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The 10 Minute Marketer's
Secret Formula (Paperback)
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by Tom Feltenstein "sEVERAL YEARS AGO
BRITISH RAIL, the company that operates most
of Britain's rail service, discovered that its
ridership had gone into a steep
decline..." (more)
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Foodservice Marketing for the '90s: How to Become the #1 Restaurant in Your Neighborhood by Tom
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Editorial Reviews
Book Description
A guide to the simplicity and power of neighborhood marketing by the man who perfected the art for
McDonald's Corporation Trying to pull in business beyond a 10- minute drive of one's enterprise is a
waste of time, money, and the chance for enviable success. That's the eye-opening assertion of the
modern-day father of strategic neighborhood marketing, Tom Feltenstein, in The Ten Minute Marketer
Handbook . Echoing his mentor, McDonald's late founder Ray Kroc, that "it's all local," Feltenstein makes a
powerful argument for focusing on one's own backyard. He describes how to win against bigger
companies, bigger ad budgets, and bigger campaigns, explaining in detail: Why mass-media marketing is
a dead end Why the best marketing strategy is the oldest--building local customer loyalty Why everything
you need to grow their business they already have
From the Back Cover
The Death of Mass Marketing
If you're trying to attract business beyond a 10-minute drive of your enterprise--STOP. It's a waste of
time, money, and the chance for much bigger profits. That's the eye-opening assertion of Tom
Feltenstein, the modern-day father of strategic neighborhood marketing in The 10-Minute Marketer's
Secret Formula: A Shortcut to Extraordinary Profits Using Neighborhood Marketing.
Feltenstein, sounding the battle cry of his mentor, McDonald's late founder Ray Kroc, that "it's all local,"
makes a powerful argument for focusing on your own backyard. HE describes how to win against bigger
companies, bigger ad budgets, and bigger campaigns. Having helped build McDonald's sales through
strategic neighborhood marketing one neighborhood at a time, he has the knowledge and experience to
back his claim. It's a revolutionary concept today, but it's as old as the general store of a century ago.
And it's already being used with tremendous success by an elite group of retailers: Harley-Davidson,
Krispy Kreme, McDonald's, Nordstrom, Starbucks, and even Wal-Mart. Feltenstein brings it alive in this
instructive guidebook essential for any business that depends on generating sales.
"Tom Feltenstein is either completely, stupendously, stunningly wrong, or he is a stone genius whose
counterintuitive insights will transform the marketing business. I'm betting on the latter. Read this
fascinating book and you're likely to come to the same conclusion." --Tucker Carlson, Conservative CoHost, CNN's Crossfire
"Tom Feltenstein's latest book is a must read for business owners who want to increase sales and profits
inside their four walls and in their immediate trading areas. His hands-on, how-to information is an
invaluable resource that eliminates the need for any mass-media advertising. I highly recommend this
book if you're serious about growing your company." --Ed Rensi, retired, President/CEO, McDonald's
Corporation USA; and former COO, McDonald's Worldwide
"Most marketers are too stuck and too scared to do stuff that really and truly works. If you're willing to
get off your couch and make something happen, this book is a fine place to start." -Seth Godin,
bestselling author of Permission Marketing, Unleashing the Idea Virus, Survival is Not Enough, Purple Cow,
and Free Prize Inside.
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Product Details
Paperback: 320 pages
Publisher: Entrepreneur Press; 1 edition (September 24, 2004)
Language: English
ISBN: 1932531084
Product Dimensions: 9.2 x 7.8 x 0.9 inches
Shipping Weight: 1.36 pounds (View shipping rates and policies)
Average Customer Review:
based on 7 reviews. (Write a review.)
Amazon.com Sales Rank: #284,268 in Books (See Top Sellers in Books)
Yesterday: #281,296 in Books
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Inside This Book
(learn more)
First Sentence:
sEVERAL YEARS AGO BRITISH RAIL, the company that operates most of Britain's rail service, discovered
that its ridership had gone into a steep decline. Read the first page
Statistically Improbable Phrases (SIPs): (learn more)
unique selling experience, neighborhood marketing, neighborhood marketer, tom feltenstein, diversity
marketing, linen store, brand personality, positioning statement, internal customers, mass media
advertising
Capitalized Phrases (CAPs): (learn more)
New York, British Rail, Marine Corps, Best Western, Marketer's Secret Formula, Olive Garden, Yellow
Pages, Hard Rock, Super Bowl, Uncle Julio, Killer Marketing Tactics, Puerto Rican, The Cheesecake Factory
New!
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover | Surprise Me!
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Customer Reviews
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2 of 2 people found the following review helpful:
This book will kickstart your marketing and make you a success, September 7, 2005
Reviewer: Jeremy Hoover (Michigan) - See all my reviews
When such a marketing behemoth as McDonald's cuts their mass marketing budget by 1/3, then it is
clear that mass marketing is one its way out. This example is one of many Feltenstein gives in his book
to demonstrate that the age of mass marketing is over. What is in, is very targeted marketing to those
nearest to your actual business-in short, your immediate neighborhood.
