Seth Godin's Innovative Launch for 'The Dip'
SituationNumber3 — April 5, 2007 — Business
References: sethgodin.typepad & sethgodin.typepad
Ultra-popular marketing author Seth Godin recently announced a tour for his new book - The Dip - with a twist. Godin announced that in order to be able to go hear him speak you would have to buy five copies of his new book, or as he puts it "if you pay $50 to hear me speak, you get five books for free." Either way, it seems to be a good deal to get some personal time with a thinker of Godin's caliber. His reasoning behind the five books? He wants you to give them away. Godin thrives on the voluntary spreading of ideas, so this book deal makes perfect sense. Only a small number of cities have been announced thus far, including Philadelphia, Chicago and perhaps Phoenix, but he promises there are more to come.
Trend Themes
1. Personalized Marketing - Offering a personal experience with an influential author like Seth Godin by purchasing multiple copies of his book is a disruptive innovation opportunity for personalizing marketing strategies.
2. Viral Marketing - Encouraging buyers to give away the extra copies of Seth Godin's book creates a viral marketing opportunity, where the book and author can gain exposure through word-of-mouth.
3. Experiential Marketing - By linking the purchase of multiple copies of Seth Godin's book with the opportunity to hear him speak, it presents an experiential marketing opportunity to engage customers beyond just reading the book.
Industry Implications
1. Publishing - The publishing industry can explore disruptive innovation opportunities by leveraging personalized and experiential marketing strategies to promote books and authors.
2. Event Management - Event management industry professionals can capitalize on the idea of book launches combined with speaking engagements as a way to create unique and engaging experiences for attendees.
3. Digital Marketing - Digital marketing professionals can embrace viral marketing strategies inspired by Seth Godin's book launch to amplify brand awareness and engage online audiences.
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