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Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts! Hardcover – June 26, 2001

4.6 out of 5 stars 54 customer reviews

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Editorial Reviews

From Library Journal

Spoelstra (Ice to the Eskimos: How To Market a Product Nobody Wants) offers another fine book on creative marketing strategies and motivation. His book, which shows how considering marketing problems "outrageously" but consistently can benefit an organization, is instructive in its marketing ideas and stories of triumph. President of the professional sports division of Mandalay Entertainment, Spoelstra has held positions or served as a consultant with several sports teams, including the Portland Trail Blazers, New Jersey Nets, and Dayton Dragons. Here he describes how in his own experience a lack of adequate funds for marketing and advertising goals led to his "outrageous" approach. In each of the 17 chapters, Spoelstra illustrates one of "ground rules" of marketing, claiming that, for instance, each company must differentiate itself and that budget constraints need not prevent a company from doing its best work. His concerns for increasing revenue through marketing will be useful to professional marketers and students of marketing. Recommended for the academic and public libraries that serve them. Littleton Maxwell, Business Information Ctr., Univ. of Richmond, VA
Copyright 2001 Reed Business Information, Inc.

Review

It's not often that I find myself continuously referring to a book for motivation and guidance. But that is exactly what I found myself doing with Marketing Outrageously. It's the ultimate guide for taking companies of any size to a new level. It's full of crazy, fun ideas that can help anyone sell more. I highly recommend this book. (Mark Cuban Owner, Dallas Mavericks) --This text refers to the Paperback edition.
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Product Details

  • Hardcover: 256 pages
  • Publisher: Bard Press; First Edition edition (June 26, 2001)
  • Language: English
  • ISBN-10: 1885167504
  • ISBN-13: 978-1885167507
  • Product Dimensions: 6.6 x 1 x 9.4 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (54 customer reviews)
  • Amazon Best Sellers Rank: #579,154 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By John C. Dunbar on July 7, 2001
Format: Hardcover
The author, Jon Spoelstra, is a hired gun marketing consultant who goes in and turns around companies with severe lack of revenues. Most of them are sports teams. So, we could think of him as a serial-turnaround artist. For this reason, you should read the book to see his techniques in action.
This is his second book. The other is "Ice To The Eskimos". This book is very similar to the first book. I consider this second book an update to the previous one. Both are highly recommended. In some ways I thought the first book had more meat. This second book is easier to read.
The author has about 20 major points that he makes in both books. One such point is to think outrageously when working on your marketing ideas and programs. He gives lots of stories and anecdotes to help you in this regard.
Another point by the author is the use of direct marketing over indirect marketing. He recommends that you let the customer tell you when to stop running the ad based on the returns that it generates. He gives lots of examples. His recommendations regarding TV ads follows the recommendations of Roy Williams, who wrote "Wizard of Ads" by the same publisher. In TV he recommends that you dominate a niche, or segment.
On one hand he believes in accepting the product as a given. Many sales and marketing people blame poor sales results on the product, just as a failed warrior is quick to blame his weapons. He believes most of the problems are caused by lack of creativity and action. But on the other hand, the author guides you on how to change your product offering. One technique is to understand what business you are really in. He gives you some checklists and examples on how to do this.
The author is totally revenue focused.
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Format: Hardcover
Loved reading MARKETING OUTRAGEOUSLY by Joe Spoelstra, one of America's top sports marketers . . . he uses many real--and often funny--examples to show how it is possible to get a company known without going into bankruptcy.
Even if you're not a sports fan, there is much here that
can be applied to almost any marketing situation.
What I so much liked about this book is that Spoelstra
has been involved in what he writes about . . . he has
consulted with major sports organizations including baseball,
hockey, soccer, and basketball in the United States, Spain
and Japan.
Also, he was general manager of the Portland Trail Blazers for
11 years, during which time he was the focus of what was perhaps the strangest trade in sports history. Portland was in need of a guard to fill a hole created by injury. The guard the Blazers wanted was the starting point guard for Indiana Pacers. A deal was struck; the compensation to the Pacers wasn't a player, but one week of Spoelstra's time. He then played a key role in the restructuring of the Pacers' front office.
Later, as president of the New Jersey Nets for three years, he
increased that team's revenue by almost 500 percent.
There were several memorable passages; among them:
* Learn to ask this question: "What's it going to take?"
Most business people are thinking, "How can we
make our budget numbers?" or "How can we
improve our profit over last year?" They are
asking the wrong question.
What if you asked the following question at
your company: "What's it going to take to be
the best company in our industry this year?"
You don't have to be CEO or a business
owner to ask this kind of question.
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Format: Hardcover Verified Purchase
The book is fun to read. No question. The stories are great, especially if you like basketball and sports. Jon Spoelstra certainly came up with some outrageous ideas, and my oh my, didn't they all work great! Isn't he a genius? This book certainly made me think that Jon Spoelstra thinks a lot of himself.
Unless you're running a sports franchise, I'm not sure there's actually much useful information to glean from the book, and that's the reason you buy business books, isn't it. For all it's quizzes, which are really "precious" (in the worst sense of the word), the only real idea from the book is "go crazy...risk something." That's great if you've got deep pockets. People will do a lot of crazy things to link themselves with major sporting teams (sponsorships, wacky promotions, giveaways, etc.). But what if you own a plumbing supply store? A shoe repair store? A used CD shop? Yes, you too can do crazy, wacky things, but if you do the wrong crazy thing, just because Spoelstra thinks you should, will you have the cash flow left to try another one? Unless you've got a big organization and deep pockets (or access to deep financing) his urging to be outrageous seems a bit pat and obvious.
Yes, be outrageous, sure. But how do you temper it? How do you give yourself an "escape route" if things go wrong? How do you pay for it?
So, I finished the book very entertained by the anecdotes, and impressed at the contributions the author has made to the ways in which we all enjoy professional sports events and team. But I had not one truly practical, useful, actionable idea to put to work.
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