MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Book Club     
 
This question has been closed, and points have been awarded.
Robin Hood: Thoughts On The Read?Premium Member
Posted By: CK (Book Club Host) on 11/12/2007 9:41 AM (CST) 500 Points
Psst Bookworms: Please take a minute (or two!) and give us your 'take' on our currently featured book, "Robin Hood Marketing." Are you going to be applying the author's tips in your own marketing strategies? Did the “Robin Hood Rules” help you...and how?

We want to ensure you're benefiting through the various books and topics we're featuring and we’re open to all feedback (and I'm sure the author is anxious to 'hear' your feedback, too).
.....................................................................................................................
Moderator Note: This discussion refers to the book Robin Hook Marketing by Katya Andresenn (topic: non-profit marketing). Click the title to learn more. Then join the conversation. We'd LOVE for you to participate!

Posted by: KathySmithFilms* Accepted Answer
11/12/2007 9:56 AM (CST)
CK...Hi!!!

Everyone in the entire MarketingProfs MUST READ this.

It is a very easy to ready book...extremely informative and YES
I am applying it right away. I got 2 results on marketing in one day of
beating the streets and meeting new people that can't wait to be
offered what is offered in Katya's book. Thank you for offering this gem for us to use as a new tool! My certainty level on marketing has shot straight up and way verticle and I look forward to venturing into some boardrooms.
Kathy
 
Posted by: Ann H. Accepted Answer
11/12/2007 12:29 PM (CST)
Katya's book offers a great step-by-step tutorial in marketing for any organization or business -- in my mind. Maybe she doesn't want to hear that (sorry, Katya!...) but I couldn't help but think of lots of business owners I know (most of them small business owners) who could gain valuable insight from this book. At the same time, I also thought about people I know who participate in volunteer-run organizations -- everything from nonprofit preschools to political organizations to municipal committees. The cool thing about this book is that the language is clear and direct -- making it accessible to non-business types, as well.

I wonder if Katya should modify the title for the next printing: Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes (*and Practically Everything Else, Too!)

Just kidding about that... but I did find Katya's book easy to read, digestible, and clear.
 
Posted by: CK (Book Club Host) Author Response
11/12/2007 3:38 PM (CST)
I agree with Ann...and one thing I'm telling my colleagues is that the book is about best practices across the board (but not at all dry, as the Robin Hood theme makes it very clever). I particularly enjoyed the advice on forming beneficial partnerships and beating the competition. Well worth the time and I enjoyed it over many a subway ride.
 
Posted by: Mark Goren Accepted Answer
11/13/2007 8:11 AM (CST)
The same thoughts crossed my mind when I read this book. In fact, I'd go out on a limb and say that this book was one of the best organized books that I've read in a long time. The consistent structure pulled me through and made me want to continue.

Also, when reading RHM, I couldn't help but wonder how we could do the reverse and steal ideas from Just Causes and use them in Corporate settings. There's a lot of creative thinking going on in the not-for-profit world that can be used anywhere.

Great book, Katya!
 
Posted by: Katya A. (Author) Accepted Answer
11/13/2007 8:39 AM (CST)
Thanks everyone! I'm gratified by the view that the book could help more than just charities. In fact, Ann, maybe I should take you up on "and everything else" for the title - it might boost those sales!

Seriously, something that a corporate marketer told me the other day was an epiphany for me but won't be for you all, who already picked up the thought: it's not just charities that get in trouble because they tend to believe their cause is inherently desireable and therefore talking about it is enough. Companies can fall into the same trap with their products. As marketer Alan Andreasen (no relation) says, nothing is inherently desireable. You can't get customers do/think what you want - you can only get them to do what they think is in their best interests.
 
Posted by: amy.harold* Accepted Answer
11/13/2007 9:53 AM (CST)
I found the basic points to be relevant to all marketing, but the text kept reminding me of high school essays. I wish she had used some US examples so they would be more relevant.

I suspect it is because of my marketing experience, but I found the information more useful as the book progressed. The early parts were Marketing 101.
 
Posted by: Andrea Learned Accepted Answer
11/13/2007 10:23 AM (CST)
Because causes are becoming so much more important for the brands that are marketing to women, I really loved this book. Lots of triggers within Robin Hood Marketing that reminded me to step back and say.. wait a minute, is the brand really considering this?

I definitely think the content could serve any industry, cause marketing or not.

