Meatball Sundae: Is Your Marketing out of Sync? [Englisch] [Gebundene Ausgabe]

When I deliver keynote speeches and run seminars at companies, I am often asked for advice on how to convince the bosses that the new rules of marketing really work. Frequently people say something like: "My bosses make me prove ROI before I can do this online thought leadership and viral marketing stuff."

My cynical answer is: "What's the ROI of putting on your pants in the morning?"

But then I suggest that people to ask their boss if in the past few months, they've made a product or service decision based on a direct mail piece they received or based on a TV advertisement. (Almost no bosses have). Then I say they should ask their boss if in the past few months they've used Google or another search engine to make a product or service decision. (Virtually all bosses have).

Well now I have something else to suggest. Buy a copy of Seth Godin's Meatball Sundae: Is Your Marketing out of Sync? for your bosses.* Tell them it is an important book. Meatball Sundae will be your tool to help others in your organization to understand what you already get and what you are eager to implement. It will help you to get the buy-in to do the new rules of marketing that you know makes sense.

But first your bosses may need to transform your company.

Meatball Sundae lays out in a convincing manner the transformations that are taking place in business today. These transformations mean that everything needs to be looked at carefully, including marketing. But to just toss new marketing onto the top of obsolete business models is like putting whipped cream and a cherry onto meatballs to make a sundae. (Yuk).

Godin tells a story I really like. Josiah Wedgewood, a potter in England in the 1800's at the start of the Industrial Revolution, was the first to create a factory with a production line and job specialization. He built a showroom and shipped product around the world. And he sold bespoke pieces to royalty but first displayed those fantastic and expensive creations for several months so all could see. (Wedgewood was a marketing genius AND a business pioneer.)

Josiah Wedgewood took advantage of changes in society and technology and changed the way business is done, made millions, and founded a company still famous today. But his brother Thomas Wedgewood stuck to the ways that all potters have worked in the past, barely made a living, and is forgotten today.

Godin says fourteen trends are completely remaking what it means to be a marketer. And while these trends are transforming organizations that have the right approaches, they are crippling the organizations that are stuck with nothing but meatballs. Once again, marketing is transforming what we make and how we make it.

* > If you ARE the boss, you should buy copies for your board members and investors...

If you had a bowl of meatballs and wanted to dress them up a bit before you served them, would you add whipped cream, a sprinkle of nuts, and a cherry on top? A meatball sundae doesn't sound attractive? Seth Godin knows how to write with snappy images to get his ideas across in crisp, concise, and memorable images. The idea of the meatball sundae is used to illustrate old style companies trying to "get with it" by using the New Marketing paradigm without updating anything else. One of the examples he cites is the $40 million Anheuser-Busch spent on Bud-TV to add zero new customers. I am not qualified to judge the appropriateness of the effort or what Bud was after, but I do agree with the author that the goal of all marketing, in the end, has to be to create more customers.

The book has three parts that each consists of multiple short sections that focus on aspects of the topic under discussion. Part 1 is "Thinking About the Meatball Sundae" and takes us through the history of marketing in the US and how it has gone through several upheavals and how those who got their marketing in synch with the new realities won.

Part 2 is "The Fourteen Trends", which discusses the realities of the New Marketing.
They fourteen trends are:

1) Direct Communication and Commerce Between Producers and Consumers
2) Amplification of the Voice of the Consumer and Independent Authorities
3) Need for an Authentic Story as the Number of sources Increases
4) Extremely Short Attention Spans Due to Clutter
5) The Long Tail
6) Outsourcing
7) Google and the Dicing of Everything
8) Infinite Channels of Communication
9) Direct Communication and Commerce Between Consumers and Consumers
10) The Shifts in Scarcity and Abundance
11) The Triumph of Big Ideas
12) The Shift From How Many to Who
13) The Wealthy Are Like Us
14) New Gatekeepers, No Gatekeepers

Part 3 is "Putting It Together" and Case Studies. The Case Studies are short illustrations of how these principles and trends support success or how failure results from ignoring them.

The book is a pleasant read and geared towards those trying to get a handle on what is happening now in the marketplace, especially to entrepreneurs thinking about their marketing efforts. It is written with energy and without academic jargon.

You will know if this book is for you. That is, if you are writing checks for marketing programs for your company, this book is for you.

Reviewed by Craig Matteson, Ann Arbor, MI

Godin does an excellent job demonstrating why "old dogs" (the meatballs) and "new tricks" (the sundae toppings) often fail. His primary 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+ read and is worth your attention.