Meatball Sundae
February 27, 2008
“Meatball Sunday” stirred up most of my beliefs about successful marketing. I enjoyed Seth Godin’s book and I wonder if I ever tried to fix Meatball Sundaes for my small business customers. Maybe we as marketers try to cover up Old Marketing with whipped cream and put a cherry on top?
New Marketing leverages scarce attention and creates interactions among communities with similar interests. In other words: if you want your product to be successful, you need to build a community around it. In addition, every product or service becomes a form of media through storytelling and interaction. Dreamers, be aware - the triumph of big ideas will continue. Forget the command-and control approach to the creation and spread of ideas.
The important part of New Marketing - permission marketing is not up to the person sending marketing messages. Permission does not exist to help the marketer. The moment the marketing message ceases to be anticipated, personal, and relevant – doors close in front of the marketer. Permission exists to help the consumer, and can’t be sold or bought. In a market where everyone is a critic, there is a constant need to create products and services that appeal to and satisfy critics.
“Meatball Sundae” focuses on 14 trends no marketer can afford to ignore. It explains what to do about the increasing power of stories and shortened attention spans.
———Gotta get me some of that New Marketing. Give me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords…I don’t care as long as it’s shiny and new.
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