Book Review: The Next Evolution of Marketing
Written on July 23, 2010 by admin
Just finished a great book by Bob Gilbreath. The Next Evolution of Marketing is one of the better marketing books I’ve read over the past few years.
I stress the importance of creating value through marketing to my clients. Gilbreath would agree with me. He talks about marketing with meaning, by which he means:
- Inviting consumer participation
- Improving lives (and getting business in return)
- Offering value-added benefits
- Giving great service
- Focusing on the meaning of the message
It’s not about shoving a message down consumers’ throats. Gilbreath says: “Meaningful marketers never push. They invite prospective customers in by creating marketing that appeals to the higher unmet needs in their overall lives.”
How to Market Meaningfully
It’s great to wax poetically about caring about the consumer, but how do you really market meaningfully?
Gilbreath talks about the success of firsthand experiences of products. He says that samples of products are one of the most effective ways to turn on consumers to a product. Who doesn’t want to try that new juice at the supermarket?
He also talks about how loyalty programs can be effective if done right. But they’ve got to be simple and they have to deliver what’s promised.
Giving information is another great marketing strategy. This is one I’m a huge proponent of. People are searching Google every day for information. What if your company provided it?
He’s got tons of more ideas that will get the wheels churning for you. I highly recommend this book.
If you enjoyed this post Subscribe to our feed
