By Jon Spoelstra

ISBN-10: 0061446904

ISBN-13: 9780061446900

You.
That's correct. YOU.
You've obtained a problem.
You've obtained a product that isn't first in its class.
It's now not even second.
You've acquired to discover the way to marketplace that product.

What Are You Going To Do?

You're going to learn this publication, that is what.

Let's face it. There comes a time within the lifetime of each company whilst a services or products doesn't promote as much as expectations.

Maybe your product is outdated. Or hasn't been located accurately. Or is competing in a crowded marketplace. regardless of the cause, Ice to the Eskimos is devoted to assisting you reclaim that misplaced flooring. it truly is approximately taking a services or products and turning it right into a winner. If you will have a product that's not the easiest in its box, then you definately will love Ice to the Eskimos. Take the rules Jon Spoelstra writes approximately and run tough with them—you'll be surprised via the results.

Written through the previous president of the hapless New Jersey Nets, Jon Spoelstra is the fellow answerable for tripling that team's lagging sales in precisely 3 years and extending the season-ticket holders base by way of 250 percentage. This man is familiar with what he is speaking approximately. What every body else had noticeable as a misplaced reason, Spoelstra observed as a very good chance to reawaken a drained and crushed product to accomplish remarkable profitability.

Not only for activities sellers, this energetic, enjoyable booklet effectively makes the leap from activities to no matter what your product will be. The ideas Spoelstra perfected whereas operating for groups within the NHL and NBA—from cutting edge packaging to photo overhaul—apply to any product in any corporation. the various successful examples are certain to make Ice to the Eskimos a must-read for somebody with a services or products to sell.

Ice to the Eskimos is bound to be an fast advertising and marketing vintage. it is going to convey hundreds of thousands of readers find out how to marketplace their product...sometimes even after they have given up wish. through the use of the robust recommendations during this e-book, it's also possible to discover ways to in attaining the very unlikely and industry ice to the Eskimos.

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Additional resources for Ice to the Eskimos: How to Market a Product Nobody Wants

Example text

Then he had himself strapped to the mast so that he could not get free. Thus he heard the song—it drove him momentarily crazy—but he didn’t crash on the rocks and die. So let’s say that you heard the siren song of Manhattan. You saw the World Trade Center. You went to Trump Tower. You caught a play on Broadway. You experienced the thrill of a lifetime barreling down Third Avenue in a cab. Sure, you were thrilled to hear the siren song of New York City, but more importantly, your crew didn’t. You had put wax in their ears, and after hearing the siren song, you safely sailed on, the song becoming a distant memory.

This chapter may seem a little silly to you. After all, every company knows who they are, right? Wrong. Even the mega-companies can lose their identity along the way. How about General Motors? Roger Smith, GM’s chairman at the time, seemed to be fashioning General Motors as more of a holding company than a company that builds cars and trucks. The car and truck business suffered. Any business is lured by sirens, and under the spell of the siren song, any company can lose the focus of what they are and who their market is.

I use many examples from the world of marketing a sports team to illustrate my principles of jump-start marketing. Does this mean you have to be a sports fan to appreciate these marketing principles? Of course not. Don’t mistake this book as a sports marketing book. After reading this book, you won’t be able to run away and join a pro sports team. What you will be able to do is take the ideas and principles of jump-start marketing and quickly adapt them to your particular field. If you are indeed a sports fan, I think you’ll agree that the examples in this book are more fun to read—and the ideas can be more adaptable—than if I were writing about how to market steel or fertilizer, or sweat socks.

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Ice to the Eskimos: How to Market a Product Nobody Wants by Jon Spoelstra


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