Stickier Marketing

List of figures and tables
List of abbreviations

Part One Prologue
What the Sex Pistols taught me about marketing

Part Two Setting the scene
01 Printing press to world wide web
The development of communication
The limitations of traditional communication channels
The web's impact on communication
The web's infl uence on global change
Key point summary

02 Scarcity to abundance
The abundance of choice and information
The 'shouting' lost its value
Where customers now go for information
Key point summary

03 Transactions to engagement
The limitations of traditional 'relationship marketing'
Striving for 'relationships' is not enough
Introducing 'customer engagement' marketing
From 'return on investment' to 'return on engagement'
Engaging on your customers' terms
Becoming a trusted source of information
Key point summary

Part Three Developing an effective marketing strategy
04 Benefits to problems
An example of transactional marketing
The alternative approach: providing value around your product or service
The shortcomings of benefit messaging
Ask the right question
Problem Maps®
Using Problem Maps® as the basis for engagement
Key point summary

05 Products to experiences
The value is in the experience
Developing the experience
The importance of strategic partnerships
Embracing the idea of providing experiences
Participation
The web encourages participation
Marketing's move from tactics to strategy
The changing dynamic between sales and marketing
The role of delivery mechanisms
Key point summary

06 Unique selling point to customer engagement points
Why the USP will not sell experiences
The journey to customer engagement points
An engagement strategy means becoming attractive
The importance of a 'narrative'
Introducing customer engagement points
Key point summary

Grant Leboff is the founder of Sticky Marketing Ltd., a consulting firm that advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including The Financial Times. He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner (Wiley).