MaxiMarketing - The Model

The summary of the book is well captured in the following article  Maximarketing

and here I have captured the main concept identified by founders and authors Stan Rapp and Thomas L. Collins in their 1987 book MaxiMarketing

The MaxiMarketing model was built upon nine points also listed in the article:

1. Maximized targeting. This was essentially segmenting the market narrowly by demographics and geography in order to understand and reach the best sales prospects.
2. Maximized media. In order to reach the more narrow consumer groups, Rapp and Collins argued, marketers needed to send their message through many different media channels, not just mainstream television and radio.
3. Maximized accountability. Accountability referred to ensuring, through formal tracking, that specific marketing efforts were actually delivering results.
4. Maximized awareness. This meant developing creative ways to reach consumers with the marketing message, such as sponsoring sporting events.
5. Maximized activation. Activation was a code word for promotional strategies that involved consumer participation, such as contests.
6. Maximized synergy. The authors suggested that businesses could accomplish multiple objectives through a single advertising vehicle. Examples included cross-promoting two different products, building a sales database from a direct-response campaign, and promoting two distribution channels through one ad.
7. Maximized linkage. Linkage was a means of developing and maintaining personal contact with customers, such as through consumer help lines and correspondence.
8. Maximized sales. MaxiMarketing emphasized increasing sales through long-term customer relations rather than solely through short-term promotions.
9. Maximized distribution. Rapp and Collins also advocated pursuing multiple channels of product distribution, such as combinations of retail and direct selling.