From the Back Cover
The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man--Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.
But this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes--and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena--and brought a new era of growth and profitability to the organization.
Buy Now lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to:
- Target a customer base that continually expands and grows
- Create a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition
- Use compelling messaging that speaks to the unique needs of your customers
With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
RICK CESARI was the first person to use an infomercial to build a national brand name (Juiceman(R)) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo(R), as well as Fortune 500 clients Microsoft and Clorox(R). He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.
RON LYNCH has been the creative mind behind many successful direct-response campaigns including BackJoy(R) Orthotics, the Total Trolley, Light Relief(R), the FlavorWave Oven(R), and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.
