Punk Marketing: Get Off Your Ass and Join the Revolution (Paperback)

~ (Author), Mark Simmons (Author)
Key Phrases: branded entertainment, creating scarcity, United States, The Apprentice, New York (more...)

Editorial Reviews

From Publishers Weekly

TV co-host Laermer (of TLC's Taking Care of Business) and agency alum Simmons (formerly of Crispin Porter + Bogusky) combine their considerable experience and wit to jolt readers into a new understanding of marketing's ever-changing arena. The premise-and the promise-of their approach to marketing is likely a familiar one: power is shifting from corporation to consumer, meaning that "a brand is formed in the eye of the beholder-the consumer-and is not the property of the marketer." As such, old-fashioned truisms like "any publicity is good publicity" have been subsumed by a new paradigm: "mediocre marketing does more harm than doing nothing." Blunt, fair, fearless and outrageous-just like the marketing style they espouse-Laermer and Simmons explicate the marketing methods of the future in a tour of blogs, lingo, games, the "real simple" concept and the new standards of cyber-socializing. Techniques involve story-telling, contests, product placement, emerging technology and the increasingly tricky business of crafting emotional connections. Asides include tales of planned scarcity (like "limited edition" sneakers), examples of broadcasters' waning power and the potential for targeting audiences "at every moment of the day." Though it covers some well-trod ground, there's plenty of sound analysis and prescient advice here (not to mention humor) for forward-thinking marketers.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

Review

"Cutting edge marketing strategies...Outrageous book format." -- History in the Making

"Punk" reads like the insider wisdom your tattooed brother gave during your first nose-piercing session: "Don't show Mom, but the girls at school will dig it." -- Advertising Age

A mix of in-your-face punk flair and practical techniques, Punk Marketing is a manifesto for anyone looking to break away from the old methods and dropkick their sales campaign into the new millennium. -- Manage Smarter magazine

A mix of in-your-face punk flair and practical techniques, Punk Marketing is a manifesto for anyone looking to break away from the old methods and dropkick their sales campaign into the new millennium. -- Sales & Marketing Management

It's about taking risks, yet giving the consumer control of the brand. -- Business 2.0

Richard Laermer and Mark Simmons employ their considerable experience and explain in no uncertain terms the importance of marketing in an environment where the power is shifting from corporation to consumer, and expertly explain why, in today's day and age, "marketing must be both brave and intelligent to succeed." -- Website magazine

Taken together, their anecdotes show that truly original, engaging, and--most important--surprising ads will always prevail, whether they're labeled "punk" or not. -- Business Week

The best book on marketing. I devoured every single word here--and I don't even CARE about marketing! -- Nick Digilio, WGN Radio

These forward-thinking authors wrote the perfect four chord rabble-rousing song in the form of Punk Marketing. It's a new world, and they have some great analysis and advice for marketers and business leaders, who better listen or they will really feel the sting of mediocre or negative publicity that we scream in 4/4 time. -- InBubbleWrap publishing site

This should be required reading for all marketing and advertising people who still think that the world hasn't changed much... -- Technorati --This text refers to the Hardcover edition.

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Product Details

• Paperback: 256 pages
• Publisher: Harper Paperbacks (May 19, 2009)
• Language: English
• ISBN-10: 0061151114
• ISBN-13: 978-0061151118
• Product Dimensions: 9.1 x 7.3 x 0.9 inches
• Shipping Weight: 11.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (30 customer reviews)
• Amazon.com Sales Rank: #479,390 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

5.0 out of 5 stars Should be required reading for all marketers..., December 25, 2006

By	Thomas Duff "Duffbert" (Portland, OR United States) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

This review is from: Punk Marketing: Get Off Your Ass and Join the Revolution (Hardcover)

I got the chance to get an advanced reader copy of the book Punk Marketing: Get Off Your @$$ And Join The Revolution by Richard Laermer and Mark Simmons. This should be required reading for all marketing and advertising people who still think that the world hasn't changed much...

