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UnMarketing

Everything Has Changed and Nothing is Different

By Scott Stratten and Alison Stratten
16-minute read
Audio available
UnMarketing: Everything Has Changed and Nothing is Different by Scott Stratten and Alison Stratten

UnMarketing (2009) lays out a new approach to marketing that goes beyond typical methods like cold calling and ads. These blinks explain how, with the help of new, more sophisticated tools, businesses can build relationships with their customers to engage them in a more natural and effective way.

  • Owners of service-based businesses
  • Marketers looking for new ways to appeal to customers
  • Students of marketing

Scott Stratten and his wife, Alison Stratten, are well-known guest speakers at corporate events all around the world. Scott previously worked as a professor at Sheridan College School of Business. In 2012, he was listed as number five on Forbes’s list of the world’s top 50 social-media power influencers. Together with Alison, who previously ran a maternity lingerie business, he has written four best-selling books, including UnSelling and The Book of Business (UnAwesome).

© Scott Stratten and Alison Stratten: UnMarketing copyright 2009, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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UnMarketing

Everything Has Changed and Nothing is Different

By Scott Stratten and Alison Stratten
  • Read in 16 minutes
  • Audio & text available
  • Contains 10 key ideas
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UnMarketing: Everything Has Changed and Nothing is Different by Scott Stratten and Alison Stratten
Synopsis

UnMarketing (2009) lays out a new approach to marketing that goes beyond typical methods like cold calling and ads. These blinks explain how, with the help of new, more sophisticated tools, businesses can build relationships with their customers to engage them in a more natural and effective way.

Key idea 1 of 10

The best marketing is based on relationships and communication with your customers.

Imagine getting home after a stressful day on the job; all you want to do is relax on the couch with a delivery pizza and your current Netflix favorite. You order dinner and prepare to decompress, but 30 minutes go by, and your pizza still hasn’t arrived. Then it’s been an hour. And then, when the delivery guy finally does show up, he’s brought the wrong order.

Clearly, the restaurant is not doing well and could use a serious dose of unmarketing, a new take on how companies should interact with their customers.

In most companies, marketing is discussed in secret meetings run by specialized departments. But, actually, every single engagement your company has with current or prospective customers, including private conversations about your business, is a moment for marketing.

Just consider the pizza scenario. This actually happened to a customer in Chicago and, unsurprisingly, she complained about the frustrating experience on Twitter. When Domino’s saw her post, they sent a fresh pie and even made a personalized video of the manager apologizing for the mistake – and that video ended up getting over 100,000 views.

This is a great example of how good marketing focuses on interaction. But interaction in the service of what?

Well, your primary focus should be building relationships, specifically those that can last a lifetime. So rather than focusing on attention-grabbing ads, you should spend your limited resources on connecting with customers.

Then there’s the story of the guy who ordered nine pairs of shoes from Zappos for his sick mother because he didn’t know her size. When she eventually passed away, he kept forgetting to return them and, after several weeks, pleaded with the site to take them back.

Zappos arranged a UPS truck to pick them up, refunded the full purchase amount and offered their sincere condolences for his loss. Because of this special treatment, this customer will be loyal for life, spreading the word about Zappos to everyone he knows.

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