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Meatball Sundae: Is Your Marketing out of Sync? Hardcover – December 27, 2007
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From Publishers Weekly
Godin's latest business handbook (after Small Is the New Big and The Dip) revisits some of his most popular marketing advice, while emphasizing that it can't just be applied willy-nilly. In past decades, he says, companies were able to get rich by making average products for average people, but those markets have long since been sewn up; mass is no longer achievable [or] desirable. Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you're just putting whipped cream on a meatball. Godin has a perspective on everything from blogs (don't bother unless you really have something to say) to the long tail (if it's as valuable to your company as the top sellers are, why aren't you paying more attention?). His arresting conversational style is sure to once again set the business world talking. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
"Godin…is a clear-eyed visionary with strong and sensible ideas on how the new economy can, should and will function."—Miami Herald (Miami Herald )
Godinis a clear-eyed visionary with strong and sensible ideas on how the new economy can, should and will function.Miami Herald (Miami Herald )
[Godin's] arresting conversational style is sure to once again set the business world talking. - Publishers Weekly (Publishers Weekly ) --This text refers to an out of print or unavailable edition of this title.
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Top customer reviews
Lots of wonderful ideas with regards to the web, marketing and other sub-disciplines come out from the United States, that is a fact. Many of them come out from Seth's head, no question about it. Some ideas travel around the globe with incredible speed, whereas others take their time to put down roots.
In Italian speaking Southern Switzerland (where I live) and Italy web 2.0 and digital marketing started to surf the waves a couple of years ago (yeah, I am exaggerating a bit on the timeline.. it was last year) but it is still a mystery to many.
Seth, in a chef de cuisine's shoes, argues that mixing up two perfectly good items (meatballs and sundae) that do not go well together will result in a disgusting and ineffective receipt. This is the case of traditional marketing and new marketing.
His masterful use of metaphors and his riffs on change, advice, insights and real life examples make this book worth reading for all those interested in re-inventing their organizations and themselves.
As usual, a clever book from a smart author.
All the best,
“Meatball Sundae,” is the combination of the “meatball,” which are the products that people need, or the items that used to be marketed using old marketing techniques, and “sundae” which are the toppings, or the new marketing techniques, including social media and permission marketing. New marketing requires more than just a meatball to succeed; it requires fresh, new innovations. The combination of meatballs and the toppings lead to an outcome that isn’t necessarily pleasant. Seth Godin’s Meatball Sundae is directed toward business owners, marketing professionals, and executives, regardless of the size of the business, who are responsible for the marketing mix. Godin believes that traditional marketing techniques are disappearing to make room for the new and improved marketing techniques. He outlines fourteen points that marketers need to take with them into the future. Within the first few pages, his first piece of advice is, “Realize that most businesses are still living in 1964. Time to get in sync with the New Marketing.” This is a belief that is well supported throughout the book.
One of Godin’s main arguments is that marketers are stuck in a rut of using Old Marketing tools, which includes spam, marketer-to-consumer communication, expensive costs for marketing, and product lines that are limited by factories. Godin understands and explains the huge difference between Old Marketing and New Marketing. The New Marketing is drifting towards consumer-to-consumer communication, product lines that are only limited to imagination, stories, and community support. His objective is to show why New Marketing is the right direction for marketing professionals to take. This leads him to present his “Fourteen Trends”. Godin gives adequate examples for each of his trends, and gives great examples of why the Old Marketing does not work any longer, and relevant examples of companies where the New Marketing helped them flourish. I think that Godin’s trends all make sense and are understandable and easily translated to your day-to-day business. His arguments make you contemplate why some companies failed, while others have bloomed into million dollar corporations. The trends varied across the New Marketing techniques.
There are many good, relatable examples in the book. For example, in trend nine, “Direct communication and the commerce between consumers and consumers,” which describes how consumers will inform each other about their experiences with a particular product, and build a group that can cause organizations to provide more of what consumers want and need. Consumers are also now able to directly sell to one another. His main example, eBay is a company that has allowed consumers to have the power to become producers, by selling directly to one another. His describes two men, one who is able to sell computers that he built himself and the other who sells train parts to consumers across the United States. eBay has taken advantage of the new marketing and allowed consumers to sell products to other customers without the risk and expense of having to set up a brick and mortar business.
In trend ten, “The shifts in scarcity and abundance,” describes that you need to shift focus when common items become scarce. Godin believes that companies need to leverage the new scarcity, such as spare time, attention, and trust. Godin uses Wegman’s as an example for spare time, stating that they are increasing shelf space for prepared foods, for those families that do not have spare time to produce a home-cooked meal on a daily basis throughout the week. Companies need to know and adjust to the changing needs of their consumers.
I believe trend two is one of the most important trends that marketers should really focus their attention on, “Amplification of the voice of the consumer and interdependent authorities.” Godin shows the power of the blog, saying that blogs turn readers and viewers into writers. The goal for companies is to give consumers what they want, and provide them with something to discuss. Godin states, “Every business has its 1 percent. Every business has a group of customers so motivated, so satisfied, and so connected that they want to tell the rest of the world about you and what you do.” This shows the power of the consumer to be able to spread their ideas, and with companies like Digg.com, which amplifies the popular blogs on a main website, blogs are becoming more widely used since they are such a powerful way to spread the word on how customers really enjoyed (or maybe not enjoyed!) an experience.
All of Godin’s trends add up to a marketing strategy that cannot be ignored by CMOs, and he does a really nice job of relating them to well-known companies that have done exceptionally well. To finalize his points, Godin evaluates Disney’s Old Marketing techniques and questions them with his New Marketing trends, driving home the need for forward thinking marketing. He made some compelling points when relating Disney’s marketing strategies with each trend in the previous chapters.
Meatball Sundae is an easy read, and provided numerous examples, which help to paint a picture of why companies need to adopt these practices. Each trend flowed nicely from one to another, and the ending stories truly wrapped everything together. Times are changing, so is the way products are presented to consumers. This means that the way companies look at consumers’ needs has to change as well. The book was very enjoyable and I highly recommend it. Godin uses great examples of companies that many consumers, like myself use. I also believe it is important for a consumer to understand their own power, and what marketers are doing to achieve their attention.
That said, a minor bug in the Kindle version (as of April 18 2017). The entirety of the "14 trends" section is repeated just before the Case Studies section. Just an odd glitch, but a bit distracting.
The examples Seth gives points you in the right direction, but at the end of the day the ideas you will need to come up with will be your own and not his.
You will still have to find your own way to cut through the social media jungle out there.
I can't really complement the chef on this concoction as it does take a bit of chewing over and a little bit to digest.
I just wonder what sort of meat was in Seth's meatballs, as I'd hate to think he was flogging a dead horse here ;-)
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