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ice to the eskimos summary

Ice To The Eskimos Summary

#ice to the eskimos

1. JUMP-STARTING OUT OF HELL

Ground rule #1: You’ve got to want to

clip on the wires and turn up the juice.

almost daily you can read about a company

laying off hundreds or even thousands of employees. In the short term, that

probably works. The balance sheet will certainly look better. But this savings is

just delaying what really needs to be done—to jump-start the

company through marketing.

With jump-start marketing, those employees might not need to be

laid off in the first place.

2. ULYSSES, YOU, AND ME

Ground rule #2: Don’t fool yourself into thinking you’re somebody else.

Identifying a Market Where You Can Win

The Ulysses method. Many times, marketers of unsuccessful products getlured to marketing a market or market segment where they can’t win.

But the market is so alluring, so enticing. What happens is that they end up crashing on the rocks.

#ice to the eskimos

3. A QUICK-FIX SILVER BULLET

Ground rule #3: Increase the frequency

ofpurchases by your customers.

Increasing the frequency of purchase by

customers is the best and most efficient way of

building a business. It is a quick-fix silver bullet.

4. AH SO DESU (IT IS SO, IT IS SO.)

Ground rule #4: Get the name and

address ofthe end user ofyour product.

LETTING THE COMPETITION WALK IN THE FRONT DOOR

The above are real reasons that a manufacturer should know the name of the end user.

If the manufacturer doesn’t know those names, then the manufacturer is dependent on the dealer to increase sales to the satisfied customers.

Most dealers will be concentrating on the current walk-in-and-kick-the-tires people.

Most dealers will wait until the satisfied customer develops an urge to buy a new car. By then, it may be too late.

5. NEW CUSTOMERS FROM HEAVEN

Ground rule #5: The janitor isn’t going

to lead the charge for new customers.

The problem of getting new customers isn’t that companies don’t want them.

Every company would want new customers, I would think. The problem is that

companies—even companies trying to market their way out of hell—don’t want

to pay the price to get new customers.

The price must be awful high, eh?

GETTING NEW BUSINESS AIN’T EASY

Many companies wait for a hot new product that will hand deliver new

business to their doors. Some companies even wait their way out of existence.

While I’m a huge believer in innovation (see chapter 7), I also believe that a

company can’t wait for innovation to bail it out.

6. PAYING BONUSES FOR MISTAKES

Ground rule #6: Create big change with

little experiments.

WHY WOULD I RESORT TO SUCH A CRAZY IDEA AS TO

PAY PEOPLE TO MAKE MISTAKES?

By incorporating just a few of the jump-start suggestions in this book, you

will bring about a change in your organization. That’s not enough. To keep the

growth that jump-starting will initiate, your organization or department has to live change

Why give a bonus for failure? Why not only for suggestions that lead to

success? There are two good reasons for giving a bonus for a failure.

They’re paid for success anyway. The people who attended these thinktank sessions were all sales/marketing people.

Better suggestions, better ideas, better chances. When the curse is

removed from failure, my feeling is that people produce better suggestions

7. INNOVATE, INNOVATE, INNOVATE,

AND WHEN YOU’RE TIRED, INNOVATE

SOME MORE

Ground rule #7: Don’t wait for a new

product to bail you out—use innovative

marketing now.

any company needs to innovate all the time just to survive

Little innovations. These innovations can improve existing products— like adding an exhaust pipe.

As you know by now, I feel that innovation should be a daily thing. But one

of the best ways to jump-start innovation is with the think-tank sessions away from the office.

Our product wasn’t going to bail us out. The easiest way for us to

jump-start our company was to improve our product, which was the team.

Define a marketing area where we could have a chance to succeed.

Innovation can start with whoever has this book in their hands. That means

you. However, being the lone innovator in your department can be hazardous to

your health and your career. You can take a step that will improve your safety

and your clout. Form a terrorist group

#ice to the eskimos

8. CREATING YOUR OWN TERRORIST GROUP FOR INNOVATION

Ground rule #8: To get your ideas

approved by the boss, prepare as if you

were defending yourselfin front ofthe

Supreme Court.

Here are a few semi-simple steps to start innovation anywhere:

Recruit a soul mate

Prepare as if you’re going to the Supreme Court to save yourself

from the electric chair.

Concept. Concise written statement of what the idea is. (If the foreword is on target, one or two paragraphs or up to one page should suffice here.)

Rationale. Why should the company initiate the idea?

Problems. These are the objections you would encounter in trying to sell the idea

At the beginning of your oral presentation, tell your Supreme Court that

you have all this in writing. Show them the spiral bound booklet that you’ve prepared. That’s show, not give.

#ice to the eskimos

9. THE JUMP-START GOLDEN RULE

Ground rule #9: Only try to sell a product

that the customer wants to buy.

Our Simple Golden Rule, Part 1

Only try to sell a product that the

customer wants to buy.

Our Simple Golden Rule, Part 2

Try to sell the customer just a little bit more

than they want to buy.

#ice to the eskimos

10. YOU CAN’T JUMP-START FROM AN

IVORY TOWER

Ground rule #10: Get the feel for jump

start marketing outside the ivory tower.

Could you jump-start a fast-food franchise if you only ate your meals

in finer restaurants?

 Sure, you could look at sales numbers, but would you have the feel? You could observe focus groups

11. MARKETING TO A SEGMENT OF ONE

Ground rule #11: Only target people who

are interested in your product.

