The Need for Surprise in Marketing

With the power of traditional marketing rapidly waning, the concept of Word-Of-Mouth marketing is becoming increasingly vital… and effective. But W-O-M is not a self-starter. It needs a catalyst. If word-of-mouth fuels modern marketing, Surprise is the spark that ignites it. Done right, Surprise solidifies the bond between customers and your business. It cements the crucial marketing relationship, makes people want to deal with you versus “the other guy,” and keeps them coming back for more. Coupling innovative real-world examples with easy-to-follow theories and “how-to” steps, Pow! Right Between The Eyes! trains business owners, marketing directors, entrepreneurs and all kinds of organizations how to expand the boundaries of the extreme and create a bigger bang.

Nulman includes several real-life examples of surprise marketing, including methods that he has used himself. In Chapter Four, he details a marketing campaign for Airborne Entertainment that involved printing promotional messages on actual dollar bills (with fade-able vegetable ink, of course). The money was thrown into the audience unexpectedly, revitalizing a bored and jaded crowd.

The book is available here through Amazon
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About Andy Nulman :

Young in spirit, snappy in dress, Andy was CEO of Just For Laughs, the world’s largest humor event. Later, as the President and CMO of mobile internet pioneer Airbone Mobile, he brought life to staid industry conferences with storms of branded dollar bills, used stealthily-placed wirecutters to attract and intrigue future clients like Disney and HBO, and planted dozens of timebombed golfballs, most still waiting to explode.

An acclaimed and thought-provoking public speaker/showman, motivating and challenging Fortune 500 companies the likes of GM, Eveready/Energizer, 3M and Wal-Mart, Mr. Nulman has also written two best-selling books, “How To Do The Impossible” and “I Almost Killed George Burns.” Other accomplishments include being named one of the “Top 40 Under 40” business leaders by the Financial Post in 1997, being voted one of the Top 100 Montrealers of the 20th Century by the Montreal Gazette in 2000, and being honored as a distinguished recipient of the McGill Management Achievement Award in 2004.

In his spare time, Andy is also an oft-published author, inventive stage director, half-decent snowboarder, hot-and-cold hockey goalie, and prolific blogger on the art of Surprise in marketing (check him out all over this here blog). He sits on the Board of Directors of two companies, Sonomax Hearing Healthcare Inc. (TSX Venture : SHH), and the Groupe Juste Pour Rire, Inc.