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All about Flowers
Af: Thomas J. Mickey Engelsk Paperback
SPAR
kr 30
All about Flowers
Af: Thomas J. Mickey Engelsk Paperback

A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.
“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.
Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today’s content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.

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A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.
“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.
Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today’s content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.

Produktdetaljer
Sprog: Engelsk
Sider: 204
ISBN-13: 9780804012294
Indbinding: Paperback
Udgave:
ISBN-10: 0804012296
Kategori: Reklame
Udg. Dato: 7 maj 2021
Længde: 13mm
Bredde: 153mm
Højde: 216mm
Oplagsdato: 7 maj 2021
Forfatter(e): Thomas J. Mickey
Forfatter(e) Thomas J. Mickey


Kategori Reklame


Sprog Engelsk


Indbinding Paperback


Sider 204


Udgave


Længde 13mm


Bredde 153mm


Højde 216mm

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