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UnMarketing: Stop Marketing. Start Engaging.

UnMarketing: Stop Marketing. Start Engaging.


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About the Book

From one of the leading experts in viral and social marketing-market your business effectively to today's customers For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves? UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create such a relationship with your customers, and make yourself the logical choice for their needs. Shows how to create a mindset and systems to roll out a new, 21st century marketing approach Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

Table of Contents:
Introduction xi 1 Hierarchy of Buying 1 2 A Word on Experts 4 3 Trust Gap 7 4 Restaurant That Didn’t Get It 11 5 Cold Calling 15 6 Aiming Your Company at the Bottom of the Barrel 17 7 Pull and Stay 22 8 Reasons Why Companies Don’t Use Social Media 25 9 Social Media (Social Currency as Well) 27 10 Twitter versus Facebook versus LinkedIn versus Googleþ 30 11 Social Media Platforming 36 12 HARO—Platforming Example 42 13 The Game Has Changed: Immediacy and Relevancy 44 14 Publicized Customer Service 47 15 Don’t Bank on the Bold 53 16 Seven Deadly Social Media Sins 55 17 How Twitter Changed My Business 63 18 Tassimo 69 19 Local Twitter 73 20 Domino’s—Word of Mouth: Mouths Are Moving . . . 77 21 Naked Pizza 80 22 Don’t Feed the Trolls 82 23 Tweetathon 85 24 Your Website—Old School versus New School 88 25 Captchas 99 26 Experience Gap 102 27 Raising and Keeping the Bar High—Cirque 105 28 Stirring Coffee 108 29 Experience Gap for Small Biz 115 30 Using Stop Start Continue 118 31 Zappos 121 32 Rockport 126 33 FreshBooks 129 34 Why You Can’t Learn From Millionaires 132 35 Transparency and Authenticity 135 36 My Transparency on Twitter 137 37 Your Transparency on Twitter 139 38 Affiliates 141 39 Testimonials 143 40 Best Sellers 145 41 Why Being a Work-at-Home Mom Is Bad for Business 147 42 Hello? Walmart? 149 43 Idea Creation 151 44 Idea Delivery 154 45 Doing In-Person Seminars 159 46 Tele-Seminars 164 47 Tele-Summits 168 48 How and Why I Created a Summit Ebook Instead 171 49 Viral Marketing 177 50 Undercover UnMarketing 201 51 Putting It Into Practice 207 52 Lush 210 53 Trade Shows 212 54 Social Media at Trade Shows 221 55 UnNetworking: Why Networking Events Are Evil 223 56 The Awesomeness of Being a 2.0 Author 227 57 The UnTour 231 58 The UnEnd 234 Acknowledgments 237 Index 241

About the Author :
SCOTT STRATTEN is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing—and just plain old good conversation. Visit UnMarketing.com SCOTT STRATTEN is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing—and just plain old good conversation. Visit UnMarketing.com


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Product Details
  • ISBN-13: 9780470646854
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Language: English
  • Sub Title: Stop Marketing. Start Engaging.
  • ISBN-10: 0470646853
  • Publisher Date: 06 Aug 2010
  • Binding: Digital (delivered electronically)
  • No of Pages: 272


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