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As every customer knows, the shopping experience is critical to brand satisfaction and loyalty. We all care deeply about the overall experience of the buying process--the marketing message, subliminal cues, the sales approach, personal human interaction...and more. When all of these elements come together in a cohesive and seamless package, a loyal customer is born. Brand strategist Jim Joseph calls this the experience effect.
In a groundbreaking volume called The Experience Effect (2010), Jim showed big business how to create the total brand experience. Now he customizes that very same expertise for the backbone of the American economy, small business. While it is often said that small business is key to recovery, all around us we still see small business suffering the most. Flex and wiggle room is at a minimum, small business simply cannot afford the resources and the access to big brand thinking that the corporations do.
Jim believes that there's simply no reason why a small business cannot perform like a big brand, even within our turbulent times. His perspective makes The Experience Effect For Small Business a timely and compelling read, particularly now.
Filled with practical advice and real-life examples that will resonate with readers, The Experience Effect For Small Business teaches small business owners how to understand their brand's target audience, conduct effective market research, connect with customers on an emotional level, establish unique and engaging touchpoints, and much, much more. Readers learn how to replicate these activities on limited budgets and few resources. Loaded with inspiration, Jim Joseph's book will touch a chord with you, the small business owner in today's America economy.
As every customer knows, the shopping experience is critical to brand satisfaction and loyalty. We all care deeply about the overall experience of the buying process--the marketing message, subliminal cues, the sales approach, personal human interaction...and more. When all of these elements come together in a cohesive and seamless package, a loyal customer is born. Brand strategist Jim Joseph calls this the experience effect.
In a groundbreaking volume called The Experience Effect (2010), Jim showed big business how to create the total brand experience. Now he customizes that very same expertise for the backbone of the American economy, small business. While it is often said that small business is key to recovery, all around us we still see small business suffering the most. Flex and wiggle room is at a minimum, small business simply cannot afford the resources and the access to big brand thinking that the corporations do.
Jim believes that there's simply no reason why a small business cannot perform like a big brand, even within our turbulent times. His perspective makes The Experience Effect For Small Business a timely and compelling read, particularly now.
Filled with practical advice and real-life examples that will resonate with readers, The Experience Effect For Small Business teaches small business owners how to understand their brand's target audience, conduct effective market research, connect with customers on an emotional level, establish unique and engaging touchpoints, and much, much more. Readers learn how to replicate these activities on limited budgets and few resources. Loaded with inspiration, Jim Joseph's book will touch a chord with you, the small business owner in today's America economy.
Due to publisher restrictions the library cannot purchase additional copies of this title, and we apologize if there is a long waiting list. Be sure to check for other copies, because there may be other editions available.
Due to publisher restrictions the library cannot purchase additional copies of this title, and we apologize if there is a long waiting list. Be sure to check for other copies, because there may be other editions available.
Synopsis-
Brand strategist Jim Joseph believes there’s simply no reason why a small business cannot perform like a big brand, even within our turbulent times. His perspective makes The Experience Effect For Small Business a timely and compelling read. Filled with practical advice and real-life examples that will resonate with readers, the book teaches small business owners how to understand their brand’s target audience, conduct effective market research, connect with customers on an emotional level, establish unique and engaging touchpoints, and more…all on limited budgets and with few resources. Loaded with inspiration, Jim Joseph’s book will touch a chord with you, the small business owner in today’s American economy.
About the Author-
Jim Joseph is an award winning marketing master who has specialized in building consumer brands and agency businesses across virtually every consumer category. His impressive client list includes blockbusters like Kellogg’s, Kraft, Cadillac, Tylenol, Clean & Clear and Walmart. As President and Partner of Lippe Taylor, a full services agency dedicated to marketing to women in categories that include health, beauty, shopping, fashion, and home, Jim has the expertise and experience to consistently create seamless brand experiences and brand messaging.
Jim is a graduate of Cornell University and has an MBA from Columbia University. Fulfilling a lifelong dream (aside from writing), Jim teaches a course in marketing at New York University modeled after his first book, The Experience Effect which won a silver medal for best marketing book at the Axiom Book Awards. His blog, jimjosephexp.com, has an impressive following. He is also a regular contributor in trade publications like Ad Age, Adweek, and PR News.
Table of Contents-
Introduction: Start by Observing
Chapter 1: Marketing is Marketing
Chapter 2: Your Business Is a Brand
Chapter 3: Creating the Experience Effect?
Chapter 4: Defining Your Brand
Chapter 5: Tracking Your Competition
Chapter 6: Identifying Your Consumer
Chapter 7: Getting to Know Your Consumer
Chapter 8: Positioning Your Brand
Chapter 9: A Marketing Classic
Chapter 10: Reaching Your Customer
Chapter 11: Mapping Touchpoints
Chapter 12: Activating Touchpoints
Chapter 13: Navigating The Digital World
Chapter 14: Benchmark Brands
Chapter 15: The Three-Year Plan
Chapter 16: Motivating Your Team
Chapter 17: The Three-Year Plan
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