In the press...
In support of the book, Powered, Planned Television Arts and I drummed up a heaping pile of love in the blogosphere but - at the same time - I've been living on the road and working the traditional media for reviews, interviews and coverage.
Most recently - yesterday, in fact - as I was sharing an Atlantic City stage with Nick Bilton (NY Times editor and author of I Live in the Future and Here's How it Works) at a Prudential Douglas Elliman event, Investor's Business Daily featured the book and me in its Leaders & Success column. Visit Investors.com for a nice set of simple no-nonsense tips on how to get started with social media and micromarketing.
And OMG I can't believe I never got around to telling all y'all I was profiled in Bloomberg BusinessWeek way back in September. I spoke with small business editor Nick Leiber about how companies of all sizes can apply micromarketing principles to market smarter and get business done. Nick forgot (oops) to mention the book or my day job but it's a great piece with a nice, plaid-infused photo. Visit BW to give it a read.
PTA also landed a couple of mostly positive publishing industry trade reviews - one from Publisher's Weekly and the other in Library Journal. You can find them on the editorial reviews tab of the book's Barnes & Noble listing (buy the book while you're there), or scan on down the page to read them here...
Publishers Weekly wrote:
In his first book, industry veteran Verdino argues that the gold standard in advertising is no longer the Superbowl spot, but rather DIY viral efforts aimed at generation-Y. Urging companies to "market smarter," Verdino describes how Proctor and Gamble spent millions in a failed attempt to launch an online brand of personalized cosmetics while an unknown make-up artist turned how-to videos on YouTube into a successful partnership with Sephora. Authenticity is key, and large companies are jumping on the brand wagon, developing ingenious methods of connecting with this coveted consumer group. Ford Motors, for instance, hoping to make the Fiesta cool to this generation, loaned the cars to 100 young social media mavens as a means of "building evangelism, generating buzz, and sparking a movement" (drivers were required to compete in themed challenges, like poetry slams and star sightings). It's an interesting glimpse into the persuasive forces of constant contact, and an up-to-the-microsecond guide to new media marketing, but in Verdino's world, every relationship has commercial potential; the idea that there might be a pure human interaction seems never to have occurred to him.
Library Journal wrote:
In this clear, easy-to-read volume, Verdino, vice president of strategy and solutions at the social marketing company Powered, Inc. argues against "intrusive" marketing that interrupts and annoys, such as mass-media advertising and pop-up windows, and in favor of marketing based on trust and relationships. Although Verdino sometimes repeats himself, he accompanies his thoughts with a variety of enlightening examples from companies large and small, demonstrating the components of successes and failures and showing how a company can build brand awareness through authentic campaigns that target well-connected customers or through highly attentive customer service. The last chapter invites reflection on each previous chapter through open-ended questions and space to respond; Verdino provides his email address and other ways for readers to obtain further guidance. VERDICT Recommended for its extension of "buzz marketing," but it might overlap with Shama Hyder Kabani's The Zen of Social Media Marketing. However, while Kabani's book seems better suited to practitioners, Verdino's illustrative examples would appeal to both practitioners and academic libraries.—Heidi Senior, Univ. of Portland, OR
Have you read the book (or even just attended a presentation based on it)? Here are just a few ways you can share your opinions and feedback:
- Leave a comment right here.
- "Like" the book on Facebook then post your thoughts to the wall or in the "your reviews" topic on the discussions tab; upload your photos with the book too.
- Tweet a key idea or two, using the #micromktg hashtag.
- Visit your favorite online bookstore and post a full review and rating there.