Author: Seth Godin
Country of origin: United States
Release date: December 2007
First published: 2008
Genre: New media marketing
Publisher: Portfolio (a member of the Penguin Group USA Inc.
I must admit that the first thing about this book that caught my attention was the title. The quirky combination of words immediately caught my interest. I mean, no person in their right mind would combine the two components, so I decided to give the book a chance.
As you flip open the book, Seth Godin explains that a Meatball Sundae is a messy, disgusting and ineffective marketing approach and the result of combining two marketing aspects that have nothing in common.
Godin’s metaphor of meatballs is used to describe the basic staples of marketing, the things people need, the products or services which used to be marketed quite effectively with television adverts and other mass-market techniques.
Godin explains in the book that companies are all trying to catch on to the hype of the New Marketing revolution but often fails dismally. He states that what often happens when companies force sundae toppings onto meatballs is one big marketing failure. His suggestion to fixing this problem is for organisations to stop producing the same tried and tested items and to create something fresh and new which can be complemented by new marketing.
What I enjoyed most in reading this book is Seth Godin’s quirky sense of humour. His relaxed and informal writing style makes this business book a joy to read and it also helps you to remember what you read and to internalise the point he is trying to make.
In his introduction for instance Godin writes: “You think I’d learn a lesson. My short books sell much better that my long ones. So why not make this book really short? Two reasons. First, because there’s a lot of juicy stuff here, tactics you can use right now, stories that can inspire change. Second, because I’m asking a lot out of you once you’re finished reading.”
The book is divided into three parts, part one is titled: Thinking about the Meatball Sundae and explains the world of marketing, first as it was with a brief and interesting history, and then continues to paint a picture of the current marketing environment.
The second part of the book focuses on the fourteen trends that are remaking what it means to be a marketer. The trends are explained and discussed with relevant examples of how they have been implemented in companies and how they changed those companies for the better.
The fourteen trends as listed in Seth Godin’s book 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 increase
4. Extremely Short Attention Spans due to Clutter
5. The Long Tail
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
The final part of the book is aptly titled Putting It Together where Godin explains that though the fourteen trends may seem contradictory, or too diverse it is important to leverage at least a few of them in an organisation. He then provides practical examples of how this has been done.
Godin concludes the book with the message: “if New Marketing can be characterized by just one idea it is that ideas spread through groups of people are far more powerful than ideas delivered at an individual”.
If you’re still not sold on this amazing book that will revolutionise your perspective on New Marketing, then check out some other reviews.