While the Kendrick video never aired, it gained 4 million views on YouTube in a week and was considered a “Super Bowl ad” by many people. During the game, Newcastle tweeted to each brand that advertised, complimenting their ad while linking to YouTube parodies for each ad sketched out in a simple, hand-drawn storyboard format with a narrator pitching the ad #IfWeMadeIt (youtube.com/newcastle).
Scrappy marketing can work for businesses of all shapes and sizes. My wife and I have five kids. Amidst our controlled craziness, we need all of our toilets up and running at all times to prevent any number of domestic disasters. Recently, we had a two-toilet emergency and called Hawkeye Sewer and Drain to come bail us out. After the job, as I was paying the plumber and walking him out of our house, he stopped and asked me, “Do you have a copy of our latest newsletter?” I did not. (Why would I?) Then he handed me a copy of Sewer Science, an informative newsletter printed on bright gold paper featuring engaging articles such as “Is Your Toilet Paper the Problem? How Can You Know?”
Falling into the trap of Checklist Marketing, it would have been easy for the Sewer Man (owner Jeff Waite’s self-applied nickname) to invest tons of money to develop a cool mobile app or direct customers to the latest, greatest social media channel. While the articles in his newsletter all live online as well, he took a chance on producing highly valuable content (seriously—you should read the articles) delivered in print at an incredibly relevant moment. Think about it. Once your problem is fixed and the plumber is out the door, your interest in plumbing wanes considerably.
Marketing snobs could dismiss this as an old-school tactic. However, the strategy behind Sewer Science isn’t just spot on. It’s scrappy. Like Newcastle, the Sewer Man put his brains before his budget and created marketing that was both effective and efficient like the mousetrap.
Marketers of all shapes and sizes can do more with less by getting scrappy. What are you waiting for?
YOUR GUIDE TO SMARTER DIGITAL MARKETING
Remember all of those marketing books I mentioned earlier? Too many examine the why behind these shifts without focusing on the how.
Confession: My name is Nick and I’m a book addict. My office is packed full of bookcases and book stacks. However, there’s one characteristic that unites the books that sit closest to my desk: All are ragged, dog-eared, and chock-full of notes. In picking them up you may find a broken spine where the book flops open to a certain page or a cover that’s on the verge of falling off.
That’s because these books serve as consistent reference points in my day-to-day life as a marketer. The best business books not only teach you a philosophy for thinking about your work, they also arm you with tools and systems to go forth and do that work. My goal with Get Scrappy is to create a valuable resource for you. I hope you break the spine, dog-ear the pages, and write in the margins. Like you would with a valuable handbook or trusty guide.
The challenges you face as a marketer are both strategic and tactical. Both big picture and boots on the ground. You need guiding philosophies as well as practical how-tos. That’s why I’ve organized this book into three parts. Scrappy marketers look before they leap. Part One focuses on the smart steps that you can’t skip if you want to properly ground your marketing. Having a solid strategy is the only way to see past all of the Shiny New Things in our complex digital world. Part Two is about doing the work—specifically, how you can do more with less and overcome the Myth of Big.
Finally, in Part Three, it’s time to measure, manage, and, most importantly, simplify—making your efforts leaner, meaner, and more effective and efficient for the long haul. Then and only then can you avoid Checklist Marketing and target your precious resources on what matters most. Throughout this process, you’ll need to remember the value in seeing ideas everywhere, identifying the ideas you can potentially adapt from outside your industry.
As this book aims to be practical and tactical, each chapter will conclude with “Next Steps” prompts to help you start applying these concepts in your marketing. Remember, I want you to make notes in the book. A useful handbook should look a little banged up and scribbled in. At the end, you’ll also find an appendix featuring a handy reference guide or “scrappy summary,” a list for further reading, and discussion questions for helping you share these ideas with your coworkers, classroom, or reading group.
Get Scrappy will help you:
– Demystify digital marketing today in a way that makes sense for your business.
– Ground your marketing with strategy that lays a foundation for action.
– Build a strong brand with something to say.
– Employ social media and content as a part of your brand’s marketing mix.
– Integrate digital and non-digital marketing touch points in a meaningful way.
The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself.
Now, are you ready to get scrappy? Let’s get started.
OTHER BEST-SELLERS FROM AMACOM
Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale
Sales stories draw people in and actively engage them. Storytelling expert Paul Smith helps salespeople add this potent tool to their toolkit, and get dramatically better results. Based on interviews with sales and procurement professionals at more than 50 top companies including Microsoft, Costco, Xerox, Abercrombie & Fitch, and Hewlett Packard, Sell with a Story explains how stories work, when to use a story to move the sales process along, which ones to always have handy, and how to turn real-life experiences into stories that resonate.
Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition
A quick, encouraging kick in the pants to reignite your marketing mojo, Do It! Marketing combines the big picture “why” with easy-to-follow advice for helping your business conquer the world step-by-step and day-by-day. With nothing left out and nothing assumed, this down-to-earth marketing guide gives you all the strategies, tactics, templates, and tools you need to increase awareness and sales.
People Styles at Work . . . and Beyond
The book reveals the strengths and weaknesses of four different people styles, providing practical techniques that work both on the job and off. Now including all new material on personal relationships, parenting, and more, this is the ultimate guide anyone can use to enhance even the most difficult relationships.
Just Listen: Discover the Secret to Getting Through to Absolutely Anyone
Barricades between people become barriers to success, progress, and happiness; so getting through is not just a fine art, but a crucial skill. Just Listen gives you the techniques and confidence to approach the unreachable people in your life, and turn frustrating situations into productive outcomes and rewarding relationships.
Talking to Crazy: How to Deal with the Irrational and Impossible People in Your Life
Difficult people can make life hard, but a select few can make it hell. The boss with nonsensical demands. The spouse who explodes at nothing. The overly emotional coworker, hostile neighbor, or friend who frequently bursts into tears. Top-ranked psychiatrist and communication expert Mark Goulston unlocks the mysteries of the irrational mind, and explains how faulty thinking patterns develop. His keen insights are matched by a set of counterintuitive strategies proven to defuse crazy behavior, along with scripts, examples, and exercises that teach you how to use them.
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Library of Congress Cataloging-in-Publication Data
Names: Woessner, Stephen, 1972- author.
Title: Profitable podcasting : grow your business, expand your platform, and build a nation of true fans / Stephen Woessner.
Description: New York : Amacom, [2017] | Includes bibliographical references and index.
Identifiers: LCCN 2017010664 (print) | LCCN 2017013242 (ebook) | ISBN 9780814438299 (E-book) | ISBN 9780814438282 (pbk.)
Subjects: LCSH: Internet marketing. | Podcasting.
Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .W64 2017 (print) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2017010664
© 2018 Stephen Woessner
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