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Ice to the Eskimos: How to Market a Product Nobody Wants [Hardcover]

Jon Spoelstra (Author)
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Ice to the Eskimos: How to Market a Product Nobody Wants + Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts! + Sport Marketing - 3rd Edition
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Editorial Reviews

Amazon.com Review

Lessons drawn from the world of sports have long proven applicable to the world of business. Jon Spoelstra, who pushed sponsorship and fan revenue to unprecedented heights for the lowly New Jersey Nets basketball franchise, shows how to put big-league marketing expertise to use off the court in Ice to the Eskimos: How To Market a Product Nobody Wants. His 19 "jump-start ground rules," sprinkled liberally with sports anecdotes, are designed to apply to any product or service.

Review

"A superb book. I couldn't put it down. I kept quoting it to everyone I ran into. Spoelstra knows his stuff and has a proven, no-baloney message for all of us." -- Tom Peters, author of In Search of Excellence

"Spoelstra has a very creative marketing mind. Everyone can learn something from reading his book." -- Philip H. Knight, chairman and CEO, Nike

"There are so many fresh marketing ideas...that it will jump-start any company, whether it be a two-person lemonade stand or mega corporation." -- Harvey Mackay, author of Swim with the Sharks Without Being Eaten Alive
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Product Details

  • Hardcover: 288 pages
  • Publisher: HarperBusiness; 1 edition (May 9, 1997)
  • Language: English
  • ISBN-10: 0887308511
  • ISBN-13: 978-0887308512
  • Product Dimensions: 8.5 x 5.9 x 1 inches
  • Shipping Weight: 15.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: #63,836 in Books (See Top 100 in Books)

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Jon Spoelstra
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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Inside This Book (learn more)
First Sentence:
I've spent almost twenty years as an executive for teams in the NBA. Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
jumpstart marketing, nonfixed expenses, peseta bill, ticket salespeople, product that nobody, budding superstars, ticket salesperson, pro sports team, peseta coin, bigger customers, box office manager, sponsorship sales, ticket package, crazy money, terrorist team, marquee players, season ticket holders, product that the customer, seat locations
Key Phrases - Capitalized Phrases (CAPs): (learn more)
New Jersey Nets, New York, Portland Trail Blazers, Supreme Court, Simple Test You Can Take, Michael Jordan, Billy Ray, East Rutherford, United States, Big Bank, Burger King, Jon Spoelstra, Swamp Dragons, White Castle, Harley Davidson, Los Angeles, Blazer Music, Chicago Bulls, Derrick Coleman, Nike Nets, Wall Street, Denver Nuggets, Giants Stadium, Meadowlands Arena, The Shaq
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4.9 out of 5 stars (16 customer reviews)
 
 
 
 
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8 of 8 people found the following review helpful:
5.0 out of 5 stars Ice to the Eskimos, October 8, 2000
By A Customer
This review is from: Ice to the Eskimos: How to Market a Product Nobody Wants (Hardcover)
I run a small company with almost 100 employees. My background is finance so you can think of my surprise when I received this book as a gift. I've always thought that marketing was part voodoo and part bull. But, I decided to read just one chapter of this book. That led to another chapter, then another. Then I started to SEE and UNDERSTAND marketing. We initiated some of Spoelstra's ideas to fit our company and we received almost immediate big results. I see... Spoelstra has another book coming out next year. I personally will try to be the first one to buy it.
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7 of 7 people found the following review helpful:
5.0 out of 5 stars Superchage your marketing campaign!, April 21, 2002
By Adam F. Jewell (Pittsburgh, PA USA) - See all my reviews
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This review is from: Ice to the Eskimos: How to Market a Product Nobody Wants (Hardcover)
Eskimos have all the ice they need and presumably don't perceive the need to get any more, let alone buy it. Joe Spoelestra illustrates how to take that ice and turn it into something desirable (a Slurpee) for example, or bundle it with something that makes it desirable - a sled and a lift to create an experience to sell.

