Marketing Resources Books/Workbooks Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd, by David McNally, Karl Speak. A brand is a relationship, not a statement, authors say. Successful brand-building principles can spark enduring relationships that drive success.
Guerrilla Marketing, by Jay Levinson. Levinson published his first in this series in 1983. The revised edition, Guerrilla Marketing: Secrets for Making Big Profits From Your Small Business, includes strategies for Internet marketing.
Marketing 101 Workbook, by Clay Nelson, Consulting Services Network (download from www.cjenterprises.com), offers a fun, yet no-nonsense, approach to writing a marketing plan.
Positioning: The Battle for Your Mind, by Al Ries, Jack Trout. Examines communication problems in an “overcommunicated” society. Shows how to “position” a company in the mind of prospective buyers and find an area not filled by a “leader.”
The Remodeler’s Marketing PowerPak: How to Develop A Powerful, Cost-Effective Lead Generation Program, by Linda Case, Victoria Downing (www.remodelers advantage.com), offers examples of marketing that works and tips for setting goals, budgets, and marketing campaigns.
Selling the Invisible: A Field Guide to Modern Marketing, by Harry Beckwith. Beckwith argues consumers are primarily interested not in features but relationships.
Products and Services ACT! and BetterACT! contact management software is useful for lead tracking, with BetterACT! tailored to remodelers (buy ACT! at www.act.com; BetterACT! at www.9dots.com).
InfoUSA.com provides sales/marketing support for all industries.
ModernPostcard.com offers postcard development, mailing and list services.
PremiumPostcard.com offers reasonable design and affordable direct mail services.
QuantumMail.com provides inexpensive, high-quality direct-mail services.
The Ultimate Marketing Calculator, ( CompUSA.com), an Excel plug-in, offers calculations and templates for forecasting and budgeting, direct marketing, and more.
WeNailIt.com‘s contractor services aid customer prospecting and retention. The firm develops signs, promotional items, and homeowner databases.
Web Sites
RemodelToday.org. NARI’s bigger chapters’ marketing committees allow meeting attendees to learn what works in marketing.
NAHB.com. The Remodelors Council offers sales and marketing courses, among other resources.
BuildingBrands.com‘s newsletters focus on specific branding topics, with articles from marketing pros.
WebProNews.com‘s many articles address such topics as search engine optimization, e-commerce tactics, and Internet marketing trends.
The American Marketing Association, at www.marketingpower.com, offers a directory of 38,000 marketing professionals, articles, and other resources.