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Current Issue: AUGUST 2000

Book Report
Radical Marketing
by Cliff Notez

In "Radical Marketing," Hill and Rifkin outline an unorthodox approach to sales and marketing via real-world case studies. According to the authors, formerly a business consultant and journalist, "radical marketers differ from traditional marketers both in how they view the market and in the techniques and approaches they use (or don’t use): they are deeply skeptical of most market research; CEOs lead the marketing function; they have tiny marketing departments composed of passionate missionaries and a marketing plan based primarily on grassroots communications; and they use advertising in an extremely selective way that militarists would call a ’surgical strike capability’ - short, highly targeted, and very intense."

That said, the co-authors go on to demonstrate their hypothesis that radical marketing is highly effective with in-depth analysis of corporations currently practicing the "revolutionary" approach. The ten companies selected included: The Grateful Dead, Providian Financial, Harley-Davidson, The Iams Company, The NBA, Snap-on Tools, Virgin Atlantic Airways, EMC Corporation, Harvard Business School and Boston Beer Company.

The companies vary in size, history, industry and structure, but all followed the ten rules of Radical Marketing:

1. The CEO must own the marketing function
2. Make sure the marketing department starts small and flat and stays small and flat
3. Get out of the head office and face-to-face with the people who matter most - the customers
4. Use market research cautiously
5. Hire only passionate missionaries
6. Love and respect your customers
7. Create a community of consumers
8. Rethink the marketing mix
9. Celebrate uncommon sense
10. Be true to the brand

Perhaps one of the most interesting, unusual and effective case studies is that of The Grateful Dead. Known as a hippie touring band, few realize the band is also a thriving multimillion dollar business. They’ve built a fanatical following of fans by loving and respecting their customer and spent most of their time face-to-face with their customers (at concerts). Equally as important, they have celebrated uncommon sense (encouraging bootlegging), created a community of users (Dead Heads) and always stayed true to the brand over the years.

I highly recommend this book to any and all professionals tied to the sales, marketing or communications function of a corporation or agency. After reading "Radical Marketing" you will likely recommend it to coworkers and valued clients. While many companies and individuals have followed select rules outlined above, only true radical marketers follow all ten on a daily basis.