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Free Prize Inside: The Next Big Marketing Idea |  |
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Free Prize Inside: The Next Big Marketing Idea | |
Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?
Free Prize Inside delivers those answers and much more. It’s a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But today’s consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovation—a free prize inside.
You don’t have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You don’t have to be a genius—you just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.
We’re all marketers now, no matter what our job titles. With Godin’s help, we can find the free prize that will transform our companies.
--This text refers to the Hardcover edition.
作者简介 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. --This text refers to the Hardcover edition.
媒体推荐 书评
Amazon.com
According to marketing maven and Purple Cow author Seth Godin, the "Television Industrial Complex"--and its nasty habit of interrupting people with advertisements for things they don''t want--is dead. Innovation is cheaper than advertising, advises Godin who defines the "free prize" with diverse examples including swatch watches, frequent flyer miles, dog bakeries, Tupperware parties and portable shredding trucks. He explains "Design matters, style matters, extras matter."
The largest portion of the book is devoted to how to sell an idea to your organization. His specific tactics range from irreverent, (let them pee on your ideas) to practical (how to build a prototype). One standout chapter explains how brainstorming can become boring. His alternative, "edgecraft," involves divergent thinking to add something remarkable to your product. His long grocery list of edges (safety, equality, invisibility, and hours of operation) suggest a genuine marketing manifesto. The ideas are bold and insightful, but can suffer from being presented in less than logical order. The book is also diminished by Godin''s self-marketing, from using terminology in his previous books to naming key ideas after himself. These advertisements are unnecessary. This nervy little volume is bound to mother many inventions. --Barbara Mackoff --This text refers to the Hardcover edition.
From Publishers Weekly
A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godin’s follow up to last year’s Purple Cow argues that the way to make any product a bestseller is to couple it with "a feature that the consumer might be attracted to" whether or not she really needs it or wants it. "If it satisfies consumers and gets them to tell other people what you want them to tell other people, it’s not a gimmick," he argues. "It’s a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define "free prize" thinking: e.g. Apple’s iPod, Chef Boyardee’s prehistoric pasta, AOL’s free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize," "purple cow," "edgecraft") clouds complicated issues and lumps dissimilar processes together. "Fix what’s broken," Godin advocates on one page. "Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godin’s last book, this volume reads like a sugar rush—fast and sweet—and this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now that’s quite a gimmick—er, soft innovation.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
Randall Rothenberg
Seth Godin may be the best intuitive marketer alive today. --This text refers to the Hardcover edition.
Review
Buy this book and use Godin’s ideas to remake yourself, your product, or your company. Then pass it on to your boss or your employees. Tell them they’ve just won a free prize. (Jean Briggs, Forbes)
Godin makes the case for ‘soft innovation’ as the best way to grow a business, instead of relying on big ads or big innovation. He says that anyone can think up clever, useful, and small ideas to make a product or service remarkable, that is, worth talking about. He calls this kind of innovation a free prize because it generates much more revenue than it costs to implement. (Management Consulting News)
Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer . . . and also a clear-eyed visionary with strong and sensible ideas on how the new economy can, should, and will function. (Richard Pachter, Miami Herald) --This text refers to the Paperback edition.
Richard Pachter, Miami Herald
Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer . . . and also a clear-eyed visionary with strong and sensible ideas on how the new economy can, should, and will function. --This text refers to the Paperback edition.
编辑推荐 Amazon.com
According to marketing maven and Purple Cow author Seth Godin, the "Television Industrial Complex"--and its nasty habit of interrupting people with advertisements for things they don't want--is dead. Innovation is cheaper than advertising, advises Godin who defines the "free prize" with diverse examples including swatch watches, frequent flyer miles, dog bakeries, Tupperware parties and portable shredding trucks. He explains "Design matters, style matters, extras matter."
The largest portion of the book is devoted to how to sell an idea to your organization. His specific tactics range from irreverent, (let them pee on your ideas) to practical (how to build a prototype). One standout chapter explains how brainstorming can become boring. His alternative, "edgecraft," involves divergent thinking to add something remarkable to your product. His long grocery list of edges (safety, equality, invisibility, and hours of operation) suggest a genuine marketing manifesto. The ideas are bold and insightful, but can suffer from being presented in less than logical order. The book is also diminished by Godin's self-marketing, from using terminology in his previous books to naming key ideas after himself. These advertisements are unnecessary. This nervy little volume is bound to mother many inventions. --Barbara Mackoff --This text refers to the Hardcover edition.
From Publishers Weekly
A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godin’s follow up to last year’s Purple Cow argues that the way to make any product a bestseller is to couple it with "a feature that the consumer might be attracted to" whether or not she really needs it or wants it. "If it satisfies consumers and gets them to tell other people what you want them to tell other people, it’s not a gimmick," he argues. "It’s a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define "free prize" thinking: e.g. Apple’s iPod, Chef Boyardee’s prehistoric pasta, AOL’s free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize," "purple cow," "edgecraft") clouds complicated issues and lumps dissimilar processes together. "Fix what’s broken," Godin advocates on one page. "Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godin’s last book, this volume reads like a sugar rush—fast and sweet—and this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now that’s quite a gimmick—er, soft innovation.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
