UnMarketing. Stratten Alison

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      Cover image: © iStock.com/Tomasz Pietryszek

      Cover design: Michael J. Freeland

      This book is printed on acid-free paper.

      Copyright © 2017 by Scott Stratten and Alison Stratten. All rights reserved.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey

      Published simultaneously in Canada

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      ISBN 978-1-119-33500-9 (cloth)

      ISBN 978-1-119-33602-0 (ePDF)

      ISBN 978-1-119-33603-7 (ePub)

      INTRODUCTION

      “Good afternoon!”

      It was the start of an exchange that would set off a chain of events and would shift our opinion of a billion-dollar establishment with one simple act. Let us explain. It's no secret we “enjoy” Las Vegas. After going there 15 times in the past four years, we consider ourselves unofficial tour guides and residents of Sin City.

      A place that you definitely cannot miss on the strip is the Wynn – very fancy, very pretty, and very expensive. Because the place cost $2.7 billion to build, we assume selling 99-cent hot dogs isn't going to make that money back. We really didn't care about the Wynn – not in a negative way, it just wasn't on our radar. After getting comfortable staying at MGM Grand, the Venetian, and other places, we didn't really see a need to change, until that Saturday.

      We had a meeting at the Wynn during the BlogWorld conference. We strolled in through the majestic doors. As soon as we walked in, we spotted a man (Wes) using a large carpet-cleaning machine. He wasn't in our way, so we really thought nothing of it, but he thought differently. He stopped what he was doing. He looked up and smiled. Not one of those “it's part of my job to smile” ones, but a genuine, warm, authentic smile. And then he said, “Good afternoon, and welcome to the Wynn, please enjoy your day,” all the while looking us right in the eye, like it was his mission to ensure that we knew he meant business.

      His welcome changed our entire perception of the Wynn. Almost $3 billion went into making this mega-casino resort, and it was one guy who made us want to stay there. He made us want to tell the world about it – made us want to blog about it. The carpet-cleaning dude. We have passed hundreds of people cleaning in casinos in Vegas, but we've rarely been given eye contact, and not once felt welcomed. As a matter of fact, we have never, ever been greeted like that by anyone in Vegas. It is wonderful and sad at the same time. This gentleman, who made us feel welcome at his place of employment, was not only exceptional, but he was extremely rare.

      Casinos (and probably most of you in business) all have the same stuff for the most part. All accountants offer accounting services, all coffee joints serve coffee, and all five-star resorts have fancy smells, spas, and pretty patterns. But only one resort has Wes.

      Marketing is not a task.

      Marketing is not a department.

      Marketing is not a job.

      Marketing happens every time you engage (or not) with your past, present, and potential customers. UnMarketing also takes it one step further – it is any time anyone talks about your company. Word of mouth is not a project or a viral marketing ploy. The mouths are already moving. You need to decide if you want to be a part of the conversation, which is why we call it UnMarketing – the ability to engage with your market. Whether you employ thousands or are a one-person show, you are always UnMarketing. It's what comes naturally, not being forced to do things that make you ill. 1 It's authentic, it's personal, and it's the way to build lifelong fans, relationships, and customers.

      If you believe business is built on relationships, make building them your business.

      That's the one line that you need to believe to UnMarket. If you don't believe that, return the book. Trash-talk us online.2 Tell us that cold-calling is a great tool if you know how to do it right. Just put the book down.

      If you don't believe that your business is to build relationships, then tell us that the foundations of some of the greatest businesses in the world were built through cold-calling. What worked decades ago does not work as well today, if at all. Getting a 0.2 percent return on your direct mail piece isn't cutting it anymore. Placing an ad multiple times in a newspaper3 because “people have to see something seven times before acting” is a crock.4 You need to return this book if you say, “I don't have time to build relationships online!” СКАЧАТЬ