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The Experience Effect For Small Business
ISBN:
Hardcover: 978-1-60005-206-4 (1-60005-206-1)
eBook: 978-1-60005-209-5 (1-60005-209-6)
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The Experience Effect For Small Business
Table of Contents
Prologue
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: Personal Branding
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The Experience Effect
For Small Business
Big Brand Results with
Small Business Resources
by Jim Joseph
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.
In the News!
• Read author post on Entrepreneur.com Big-Brand Results with Small-Business Budgets
• Business Insider book review
• What Makes a Business a Brand by Jim Joseph
• Register for the the Jim Joseph webinar, hosted by Entrepreneur Magazine.
• Jim Joseph on Small Biz Social Branding (plus On-Demand Webinar)
• Signup for the Small Business Bootcamp webinar!
• Introduction for the Small Business Bootcamp Vocus webinar
• Read Why Brand Positioning Matters on The Holmes Report.
• Watch author discussing Super Bowl marketing on The Street
• Can a Brand be "Authentic"? blog post on Commpro.biz.
• Networking Exchange Blog
• BrandsConf 2011 panel video: Brands that speak with women
• Small Business Saturday
• How to Create a Brand Experience webinar with Jim Joseph.
• Watch an Inside Communications interview with the author.
• Learn more with the Webinar Spotlight
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| About the Author |
Jim JosephJim 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 of North America at Cohn & Wolfe, a global brand-building communications firm, 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.
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