- Hardcover: 256 pages
- Publisher: Portfolio (December 27, 2007)
- Language: English
- ISBN-10: 1591841747
- ISBN-13: 978-1591841746
- Product Dimensions: 5.5 x 1 x 7.5 inches
- Shipping Weight: 10.6 ounces
- Average Customer Review: 72 customer reviews
- Amazon Best Sellers Rank: #1,303,494 in Books (See Top 100 in Books)
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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.
About the Author
Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. He’s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.
Top customer reviews
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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 ;-)
"The 'operating system' for marketers is now fundamentally changing. It doesn't matter how big your market share is today. If your product and your marketing are optimized for the older model, you will be defeated by the relentless tide of the New Marketing and the products and services that are designed for it." (p 182)
I hope companies with traditional models are heeding this advice, because it's only a matter of time before those models are Model T's.
"Meatballs" are average products made for average people. "Sundaes" are the new online marketing tools we see evolving and morphing by the day. You can't market meatballs with sundaes because New Marketing is all about quality and niches. The meatball model doesn't mix with the medium of the Web.
Godin tries hard to make his case, using several fascinating case studies and examples of how companies in the most mundane industries imaginable (blenders and notebooks, for example) have thrived by adapting their model to the New Market and then putting together smart sundae strategies.
For all his eloquence,lucidity, and credibility, Godin himself sounds a bit uncertain as to whether he possesses the necessary skill to make his case, going for a hard sell close in the final pages. Boy. If he thinks it's a tough sell, that should give one pause.
Despite the mounting successes scored by companies that embrace New Marketing, much of the business world is oblivious. While in some sectors YouTube is driving big sales, in many more sectors it is viewed as a mere source of personal entertainment. Blogs may be building loyal customer communities for some manufacturers, but for many more, blogs remain an utter mystery.
This book is must reading for business owners and high level execs, no matter what the business or its size. It's an attempt to explain the new marketing imperatives and why you must change your business and embrace them. Its message is similar to that of The Cluetrain Manifesto: The End of Business as Usual, only told more politely, with less ideology and more practical illustrations.
Godin does an excellent job demonstrating why "old dogs" and "new tricks" often fail. His premise is that the techniques of Old Marketing (that is, interruptive marketing such as billboards, tv ads, and so forth) is dying, if not already dead. The problem for the adherents of Old Marketing is that they are unable to sync New Marketing innovations with their mass market products. They have been too focused on mass media, instead of consumer-to-consumer word of mouth marketing approaches. He then skillfully lists about a dozen other out-of-sync issues. The problem is that our societal changes and product individualization expectations have resulted in the consumer longing for altogether new (innovative) products through these New Marketing channels. We no longer want the built-for-everyone solution -- even if the maker starts a blog or other viral messaging about the item.
I feel Godin does a great job of bringing together a number of key issues presented in some of his earlier works (such as Permission Marketing), as well as telling authentic stories (pick up "All Marketers are Liars" by Godin or "Why Johnny Can't Brand" by Schley and Nichols), along with some of the recent word of mouth marketing writings (such as "Word of Mouth Marketing" by Sernovitz and "Buzzmarketing" by Hughes). For good measure, "Make it Stick" is a great discussion of what makes certain events and ideas have lasting impacts on our psyche.
It is clear that Godin does not put forth his ideas as easy -- largely due to the decades (even centuries, if you consider his Wedgwood example) of established marketing tradition, and the mega billion dollar machine that keeps the entire system going -- regardless of its increasing ineffectiveness. Nevertheless, Godin will make you a true believer in the need to make the changes -- not just to endure, but to thrive.
This is an A+ CD and is worth your attention.
Most recent customer reviews
That said, a minor bug in the Kindle version (as of April 18 2017).Read more
I just finished and I feel a bit lost.Read more