Scott Stratten has been someone on my radar for a while now. I’m not sure how I heard about him or his movement called ‘UnMarketing’ but after reading his book, ‘UnMarketing – Stop Marketing. Start Engaging.’, I have now officially joined his ‘Tribe’ and after reading it, so will you.
Scott begins his book with a powerful story about his experience at the Wynn hotel in Las Vegas and how an interaction with an ordinary yet
extraordinary carpet cleaner provided him with an amazing customer service experience that he will never forget. This type of experience where someone stopped to acknowledge and engage with him is what is at the core of Scott’s book. Scott powerfully states the following:
“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.”
What is ‘UnMarketing’ you may ask? It is the ability to engage with your market. Engagement and acknowledgment of a customer is what turns them into customers for life. It is what makes them a ‘Raving Fan.’
What I love the most about this book is Scott’s stories about how to effectively use social media in business today. Scott brings in his personal experiences with brands that have either been a home run or a complete failure. In Chapter 20, Scott tells a story about a person who had a very bad experience with Domino’s pizza. Not only was her order late but it was incorrect. Now Domino’s could have acted like any other business and swept the error under the rug but they chose to be different. They chose the path of Unmarketing. Want to know what the Domino’s pizza location did? Watch this:
Scott Stratten is my new social media mentor. When he speaks, I listen and so should you. Unmarketing is a movement that all businesses need to join. Scott has not written a book. He has created a social revolution and it’s time you learn about it. After finishing this amazing book, add Scott on Twitter @unmarketing and he will actually speak to you because he practices what he preaches. Thank you Scott for an amazing lesson in social marketing and for sharing your wisdom.
Do you have an amazing example of a business practicing UnMarketing?