many books to find a solution that someone else has already implemented. Go directly to the issue, and send a letter to your management that addresses the problem immediately. Our letters from the pros will help you plead your case for sensibility.

PS Sales hints too!

INDEX

Events/Shows	Costs too much for the big booth
	We need all new signs and graphics
	Canceling show will save us a lot of money
	New light bulbs please..spotlight something
	We don't need the whole army at the show
	Big image doesn't mean big budget
	Show giveaways
	Trade show flowers
	Do something different
Website	Engineering is running the website
	Looks very pretty and fancy..but doesn't work
	PR areas on the website
	Rich content site will attract prospects
	Search engine optimization
	Search engine marketing
Advertising	Finance wants to cut the costs
	Back of book works
	Tracking plan
	Let's test first - answer may not be your favorite magazine
	The magic of online adwords
	CPM vs PPC vs PPT - the new ad buzzwords
Sponsorship	Pervasive
	Doesn't have to be much
	Support employees' efforts
	Donations
Public Relations(P.R.)	Need for an agency
	We can do it alone
	Please talk to the press
	Please present at the seminar
	Please don't sell at the seminar
	Let's invite them to visit us
	Photos
	Full press kits
	Our own event - barbecue in the park
Sales	Learning to listen
	Those Germans didn't understand you
	Japanese visit
	Sharing the feedback from the visit
	Image you are projecting
	New compensation plan
	Presentation tools
	Finding channel partners
	Reseller contracts
	Exclusive rights
	Bird dog payments
	Voicemail is your friend
	Sales line 1
Collateral	Data sheets are too technical
	Giveaways
Direct Mail	Please don't use an envelope
	First class mail
	Getting a good mailing list
	Series of cards for vertical markets
Training	Not just product training this year
Pricing	International same as local
	Let sales manage their own prices
International	U.S. VP of Sales is a problem
	Visiting them in Latin America
	Trade shows
	Business with Japan
Product	Launches too early
	Product personas
	Services are products too
	Product name
	Job of Product Manager
	We all have competitors
Image	Reception area and receptionist
	Awareness
	No company name abbreviations
	Company trademarks
	Our brand promise
e-Commerce	Is this just another distribution channel?
	Online ordering for resellers too
Marketing	Are we really that well known?
	Cause marketing is not a waste of time
	Planning, planning, metrics and feedback
	Marketing takes time and money, just like engineering
Infrastructure	Lead tracking
	Database marketing
	Customer contacts
	Trademark registration and usage

When all our letters are complete and edited, they will be combined into a real book and eBook title, and be available for sale. In the meantime, enjoy them for free. And please write and suggest other subjects for letters, especially if it is a problem you are wrestling with, or one you have previously solved.

How to do it. By people who have done it.