An Intro to Unmarketing and The Book of Business Awesome

An Intro to Unmarketing and The Book of Business AwesomeWe’re excited to introduce Richie Edquid, our new creative strategist (and marketing and technology geek) to the blog! Feel free to follow him on @richandcreamy, and look forward to his future blog posts.

Marketing has been a part of my entire adult life, starting with guerrilla and street team tactics for nightlife events. Exploring new methods of outreaching eventually lead me to a love of social media and being involved with Social Media Club San Diego. Recently, SMCSD hosted an Unmarketing panel as one of the stops on Scott Stratten’s book tour for The Book of Business Awesome. His talk showcased examples of brands being awesome and unawesome, with the following examples:

Awesome – A father once left a stuffed giraffe at a Ritz-Carlton while on vacation. His cover story was that the stuffed animal Joshie was taking an extended vacation stay at the hotel. The Ritz-Carlton made a mini travel log for the family as well as overnight shipping the stuff toy back. The extra effort in being awesome was picked up by media and became a cornerstone topic in Unmarketing’s book tour.

Unawesome – Ubiquitous QR codes took a beating as a bandwagon technology that brands are failing to utilize successfully. A QR code on a bus bench makes sense because people waiting at a bus stop have the time to scan the code. But a QR code on a bus is a horrible way to integrate technology into a marketing campaign. The difficulty of being able to scan the code while at bus stop or a stop light as a pedestrian is a huge limiting factor. Even worse, scanning a code while driving is illegal!

Now let’s crack this book open to start our blog series:

Chapter 1 to Unmarketing: How One Man Changed a Billion-Dollar Brand

Elegantly and intimately Scott’s tale of his breakfast experience at a Hilton Garden Inn covers two key concepts we evangelize often:

1. Your audience has their own audience.
Or as the author Brian Solis put it, you are constantly interacting with “An Audience with an Audience of Audiences“. Although his breakfast was cold, Scott made it clear that he never threatened to go on social media. While the hotel had no idea about his own social media reach, this point is worth mentioning because these possible reactions are quite the norm.  We have all seen posts about complaints about our friends unhappy with commercial transactions. This is now the world we live in.

2. Every employee is a brand ambassador.
The chapter closes with an employee coming out of the kitchen just to say “I’d like to make this right.” Scott’s reaction was immediately, “You already did.” As people rush into the digital space, they should not lose sight of the basics. This is a lesson that has been passed down before social media was invented. Signs like “the customer is #1” or “the customer is always right” are still prevalent in places of business throughout the country.  Every employee to customer interaction is a representation of the company’s brand. There are more ways than ever for a person to interact with a brand, but that does not diminish the importance of face to face interactions.

That is all for chapter 1! Next week we cover the next chapter, Marketing is a Verb.

Photo Credit: Richie Edquid

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