Feltenstein is a marketing consultant who has worked for many top companies, and he brings his
extensive wisdom and teaching to this book. The book is very easy to read, and from page one
delivers concise, usable information. No honest reader can read this book even for ten minutes and not
come away with some useful tidbits to apply immediately.
There are twenty-five chapters and two appendices in this book. Each chapter is about some aspect of
"neighborhood marketing," and the first appendix contains twenty-seven forms that correspond to the
marketing lessons from the book. In this way, the book functions almost as a workbook, providing
theory (albeit very practical theory) in the main section and praxis in the appendix.
The thrust of Feltenstein's message is that local businesses must think locally. This includes not just
the immediate geographic "neighborhood," but also their database and their actual, physical store.
More damage can be done, Feltenstein cautions, by dirty floors and uninspired workers than by the
absence of a mass marketing message. Businesses should make a plan that includes in-store
merchandising and personnel training, local promotion (direct response mailings and cross-promotions
with other local establishments), and data management (crunching numbers to see what works and
what doesn't).
I highly recommend this book for anyone in business, especially in small or home business. This book
packs a punch on every page, and a marketer or business person could study this book for an entire
year without exhausting its resources. My advice: Get a copy, read it once through, and then commit
http://www.amazon.com/gp/product/1932531084/002-3225428-8912062?v=glance&n=283155
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Amazon.com: The 10 Minute Marketer's Secret Formula: Books: Tom Feltenstein
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to reading a chapter each week. Take notes on your reading and convert those notes into goals and
action steps. Follow through with your action steps, achieve your goals, and follow Feltenstein's
wisdom all the way to a more successful business.
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0 of 1 people found the following review helpful:
Terrific Book - A "Must Read!", April 29, 2005
Reviewer: Angela R. Northrop - See all my reviews
Love this book! It's packed with useful and easy-to-understand information to grow your business.
Many of the concepts are simple, but powerful. I highly recommend it.
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(Report this)
1 of 3 people found the following review helpful:
If This Book Cost You A Million Bucks...It'd Be a Bargain!, April 20, 2005
Reviewer: Tony Policci (Chandler, AZ) - See all my reviews
As the CEO of my own marketing firm, I am constantly being asked what book is a MUST READ. For
small business owners alone, I've recommended Tom Feltenstein's "The 10 Minute Marketer's Secret
Formula" so many times, I feel like I work for the publisher. While I had the honor of writing a section
in the book on copywriting, that in no-way influences my opinion that this book contains solid gold
tactics for success! In it you'll find the secrets that have built companies that are now household
names, and secrets that are building the legendary companies of tomorrow...today! Will everything in it
sound "good" to you? Probably not. But even if you only use ONE of the countless ideas it contains,
(which would be rare) your investment of $20 or less on this book, would still pay you back real-world
dividends that NO-OTHER investment could.
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(Report this)
2 of 3 people found the following review helpful:
Ad Agencies Beware!, April 12, 2005
Reviewer: J. Snyder (Connecticut, USA) - See all my reviews
Get your resumes together because Tom Feltenstein has nailed this one. In a world where consumers
are bombarded with media messages at every turn, it is refreshing to see someone who "gets it".
Customers are not some statistic in a demographic survey, they are real people who live and work
within the few miles from our stores. This is an absolute must-have for retailers and marketers who
want to break through a transaction-based relationship with their customers and learn to build strong,
emotional connections created to build loyalty. Neighborhood Marketing is the buzz word for the future!
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(Report this)
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Page 5 of 8
Amazon.com: The 10 Minute Marketer's Secret Formula: Books: Tom Feltenstein
07/31/2006 05:33 PM
0 of 1 people found the following review helpful:
Marketing 101, April 12, 2005
Reviewer: Michael Biagiotti (New York, NY) - See all my reviews
Reading 10 Minute Marketer's Secret Formula was a terrific exercise in helping me address the
marketing needs of my business. The subject matter provides an effective, economic solutions to sales
challanges we all face.
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(Report this)
3 of 4 people found the following review helpful:
Resource that HELPED!!!, March 7, 2005
Reviewer: Lynn OBrien "Lynn OB" (East Falmouth, MA USA) - See all my reviews
I've been struggling for quite awhile to grow my small business. Finally, I found a resource that
helped!
The 10-Minute Marketer is an excellent resource for people interesting in growing their business on a
limited budget. The book gives common-sense advice about how to think about your business and
offers some really cool ideas that are easy to understand and easy to implement.
I found the forms very useful --- for the first time I actually have a promotional calendar for my
business and have started involving my employees on ways to grow our business. I was really
surprised at how excited they were to talk about their ideas. I should have done this years ago!
I emailed the company (www.tomfeltenstein.com) and extra sets of the forms were sent to me
immediately. I recommend this book to anyone who needs a good kick in the pants to get excited
about growing the business again.
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