Don't Buy A Duck

Stop Wasting Money & Only Do Marketing That Works

Derek Champagne

• Publisher: Derek Champagne
• Year: 2016
• eBook ISBN: 9780692620885
• Edition: 1
• Topic: Commerce
• Subtopic: Marketing
• Index: Marketing

With over a 15+ year career in the marketing space, Champagne has amassed a treasure trove of knowledge on branding and marketing, and shares his sometimes candid, often chuckle-worthy, and always clear advice with his readers here in this guide to marketing made easy.

"If you had a smart friend who knew a lot about marketing, this is precisely what she'd tell you over coffee." Seth Godin Co-Author, The Guerrilla Marketing Handbook

Starting with his own confession of how he learned the consequences of good money poorly spent (spoiler alert: it involves a yard sale, a minivan, and a confused and frightened duck named Quackers), Champagne breaks down the mystery of marketing, one question at a time. Offering a thorough overview of the crisis points that strike fear into the hearts of startups and gold standard companies alike.

Champagne shines a light on solid solutions that help promote strategic thinking and consistent execution. If you’ve ever wondered how to stop wasting money, time, and energy; if you’ve ever felt lost, in need of a roadmap; if you’ve ever wanted to get folks in the door and dollars in the drawer, this is the right book for you!

After reading Don’t Buy A Duck, you’ll have a better understanding of how to strategically design and implement marketing that works. Champagne unpacks the whole process of branding your business and marketing your brand, soup to nuts: everything from how to conduct market research to how to write a marketing plan to how to brainstorm marketing strategy and brand identity documents. Whether you’re looking to get a grasp on small business marketing or gain more advanced insight for bigger budgets, Don’t Buy A Duck has examples and strategies to help marketers at all levels.

In a singularly readable, friendly format, Champagne will walk you through tried and true tactics for advertising and promotion, never leaving your side as you wind your way through what is no longer a mysterious experience.

Regardless of the size of your budget or the build of your brand, Don’t Buy A Duck is the indispensable guide to marketing strategy you’ve been waiting for.

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Dedication
• Contents
• 1 Tired of Wasting Money on Marketing?
• 2 The Identity Crisis—A Brand’s Bermuda Triangle
• 3 Why Brands Get Stuck: Other Crisis Points in Marketing
• 4 Knowing the Territory—Who’s Your Market? Who’s the Competition?
• 5 If Your Marketing Is Not Going According To Plan… Maybe It’s Because You Don’t Have a Plan!
• 6 Internal Marketing: It’s What’s on the Inside That Counts
• 7 Execution Is Everything—How You Get From Your Own 5-Yard Line to the End Zone
• 8 “The Yellow Pages Are Dead!” and Other Lies Businesses Tell Themselves
• 9 Getting Married Is an Emotional Decision, but Marketing Decisions Shouldn’t Be
• 10 The Smartest Way to Set a Marketing Budget
• 11 The End Zone