Looks like this book club is really getting a lot of great inspiration from Katya, but if you are looking for more, I also interviewed her for my 9 Minds on Marketing eBook: http://800ceoread.com/products/?ISBN=0000000075
 
Posted by: donna.dubose Accepted Answer
11/13/2007 1:21 PM (CST)
There were certain ideas presented in the book that were particularly helpful, but not necessarily top of mind. As an example, I flagged these gems for future reference:

The law of the word: Own a word in the mind of your audience that differentiates your organization from all others.

The first sin of marketing: falsely assuming that information results in action. We need to understand we are in the persuasion business, not the information-dissemination business.

On the importance of integrating personal elements into stories: Do we remember how many pounds of nitrates run off into a river or "poop in the tap water"?

Positive deviance: Don't study the people who aren't doing it, study the people who are and see what motivated them.

I enjoyed the book's topic, organization, examples, and most humorously, the way the giant inflatable condom reappeared with some regularity ;-) Thank you!
 
Posted by: bob glaza Accepted Answer
11/13/2007 5:11 PM (CST)
Every professional can benefit reading Robin Hood Marketing. The road map is laid out. More critically is Katya's unwavering focus on the "other" we must practice. Practice is what it takes to see our causes succeed. This book is a wonderful reminder of how marketing can change the world.
 
Posted by: Graysea Accepted Answer
11/13/2007 6:35 PM (CST)
I have been a PR & marketing consultant since 1986 - working inside nonprofits as a department of one and being an outsourced advisor as well as a member of some corporate, for-profit teams. So for me, this book gives me a wonderful way to re-think my expertise and share it with my non-profit clients in a way that is empowering, exciting and fun for them! I have been toting the book with me in my satchel and earmarking pages as I read that remind of tips and insights to share w/my clients. It's been great pulling it out in client meetings and saying, I was just reading this book and this statement made me think of you!! Thank you Katya and MP!!

Grace Carlson, APR
Aspire, green branding & social marketing
 
Posted by: Mario V Accepted Answer
11/14/2007 5:39 PM (CST)
I really liked the book's structure by chapters; main points at beginning of each chapter; interview at end.

There were some very reflective moments, that brought me full circle to my product development studies. Because we're selling an intangible feeling, induced by action, and resulting in real-world benefits to third parties....we have to expand our view of marketing beyond a limited marcom/advertising model, to a systems model. A little deep, but I hope not complex! :)
 
Posted by: Drew McLellan Accepted Answer
11/15/2007 12:14 AM (CST)
I thought the book was very accessible for readers of all levels of marketing experience.

It's an enjoyable, quick read that has a lot of meat on the bone. I found myself finishing it and then going back and re-reading certain sections and chapters.

I thought there were rock solid take aways in every chapter.

I agree with everyone else that said this is just as relevant for the profit sector.

Drew
 
Posted by: Juliet Accepted Answer
11/25/2007 9:05 AM (CST)
I thought the book was great! It's one I know I will keep rather than pass on or resell. In particular I liked the Robin Hood analogy. I hope if Katya ever feels inclined to write a sequel, the theme will be continued. I can't help thinking about all the brilliant characters that are part of Robin's band of Merry Men, e.g. Big John, Will Scarlet, Friar Tuck and then of course Maid Marion and the Sheriff of Nottingham! I just feel these characters may provide great chapters for further marketing references.

Thanks very much CK for choosing this book and of course, Katya for the huge effort involved in writing it.
 
Posted by: marko_ Accepted Answer
11/27/2007 11:30 AM (CST)
Hi!

First of all i'd like to praise the idea of this book club. I applied recently and got one of those 50 free books. Althought i live in Slovenia (Europe) the book came very fast. Thanks for that!

I didn't read the book yet, but the first 100 pages are great. It's easy to read, understandable (english isn't my mothers language) and in a way very innovate. Interviews are great and give a lot of information. Especially to people like me - marketing beginners. I'm sure the rest of the book will be as good as the beginning.

Once again thanks alot to you Cristina and other people involved in this Book Club and also to the writer.

Marko
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Book Club)
Mario V (1922)
david reich (1456)
Al Ries (Author) (1446)
CK (Book Club Host) (1336)
Valeria Maltoni (1116)
KathySmithFilms (1084)
Mark Goren (1015)
bob glaza (881)
Drew McLellan (733)
scotq (647)
stevea (544)
Doug Hudiburg (531)
Mack Collier (514)
Cam Beck (507)
Laura Ries (Author) (496)
Muskie (481)
proeditor (400)
Phoenix ONE (387)
Ann H. (339)
Juliet (337)
Victor.Cook (334)
remtheory (321)
designerdawnnie (315)
Steve Hoffacker (309)
BARQ (308)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.