For more information	Maribeth Kuzmeski

A FINANCIAL FORUM BOOK REVIEW

Publisher: Facts on Demand Press: (2002)
Financial Forum Publishing: Audio Book (2006)

Maribeth Kuzmeski’s enthusiasm for the sport of football adds a “rah-rah” to a book that is filled with a multitude of marketing ideas for the financial professional. The analogies provided throughout are entertaining and support a multitude of marketing ideas that professionals need to incorporate in order to SCORE every time.

Red Zone Marketing features three easy-to-understand sections. The first is the Training Camp. This section focuses on how to clarify your mission and vision, set goals, assess strengths and weaknesses, and develop a game plane.

The next section, The Playbook, helps readers “Move the Ball” toward the Red Zone. Here, Maribeth diagrams dozens of plays that can help any marketing team be more effective. For many, it will provide additional marketing venues that they may not have even thought about using before.

In the last section, Score, she discusses the importance of niche positioning, creating client experiences, how to make opportunities out of obstacles, and getting referrals.

While a little more in-depth information on each subject would have been nice, the real value of this book came from the abundance of innovative and easy-to-implement topics covered.  Readers explore the value of implementing a well though through PR campaign. They delve into the use of direct mail, newsletters, and the Internet as effective marketing tools, and tackle the issues of developing strategic alliances, brand development, and the value of client testimonials.

Remember, “After you move the ball down the field –– before you score that new sale –– you enter the red zone… the most critical and magnified area in business. It is where businesses win or lose. Where they close the sale or they do not. What are the critical Red Zone Marketing strategies that will elevate businesses to the next level?” (Red Zone Marketing, pp 133)  Read or listen to this book and find out.

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