#ice to the eskimos

12. CHEAP IS GOOD, BUT FREE IS BETTER

Ground rule #12: Don’t let research

make the decision for you.

AVOIDING GETTING FOOLED BY RESEARCH

Research can fool you all the time.

It can particularly fool you when major decisions are to be made. With major

decisions—where somebody has to be sold on something—big professional

research firms are brought in for credibility. A ton of money is spent. It’s

understandable that more credibility is given to these huge research reports than to the free research.

When all the big research dollars have been spent, however, it’s time for

some free research before the final decision is made. Free research is going to

your customers and talking to them one-to-one. If you talk to enough of them,

you’ll get that very clear mosaic of what your customers are feeling. This type of research will not fool you.

13. I’LL BE YOUR FRIEND FOR ANOTHER YEAR

Ground rule #13: Make your client a

bona fide, real-life hero.

Prove it to the decision-maker’s boss.

Do a terrific job.

Provide an “annual report.”

#ice to the eskimos

14. THE SECRET WEAPON

Ground rule #14: Run interference for

your budding superstars.

Place your time and emphasis with your budding superstars; leave

the poor attitude people alone or fire them

 Create systems and procedures that allow your budding superstars to succeed

Start improving the way things have always been done. Your budding

superstars will notice; they’ll feel that they have a chance to grow big-time.

Your lesser motivated people will shrug their shoulders, sigh, and continue on.

For companies that have a high turnover, it seems

that their employees have been trained by the CIA. Everything seems to be a secret.

It’s easy to spot the culprit in a company with high turnover. Just look at the top.

I’ve never seen high turnover caused by the janitor

#ice to the eskimos

15. AN OFFER THEY CAN’T REFUSE

Ground rule #15: Make it too good ofa

deal on purpose.

1: Keep lowering the price. This is the most common way of making a

product too good to refuse to buy. Drop the price 10 percent and see what

happens. If the buyers don’t buy, drop it another 10 to 20 percent, or even

50 percent. Keep on dropping the price and eventually it will be a product

too good to refuse to buy. Maybe.

For this method to work, the value of the product has to be perceived as good at the original price.

 2: Increase the value. If the perception of the product has a low value,

lowering the price won’t do much good. The perception of the value has to

be raised. Oftentimes, that’s difficult to do. To get quicker results, it’s better

to borrow the perceived value of another product and attach it to the

original product. We did just that with the picnics for the Hawaii

Winter Baseball League. All you can eat and drink for $25, plus you get a free

baseball cap and a ticket to a game? That’s an offer that’s difficult to refuse

You’ll see fast-food hamburger chains increase the value of their burgers

by tying in with a popular movie like Batman. They are borrowing the

value of Batman to help sell burgers and fries at the regular price. In terms

of dollars and cents, a deep discount would be a better deal for the

customer. But borrowing the value of Batman is a far better deal for the hamburger chain

3: Lower the price and increase the value. This might seem like a move

of desperation. That’s okay if it is. Be desperate.

But come up with something that is too good for the buyer to refuse. We did this once at the New Jersey Nets with huge results.

People don’t buy certain products for a reason. It doesn’t happen by

accident. Jump-start marketing isn’t taking a product that nobody wants and

cramming it down their throats. It’s taking a product that nobody wants and

repositioning, reshaping, or reconfiguring it to make it something that a buyer

can’t refuse.

16. 1,000 WIDOW LADIES

Ground rule #16: Feel free to butt in to

other departments.

RESENTING JUMP-START MARKETING

The more orders, the more the back room is going to resent jump-start

marketing. The increase in orders is good for the company, but the back room

doesn’t see it as good for them. After all, they have to process more orders for the same pay

the problems in the back room will not go away.

17. CHOOSE WHICH CUSTOMER TO DUMP

Ground rule #17: Differentiate between

big and little customers.

NATURE’S LAW #1: IF YOU WIN, FANS WILL COME

NATURE’S LAW #2: IF YOU LOSE, ALL THE CUSTOMER

SERVICE IN THE WORLD WON’T KEEP THE FANS

COMING TO THE GAMES

18. WHEN WILL YOU STOP?

Ground rule #18: When the going gets

rough, increase expenses that are not

fixed, like salespeople.

SPENDING TO OBLIVION; CUTTING SALESPEOPLE

I have consulted with teams that have the “spending to oblivion” mentality.

The team will have just spent $1.3 million on a third-string player, but the owner

will say that they can’t afford $50,000 to bolster their sales staff. If anything,

they have to cut a young salesperson, which translates to about $20,000 in costs.

This thinking doesn’t just border on the ridiculous, it fully falls into the abyss of

bona fide big-league stupidity. And pro sports teams aren’t the only companies

that take that plunge.

WHEN THE GOING GETS ROUGH, INCREASE YOUR

NONFIXED EXPENSES (SALESPEOPLE)

19. IS IT FUN?

Ground rule #19: Jumping higher than

you think you can is possible with jump start marketing.

To have fun at work, I found two things were essential:

A sense of humor.

Help make a company grow.

What made jump-start marketing fun for me should also make it fun for you.

Ice To Eskimos Book Details

About the author Jon Spoelstra

I spent most of my adult life running pro sports teams, first NBA teams and then a group of seven minor league baseball teams.

Email Him: findjon@msn.com.

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