Jim Joseph - The Experience Effect For Small Business: Big Brand Results with Small Business Resources
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Effect for Small
Business
Big Brand Results with
Small Business Resources
By Jim Joseph
Author of the award-winning
The Experience Effect
http://JimJosephExp.com
20660 Stevens Creek Blvd., Suite 210
Cupertino, CA 95014
Copyright 2012 by Jim Joseph
All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means electronic, mechanical, photocopying, recording, or otherwise without written permission from the publisher.
Published by Happy About
20660 Stevens Creek Blvd., Suite 210, Cupertino, CA 95014
http://happyabout.com
Second Printing: April 2012
First Printing: January 2012
Hardcover ISBN: 978-1-60005-206-4 (1-60005-206-1)
eBook ISBN: 978-1-60005-209-5 (1-60005-209-6)
Place of Publication: Silicon Valley, California, USA
Hardcover Library of Congress Number: 2011942256
Trademarks
All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Neither Happy About, nor any of its imprints, can attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.
Warning and Disclaimer
Every effort has been made to make this book as complete and as accurate as possible. The information provided is on an as is basis. The author(s), publisher, and their agents assume no responsibility for errors or omissions. Nor do they assume liability or responsibility to any person or entity with respect to any loss or damages arising from the use of information contained herein.
Dedication
This book is dedicated to Christopher, remembering the amazing journey we had with our small business, and to Alicia and JP who are embarking on their own journeysmay all of our experiences bring great joy!
A Message from Happy About
Thank you for your purchase of this Happy About book. It is available online at http://happyabout.info/experienceeffectsmallbusiness.php or at other online and physical bookstores.
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Other Happy About books available include:
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http://www.happyabout.com/storytelling.php - 42 Rules of Social Media for Small Business:
http://www.happyabout.com/42rules/social-media-business.php - Social Media Success!:
http://www.happyabout.com/social-media-success.php - #SOCIAL MEDIA PR tweet Book01:
http://www.happyabout.com/thinkaha/socialmediaprtweet01.php - 42 Rules for Driving Success With Books:
http://www.happyabout.com/42rules/books-drive-success.php - 42 Rules to Increase Sales Effectiveness:
http://happyabout.com/42rules/increasesaleseffectiveness.php - Managing Salespeople:
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Acknowledgments
Bringing a book to market is a tremendous amount of workno author does it alone. When my first book came out, it was a defining moment in my life. I was so happy to get my voice recorded! The reception my book received was over-whelming. The thought of doing it twice is mind-boggling, but here we are!
I want to thank everyone in my life for their encouragement and support for me these past few years. It has meant the world to me.
My team at Cohn & Wolfefor their undying creativity, each and every day.
My students at NYUfor the inspiration to keep learning.
All of my colleagues through the yearsfor the give and take and therapy sessions.
My new friends at Happy Aboutfor working so hard and putting up with me.
Family and Friendsfor the motivation to keep doing it.
Some early praise for Jim Josephs new book, The Experience Effect for Small Business:
This easy-to-read marketing book delivers insights into how small businesses can build their brand while creating strong connections to customers without requiring the big advertising budgets typically found in Fortune 500 companies. Its a must-read, and Jims practical approach to marketing is full of useful concepts and strategies that are easily adaptive to all types of small businesses.
Renee L. Harris, Chair and Academic Director, New York University
Jims wisdom for building my consulting practice has been invaluable. In a world of books that champion big budget solutions for big corporations, Jim focuses on the small business owner with smart, inexpensive approaches to building a real brand experience that will grow sales.
Mark Schnurman, President of Filament, Inc
No doubt this book will challenge and help shift the mindset of many small businesses. Using examples we all relate to, Joseph makes his points with clarity and relevance. The book is most enjoyable AND engagingunlike any other marketing book Ive read (except the original The Experience Effect!). Cant wait to use it in my next marketing class at St. Josephs University!
Laura L. Barry, Entrepreneur and Adjunct Professor
I wish I had this book when I had my own small business. It would have made me think differently about my customers, and would have helped me avoid making costly mistakes.
Karen Fossedal, Owner, Singer Sewing of Aiken, SC
Theres really no reason why a small business cant perform like a big brand, and no reason why it cant have the same kind of successes.
Im a marketing guy. Always have been and always will be, I suppose.
I look at everything through the lens of mar-ketingI just cant help myself. I knew from day one that I wanted to do marketing, so I spent my entire career honing my craft by making sure I got experience working on a variety of brands, in a mix of categories, across a range of consumer targets. I cant say that Ive seen it all, but there are days when it certainly feels like it.
Yes, Im one of those people who knew at a young age what I wanted to do. Im not sure I even knew what marketing was back then, but I knew that somehow, someway it was for me.
I would watch the television commercials more than the actual shows, and I would read the print ads more than the actual articles in magazines. I just loved all the brands and what they had to say.
Maybe it was the Faberge and she told two friends commercial from the 1980s that really did it for me, Im not sure. The commercial had me hooked without possibly knowing it was foreshadowing todays social marketing and Facebook! See, thats how I think.
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