Masterminding the Store: Advertising, Sales Promotion and the New Marketing Reality

In case you haven't noticed, there's a whole new retail and marketing scene out there. It's complicated, intensely competitive, and changing at a rate that's hard to keep up with. Malls and downtown strips are spawning theme stores such as Warner and Disney. At the Bloomingdale's courtesy counter in New York, staff who speak 30 languages are available to answer questions for international clientele. Wal-Mart has stores in China. Subway ads are considered chic. The game of brand management is getting grittier, with the Coca-Colas and Calvin Kleins of the world overrunning the selling floors and knocking out the smaller niche players. And with all the merchandise tie-ins and pre-release advertising, you don't just go to the movies anymore—you attend "cinematic happenings" that are almost impossible to resist. Huge, costly marketing ploys are creating demand for things that didn't exist before and for things that consumers simply never thought they needed before.

MasterMinding the Store helps you deal with the present situation and prepare for the future. How so? By imparting the creative insights of Donald Ziccardi, who has logged 20 years in marketing and advertising; his experience is woven into over 100 real-life anecdotes and case studies about media strategies, creative executions, and agency-client relationships that provide the combined wisdom of years and years of experience.

In its down-to-earth, breezy style, MasterMinding the Store:

• Demystifies the marketing planning process with easy-to-follow steps
• Teaches how to develop and deliver a powerful, creative advertising message that meets marketing objectives
• Tells how to quickly study your company, customers, and competition, then stake out a marketing position and set realistic budgets
• Examines winning and losing principles of actual advertising, public relations, and sales promotion campaigns

Amid the new competitive climate, it's not enough to produce a quality product or a useful service. You have to exploit the power of the media and utilize new resources available in technology, research, and marketing to tap into the minds and hearts of a more demanding consumer and capitalize on shifting demographics and lifestyles.

To do all this, you need your "corporate constitution," the right marketing plan. Section 1 of the book details the marketing plan, including guidelines on how to get started, how to successfully use good and not-so-good news on the state of your company, and why it's important to know as much as possible about your consumer and your competitors.

Section 2 is loaded with real-life accounts and behind-the-scenes anecdotes that teach valuable lessons on moving from the creative to the practical, media planning, sales promotion, point-of-purchase, personal selling, and public relations. The book concludes with an in-depth analysis of budgeting.

Whether you are a seasoned professional or a newcomer in fashion design, wholesaling, retailing, or advertising, or whether you are a small business owner or a student of business, MasterMinding the Store will help you cut marketing costs and maximize advertising dollars. It will help you achieve every retailer's ultimate goal—bringing the right products and services to customers where and when they want them.

Praise for MasterMinding the Store

"I highly recommend MasterMinding the Store. The ins and outs of advertising and marketing in this important guide will help not only marketing managers, but everyone who has ever considered advertising a product or service." — Linda Allard, Design Director, Ellen Tracy

"Don's book is a marvelous blend of broad and useful knowledge coming from hard, personal experience and an active, imaginative mind. It's all interwoven with a powerful presence of uncommon common sense." — Ken Kolker, Senior Advisor and former Chairman, May Merchandising Company

"A first-rate guide on how to create effective advertising and marketing campaigns, whether you're designing fashion or selling hardware. Don combines his ability as a realistic businessman and a dynamic creative force in the message of this book." — Stu Schwartz, President, Annie Sez

"In the increasingly competitive world of selling, good straightforward advice has been a rare commodity. No longer. MasterMinding the Store is a smart, well thought out approach on how to sell smart and be a savvy marketer as well. It is wonderfully conversational, has a great sense of humor, is well paced, and if that is not enough, there is lots of 'must have' information. If you want to improve your selling skills, start by reading this book. It will make a difference." — Sandy Golinkin, Publisher, Allure

"Don's varied experiences bring a unique and insightful perspective on marketing as we enter the new millennium." — Art Reiner, President and CEO, Finlay Fine Jewelry; former Chairman and CEO of Macy's Northeast

"Don Ziccardi captures the nuts and bolts of advertising wisdom in an easy, readable format which should not only be read and remembered, but followed." — Glenn Palmer, President, Liz Claiborne Collection and Studio

"Don Ziccardi has all the answers to the questions that we so often forget to ask. After reading this book, advertising and marketing executives will agree that Don gives us the vision and the inspiration we need to move forward in this very competitive and difficult economy." — Jeannette Chang, Publisher, Harper's Bazaar

DONALD ZICCARDI is CEO of Ziccardi & Partners, Inc., a New York-based ad agency whose major clients include Ellen Tracy, the Millennium Broadway hotel, Citibank, Izod Lacoste, TV Guide, Federated Department Stores, jewelry and cosmetic trade shows, and many worldwide publishers including Random House, Times Books, Dell, Dutton, Penguin USA, and NAL. He is a CPA with a BA in marketing and an MBA in finance from Baruch College. Ziccardi has held positions of vice president and senior vice president of marketing, advertising, and public relations for the May Company, B. Altman, and Macy's.

DAVID MOIN is a senior editor responsible for retail coverage at Women's Wear Daily and a successful freelance writer.