- Gebundene Ausgabe: 256 Seiten
- Verlag: Portfolio Hardcover (11. Mai 2004)
- Sprache: Englisch
- ISBN-10: 1591840414
- ISBN-13: 978-1591840411
- Größe und/oder Gewicht: 18 x 13,5 x 2,5 cm
- Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen Alle Rezensionen anzeigen (1 Kundenrezension)
- Amazon Bestseller-Rang: Nr. 446.639 in Englische Bücher (Siehe Top 100 in Englische Bücher)
Free Prize Inside: The Next Big Marketing Idea
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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
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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Einleitungssatz
If you were like me, you nagged your mom to buy the cereal with the free prize inside. Lesen Sie die erste Seite Ausgewählte Seiten ansehen
Buchdeckel | Copyright | Auszug | Stichwortverzeichnis | Rückseite
If you were like me, you nagged your mom to buy the cereal with the free prize inside. Lesen Sie die erste Seite Ausgewählte Seiten ansehen
Buchdeckel | Copyright | Auszug | Stichwortverzeichnis | Rückseite
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Rezension bezieht sich auf: Free Prize Inside: The Next Big Marketing Idea (Gebundene Ausgabe)
If your organization needs to jump-start its creative processes, this accessible book may be helpful. It's broad enough to apply to all industries and has enough examples to provoke some serious thinking. Yet, Seth Godin, also the author of other zippy marketing books, sometimes gets carried away with his own evangelism and coinages (e.g., "edgecraft" for finding innovative product additions at the fringes of your current offerings). Still, Godin's thesis that small improvements and "soft" innovations can reap big benefits rings true, as his many examples make clear. His discussion about why ideas need champions, and how to be one, is also powerful. So if you want your marketing or product development staffers to juice up their creativity, we say this light little book might inspire them to think differently.
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