Price-Conscious Promotion
For those with champagne tastes and a beer budget, constructing a marketing plan can be frustrating.
In “Successful, Low Cost Direct Marketing Methods” (Danielle Adams Publishing Co.), author Jeffrey Dobkin aims to help marketers stretch their dollars to gourmet levels.
The title is an update of his previous book, “How to Market a Product for Under $500.” Dobkin offers pointers on how to get results from free press (including how to reach consumer publications and how to write a press release that actually gets published); a primer on the elements of a direct mail package and letter writing; and how to get your product featured in catalogs.
“There are so many ways to figure out a budget. All of them can’t be correct because each leads to a different answer,” Dobkin writes. “Anything you choose is right — if it works for you.”
