The Next Evolution of Marketing Connect with your Customers by Marketing with Meaning Author : Bob Gilbreath Publisher : McGraw-Hill Books, 2010 ISBN : 978 0 07 162536 4 Pages : 288

The Big Idea

Marketing with meaning – the breakthrough strategy for connecting with customers!

The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them.

Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning,represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.

In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it.

Why You Need This Book

This book is your guide to surviving and thriving in this marketing revolution.

WHAT IS MEANINGFUL MARKETING?

When your marketing is meaningful, people choose to engage with you in an exchange that they perceive as valuable. But engagement is only the beginning. Whatever your product or service may be, when your marketing is meaningful, the marketing itself adds value to people’s lives, whether or not they immediately buy what you’re selling. The marketing itself is if of value to consumers independent of the product or service.

Make no mistake: meaningful marketing is not pro bono marketing, nor is it cause marketing (although cause marketing can certainly be meaningful). To be sure, moving products and making money are still the goal and usually the result. If they aren’t, it’s not marketing.

WHAT MARKETING WITH MEANING CAN DO FOR YOU

The best way to illustrate the value of meaningful is to look deeply within pioneering brands that are charting a unique but consistent course. Dove, Nike, Burger King, and the Partnership for a Drug-Free America are but four examples of major brands that are executing this new approach in truly significant ways.

They have abandoned interruption, created marketing that people choose to engage with, connected with them in a variety of innovative new forums, and successfully launched meaningful campaigns that have positively affected both their numbers and the quality of life of the people they’re targeting.

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