You have to get me some New Marketing. Bring me blogs, e mail, YouTube videos and MySpace pages. Google AdWords. . . As long as it's shiny, new and in good condition, I don't mind.
Wait. These tactics, according to Seth Godin (bestselling author), are similar to toppings at an ice cream parlor. You can make ice cream taste amazing by adding cherries, hot fudge, and whipped cream. Start with meatballs. . . yuck!
The new tools are irresistible as traditional marketing is losing its appeal. They don't work well for boring brands (meatballs?). They might still be profitable, but they don't draw people to them like Cheerios or Ford trucks, Barbie dolls, and Budweiser. Anheuser-Busch's $40 million investment in BudTV is equivalent to a meatball sundae. This doesn't lead to new Bud drinkers; it just leads to bad indigestion.
Meatball Sundae provides a comprehensive guide to the 14 trends that no marketer should ignore. It provides guidance on how to deal with stories and not facts, about short attention spans and the new math that suggests five thousand people who are interested in your message are worth more than five million others who aren't.
These are not just three teenage entrepreneurs running start-ups that never had a job. There will also be older companies who have successfully adapted, like Blendtec, a 30-year-old blender manufacturer. It produces "Will it Blend?" Videos that destroy golf balls, iPhones and Coke cans. Blendtec was able to reach more than 10 million YouTube viewers for a mere few hundred dollars.
Godin does not pretend it is easy to get products, marketing messages and internal systems in sync. He'll convince you it's worth it.