IN THIS SUMMARY Successful companies understand how to reach out to people who are interested in their products and services, creating a strong emotional connection. In …And the Clients Went Wild!, Maribeth Kuzmeski describes how businesses can communicate the benefits of their products or services to customers, as well as build trust and credibility in their brands. She illustrates in detail how marketing can create “a compelling message for an offering that clients will buy and then won’t be able to stop talking about.” Her ultimate goal is to provide a blueprint for growing a loyal customer base and increasing sales. SUBSCRIBE TODAY http://www.bizsum.com/summaries/and-clients-went-wild

2. … AND THE CLIENTS WENT WILD How Savvy Professionals Win All The Business They Want AUTHORS: Maribeth Kuzmeski PUBLISHER: John & Wiley Sons, Inc. DATE OF PUBLICATION: 2010 270 pages

3. FEATURES OF THE BOOK The success of all businesses relies on finding new customers and generating more revenue. In …And the Clients Went Wild! Maribeth Kuzmeski provides readers with a roadmap for cultivating loyal clients.

4. THE BIG IDEA Maribeth Kuzmeski has found that companies with a loyal following of customers conform to five fundamental marketing principles.

5. INTRODUCTION Successful companies understand how to reach out to people who are interested in their products and services, creating a strong emotional connection. In …And the Clients Went Wild! , Maribeth Kuzmeski describes how businesses can communicate the benefits of their products or services to customers, as well as build trust and credibility in their brands. She illustrates in detail how marketing can create “a compelling message for an offering that clients will buy and then won’t be able to stop talking about.” Her ultimate goal is to provide a blueprint for growing a loyal customer base and increasing sales.

6. FIVE CORE PRINCIPLES FOR TURNING CLIENTS AND PROSPECTS INTO FANS First Principle: Build Client Delight through Differentiation Although offering something unique can be risky, it is a good way to gain exposure. When that offering is compelling, it can build credibility among customers and prospects. Differentiation can be created in many different ways.

7. FIVE CORE PRINCIPLES FOR TURNING CLIENTS AND PROSPECTS INTO FANS Second Principle: Focus Marketing on Benefits, Results, and a Call to Action Companies need to provide greater clarity about the benefits of their products and services. Customers buy results; they do not buy features. Benefits describe what customers receive from using a product or service. Before defining benefits, however, business owners must understand what clients value and care about.

8. FIVE CORE PRINCIPLES FOR TURNING CLIENTS AND PROSPECTS INTO FANS Third Principle: Create Memorable Messaging through Viral Marketing Viral marketing occurs when information about a product or service spreads rapidly among customers and prospects. This amplifies the impact of the marketing message and is more effective than other, more traditional forms of marketing. Most viral marketing initiatives attract attention by offering valuable information, software, or downloads for free.

9. FIVE CORE PRINCIPLES FOR TURNING CLIENTS AND PROSPECTS INTO FANS Fourth Principle: Leverage Business Networks for Incremental Growth When prospecting for new business, companies should put their current relationships to work. Satisfied customers often provide referrals and introductions that can expand a company’s reach. Strong business networks contain people who share target markets and are well connected. Kuzmeski calls these people Centers of Influence .

10. FIVE CORE PRINCIPLES FOR TURNING CLIENTS AND PROSPECTS INTO FANS Fifth Principle: Good Execution is Better than Good Strategy Although many new marketing techniques are available to companies of all sizes, they will not be successful unless they are executed well. Kuzmeski uses a football analogy to illustrate how businesses should approach execution.

11. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Building a Brand Identity Brand equates to what customers say about a company, rather than what the company says about itself through marketing. Dr. David Aakers, a professor of marketing, has defined branding as “the internalized sum of all impressions received by a consumer, which results in a distinctive position in their minds based on perceived emotional and functional benefits.” When companies communicate with customers in an impactful way, it leads to confidence and trust in the brand. However, developing a memorable brand is definitely a challenge in today’s world.

12. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Identifying the Best Customer Segment Successful companies focus on specific market segments, instead of trying to serve all people. After finding the best market niche, many companies position themselves as experts who can provide superior service to that segment. One approach is to join an industry association and offer expertise in that forum. Other techniques include authoring articles for industry publications, publishing an industry newsletter, or conducting seminars.

13. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Using Memorable Customer Experiences to Generate Referrals When companies create memorable experiences, they delight customers and rise above the competition. People value experiences and will pay a premium for them, even in challenging economic times. After customers have a positive experience, they want to share the story with others.

14. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Increasing Referrals Referrals are very desirable because they are easier to acquire and more cost efficient than new clients. It is important for companies to analyze what may be preventing current customers from referring new business. Businesses that simply deliver what they said they would will not get referrals. Their service is not exciting enough to cause customers to talk about the company. It is necessary to provide service that is unexpected and stands apart from the competition. Conducting a Client Delight Survey via regular mail or e-mail is one way for companies to get the customer viewpoint.

15. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Developing a High Impact Web Site Since people judge the effectiveness of a web site in mere seconds, companies must strive for a web presence that loads quickly, is well designed, and clearly conveys what information is available to visitors. To communicate most effectively on the web, Kuzmeski recommends using pictures of employees, posting video and audio information, and displaying customer commentary about the company’s benefits.

16. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Utilizing Social Media Social media enables online social networks to share content. Examples include video sharing through YouTube, photo sharing with Flickr, and microblogging through Twitter. From a business perspective, social media allows companies to publicize information about their products and services. Many businesses may find it beneficial to combine traditional marketing techniques with social media.

17. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Engaging in Permission Based Marketing With permission based marketing , companies can only send marketing materials and advertisements to customers and prospects who have given permission. Permission based marketing is used most commonly today with e-mail and e-newsletters. These types of campaigns can be effective, but the key is to create compelling messages that recipients do not want to delete.

18. USING ONLINE AND TRADITIONAL MARKETING TECHNIQUES Using Traditional Marketing Techniques One of the most important traditional marketing techniques is advertising. To develop effective advertising, businesses must have a clear target audience, research whether the advertising medium will reach that audience, and craft a high impact message that requests specific and direct action. To reach consumers in a local geographic area, local newspaper and radio advertising is often effective. In general, television advertising can be fairly inefficient.

19. Business Book Summaries is a product of EBSCO Publishing. The website is updated weekly with 4 to 5 new summaries chosen from among the top business books printed in the United States. For more information or to sign up for the weekly newsletter, please visit http://www.bizsum.com. ABOUT BIZSUM.COM