A Great Book To Read

I recently read: "The Next Evolution of Marketing" by Bob Gilbreath.  The tagline is: Connect with your customers by marketing with meaning. It took me longer to get through the book than I thought but it is full of real-world examples of how top companies are using marketing with meaning to connect with their customers.  This book demonstrates how marketing can go beyond interruptions and add value to the customers life.

Customers are being bombarded with marketing every day and people are either tuning it out or starting to hate it all together. We delete our spam emails, we change the tv stations when commercials come on, we switch to different radio stations or listen to our iPod avoiding commercials all together, or use TiVo to skip commercials. And the fact is the majority of marketing is ineffective, irritating and dull.  It's not hitting its target market. Advertisers are wasting their money.

Marketing with meaning adds value to their customer's lives and will make them be a more loyal customer if they love your company and the products. The more meaningful they find your marketing, the more they will be willing to pay for your stuff, and the more they will spread the word. Free samples and offers are examples of marketing with meaning, and recently companies are using cause-related campaigns and sustainability messages.

Here are some examples of marketing with meaning from the book:

Michelin Guide: Michelin the company that makes tires gave out the first ever guides for car owners in France with information on auto maintenance, lodging, restrooms and restaurants. This guide created brand awareness for Michelin and a know-how to take on the roads all while wearing down their Michelin tires!!

Nike+ "word of foot" : Nike partnered with Apple to launch a system with a chip in their shoe that was synced with their iPod. It tracks your miles and progress, it gives tips and words of encouragement that is connected to a website that helps you keep track and stay in touch with other runners.

Tylenol PM: They offered samples to a million vacationing customers to help them get a good night sleep. The samples were placed on the pillows of certain hotels for the guests to try.

I highly recommend this book if you are interested in marketing and want to stay in the know of how to reach customers. I hope this is the way all companies go in the future: implementing marketing with meaning. Why not strive to enrich the customers life while increasing sales in the company.


Does anyone have a book I should read? Marketing or good summer book? I read Water for Elephants not too long ago too. I need to see the movie!


-Alicia