Joe details his experiences, primarily in sports marketing. They are especially applicable to those in the entertainment and service industries but can be applied in virtually any industry. The book is full of new ideas, fresh insights, and ways to repackage that which nobody wants in such a way as to change the customers' perception of value and create a compelling value proposition.

The book is much better than this review. :-) Pick it up, read it, enjoy it and act on it. "Ice to the Eskimos" will give you fast easy ideas that can be used to jump start your business!

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6 of 6 people found the following review helpful:
5.0 out of 5 stars How to market products that nobody wants, July 7, 2001
By John C. Dunbar (Sugar Land, TX United States) - See all my reviews
(REAL NAME)   
This review is from: Ice to the Eskimos: How to Market a Product Nobody Wants (Hardcover)
The author starts with damaged goods, typically a sports franchise that is not winning. He then applies great thinking and action to turn around their sales.

The author tells you lots of stories of his successes and then describes the techniques that he used. There's lots of practical advice here.

He has just released another book, "Market Outrageously", in 2001. I have just finished reading the new one, and read this older one when it came out about 3 years ago. In some ways this older, original book has more material. However, the newer book adds to this information and has enough new material to make the purchase worthwhile. If you are a marketing professional, or a business owner, you should buy both.

Or, buy the newer book first, then if you like the style and information, then buy this older book to supplement the first.

You can also see my review comments for "Marketing Outrageously" in that book's review section.

Both books are fun and easy to read. In both books you'll be totally absorbed in the material.

The author has strong opinions and has produced strong results. So I rank this book as "highly recommended."

John Dunbar

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Most Recent Customer Reviews

5.0 out of 5 stars Great Marketing Primer for Any Industry
This is the best book on marketing I have ever read. Since the first time I picked it up more than 9 years ago (it was published in 1997 but I found it on clearance at a Book... Read more
Published on November 3, 2007 by Bridget (Weide) Brooks

4.0 out of 5 stars Straight-forward marketing explained plainly
Spoelstra's sub-title, "How to Market a Product Nobody Wants," is a bit of a misnomer. For me, that conjers up the negative stereotype of the salesman/marketer tricking you into... Read more
Published on March 30, 2005 by M. Strong

5.0 out of 5 stars Tell-Like-It-Is Marketing
Jon Spoelstra has come out with a marketing guide that will help every marketer become more successful. Read more
Published on May 29, 2004 by Robert L. Choat

5.0 out of 5 stars a new bible to everyone
It is an excellent book. If you are new to marketing technique, you'd have a very good lesson by reading this. Read more
Published on September 7, 2001 by Davira

5.0 out of 5 stars Become an Innovative Jump-Start Marketing Genius!
This book by Jon Spoelstra is by far the top book on marketing I have ever come across. He brings together so many fundamental truths in this easy to read format, that you can't... Read more
Published on August 6, 2001 by Michael Delaware

5.0 out of 5 stars ICE TO THE ESKIMOES:How to Market a Product Nobody Wants
This author has done a great job in explaining in detail how to market something that not everyone wants. Read more
Published on April 4, 2000 by Gina Hinds

5.0 out of 5 stars Get This Book, TODAY!
Jon Spoelstra has written the best marketing I have found. Aside from the wonderful real-life examples, Jon's explanations and analysis MAKE SENSE! Read more
Published on February 22, 2000 by A.A.W.

5.0 out of 5 stars Hands down...the most practical marketing book I've found!
Spoelsta's book is filled with examples of great tried-and-true marketing programs! Definitely a creative mind who encourages others to "think outside the box".
Published on August 11, 1999

5.0 out of 5 stars Not just things to do, but how to do them.
Spoelstra does not just throw out wild concepts, he shows you the actual application of the plan. This book can help you achieve results in any arena, not just those used in the... Read more
Published on June 12, 1998

5.0 out of 5 stars Outstanding for all fields
I find this book extremely useful. It cuts to the heart of the matter in a no-nonsense way, with techniques you can readily use to market ANYTHING. Read more
Published on August 20, 1997 by frech-fried-steals

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