Contents:
Prologue - Welcome to the Revolution: Don't Blame Us, Just Thank Us
1 - The Punk Marketing Manifesto: You Read - We Make Your Life Better
2 - Kill the Middlemen: Do So Before They Kill You
3 - Brand Not Bland: How to Stand Out So That You Are "The Chosen"
4 - Who's Eating Your Lunch?: Make Them Spit It Out
5 - The Sell Phone: Use and Abuse of the Cell Phone for Marketing
6 - The Captive Consumer: Do Not Try This At Home
7 - Now It's Story Time: Art of Making a Case through Storytelling
8 - Leave Me Alone, Will Ya!: Too Much Stuff, Too Little Time
9 - Lies Lies Lies - The Truth About Truth: And Factoids about Facts
10 - As Seen on TV: Place It Baby, Place It
11 - At Last, a Job in Hollywood!: You Are the Content
12 - Game On: No One Is A Loser
13 - It's More Than Just Us: Hard as That Is to Believe
Notes
Index
Last Words

Punk marketing is defined as a rebellion against tradition, an attitude that says the same old thing doesn't work any more. Laermer and Simmons take a irreverent, no-holds-barred look at today's marketing landscape, and how consumers interact with advertising. The days of throwing a 30 second ad on TV and calling it good are over. There are so many media outlets clamoring for attention, and the advertising din has made it nearly impossible to stand out using traditional styles. Furthermore, the old ad agencies no longer hold the power to control the market. TiVOs have reworked the way people view a program, and the odds are high that your audience is fast-forwarding past your multi-million dollar ad budget. Punk marketing looks at how nontraditional methods of marketing are needed to reach your specific markets. Techniques such as viral marketing, cell phone interaction, and product placement in shows and movies are becoming the way to make a mark without just talking louder and longer. But even these avenues are fraught with peril if you don't remember the attitudes of the persons being marketed to. For instance, cell phone interaction can be great if it's participatory. But if you just start sending repeated ads to a cell phone audience, you've sealed your fate. Bottom line... you have to be different in order to be seen, and you *will* make mistakes. But standing pat on the past campaigns are becoming less effective with every passing year.

Even if you're not necessarily involved in marketing, you'll enjoy the attitude of the writers. I was reminded often of Tom Peters' style of writing with even more raw emotion. I knew I was in for a different read when I hit the dedication page... "To everyone who's ever s**t-canned us... and their spouses." That same in-your-face attitude carries through the entire book, and it makes for a compelling read. The fact that they nail the attitudes and habits of today's consumer makes it great...

8 of 8 people found the following review helpful:

5.0 out of 5 stars Part of the Revolution, March 28, 2007

By	M. Fox (San Diego, CA) - See all my reviews (REAL NAME)

This review is from: Punk Marketing: Get Off Your Ass and Join the Revolution (Hardcover)

I highly recommend this book to anyone interested in the rapidly changing marketing norms of today. Not only is Punk Marketing laced with thought provoking humor, delightful illustrations and case study side notes, but the content is worth the purchase alone. This is the first marketing book that I could truly not resist when I saw it at the Atlanta Airport Bookstore, and on top of that, the first marketing book that I had trouble putting down.

Good work Laermer and Simmons. I can't wait to see what is next.

11 of 13 people found the following review helpful:

5.0 out of 5 stars I've been Punkd, March 16, 2007

By	Denise E. Wymore "Culture Consultant" (Port Jefferson, NY) - See all my reviews (REAL NAME)

This review is from: Punk Marketing: Get Off Your Ass and Join the Revolution (Hardcover)

I was on my way to a speaking gig when I saw this book in an airport gift shop. It saved the day. The topic I was supposed to speak on was "Marketing to Generation Y'. I read the book on the plane - underlining and highlighting and devouring it. A couple days later I was on stage.....

Here's how I started my speech:

SLIDE ONE: How to Market to Generation Y.

SLIDE TWO: You can't.

And then I said, "Thank you very much for coming."

All the rules have changed and the authors of this book get it. It is a MUST READ for every marketer in the world right now. Fabulous.