We live in a world were people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks 'not what your marketing can do for you, but what your marketing can do for your customer'. Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement', not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. Sticky Marketing proves that marketing should now be about value creation if you want to truly engage with your customers. It is only by providing value that you can win the battle for customer attention - stop shouting and start a conversation.
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"This is an important book about a whole new way of thinking." (Business Network 20110401)
"Engagingly written, thought provoking and refreshingly free of cumbersome marketing jargon" (John Minto Edge 20110704)
"Engagingly written, thought provoking and refreshingly free of cumbersome marketing jargon" (John Minto Edge 20110704)
Book Description
Sticky Marketing describes how companies need to move away from the old marketing system of shouting messages at people, to a new model of customer engagement, where they will attract customers by providing value and becoming 'sticky'.
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
By Tommy
Format:Paperback
This book comes highly recommended to those looking at new and innovative ways to market your brand online. Specifically looking into 'Return on engagement', Grant Leoboff makes some excellent points about how our customers have changed the way they think and act due to an overwhelming choice available to them. The only down side was the repetition of points throughout.
5 of 6 people found the following review helpful
Format:Paperback
I found this book truly enlightening. Grant Leboff explains the underlying concepts of "Sticky Marketing" in jargon-free language that makes perfect sense to someone struggling with product promotion in the era of new media.
Return on Engagement rather than Return on Investment makes the most sense when Leboff talks about old style marketing as "shouting" at the customer; while today's customer must be drawn in by participation and problem-solving.
He outlines how the new model of customer engagement asks "not what your marketing can do for you, but what your marketing can do for your customer", and in giving examples, also makes the point that "sticky marketing" is usually not a quick win but a long game which must be played strategically and with integrity.
Perhaps for the first time I really "got" what it means to arrive at an "emotional selling proposition" for potential readers and clients, and as a result have changed the tone of my blog posts, facebook statuses (stati?) and tweets. I honestly don't know whether it was this, or something I said which increased my Twitter followers by over 100 in a couple of days, but I'm putting it down to Sticky Marketing.
The Real Secret: what to do when the universe hasn't delivered
Return on Engagement rather than Return on Investment makes the most sense when Leboff talks about old style marketing as "shouting" at the customer; while today's customer must be drawn in by participation and problem-solving.
He outlines how the new model of customer engagement asks "not what your marketing can do for you, but what your marketing can do for your customer", and in giving examples, also makes the point that "sticky marketing" is usually not a quick win but a long game which must be played strategically and with integrity.
Perhaps for the first time I really "got" what it means to arrive at an "emotional selling proposition" for potential readers and clients, and as a result have changed the tone of my blog posts, facebook statuses (stati?) and tweets. I honestly don't know whether it was this, or something I said which increased my Twitter followers by over 100 in a couple of days, but I'm putting it down to Sticky Marketing.
The Real Secret: what to do when the universe hasn't delivered
3 of 4 people found the following review helpful
Format:Paperback
This is the most powerful and up to date marketing book I've read in years. We've putting it on our Reading List for all our coaches to study here at Powerchange Coaching, and recommend you read it too. Published in Jan 2011, it is an excellent, well balanced and well researched book, written clearly and it's easy to learn from. I spent every spare moment with pen in hand milking it of every last gem, notes in margins, underlining wholesale - it's an inspiration. I recommend it to our small-business clients too, though large companies need to call Leboff in personally and pay him a lot of money! He'll be worth every penny.
Before you read any other book on marketing your business, pick your way through this treasure chest, and implement it. It's a bit radical, but don't let that stop you. Marketing today has entered a revolution and you need to know about it. Read Stick Marketing - you'll probably not need to read any other marketing book for the next few months.
(AND I use Amazon Prime - saves me pounds!)
Andrew Sercombe, Powerchange Ltd.
Before you read any other book on marketing your business, pick your way through this treasure chest, and implement it. It's a bit radical, but don't let that stop you. Marketing today has entered a revolution and you need to know about it. Read Stick Marketing - you'll probably not need to read any other marketing book for the next few months.
(AND I use Amazon Prime - saves me pounds!)
Andrew Sercombe, Powerchange Ltd.
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Most Recent Customer Reviews
5.0 out of 5 stars
A must read book
Fantastic book: explains what's changed in the world, why it's changed and what to do about it. This book is equally interesting as a consumer as it is for a business. Read more
Published 9 months ago by Crooked Stick
5.0 out of 5 stars
Sound investment in time and money
Knowing that something has changed with marketing by the internet but not knowing what it was or meant to me was my driver in reading Sticky Marketing... Read more
Published 9 months ago by PaulDS
5.0 out of 5 stars
Great Marketing Book
This book is full of great ideas that are so intuitive that you wonder why you haven't been doing them for years already. Read more
Published 11 months ago by Andrew F.
4.0 out of 5 stars
Sticky Marketing.
In his latest book, Grant Leboff, marketing guru explains how the abundance of choice and the fragmentation of media and communications has fundamentally changed the relationship... Read more
Published 21 months ago by Gordon Ross
5.0 out of 5 stars
Amazing Book - Brings marketing bang up to date.
I have bought many marketing books over the last two years as I run my own business from home. This is the only book I have read that tackles the marketing subject in a brand new... Read more
Published 23 months ago by Mr. O. J. Street
5.0 out of 5 stars
Accessible Truths
Sticky Marketing offers a well considered, researched and evidenced argument for every business, big or small, to understand what's changed, why, what most people and businesses... Read more
Published on 24 Jan 2011 by Createmate
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