A medley of basic marketing concepts, best suited for small-business owners with a limited marketing background.
An ever-changing marketing landscape, driven largely by digital media, can be confusing and overwhelming for a small-business owner with little or no experience. Debut author Guest, the CEO and content marketing expert at Griot’s Roll Film Production & Services, offers readers a marketing playbook of sorts, written from the perspective of a business owner. The book broadly touches on branding, marketing strategy, advertising, testing, niche marketing, cross-marketing, partnering, and budgeting, so it may prove useful as a very simple, introductory volume on the fundamentals. However, it addresses each of these topics in a single, short chapter, giving them superficial treatments at best. A chapter on branding, for instance, cites a few examples of successful brands, briefly discusses how to start to build one’s own brand, and offers a simple questionnaire. Such basic information doesn’t begin to explain branding in any depth. A seven-page segment on “Advertising” specifically talks about niche marketing and executing marketing surveys. The “Marketing Budget” chapter suggests, “Create a marketing budget, and then get others to pay for your marketing campaign”—hardly the typical way that one funds campaigns. The same chapter also oddly includes information about blogging. The writing can be clumsy at times; for example, a numbered list titled “Three Things to Remember” is numbered 1., 3., and 4. On the positive side, Guest’s enthusiasm for marketing and what it can accomplish is infectious. He wisely emphasizes the value of marketing in business relationships, effectively comparing it to the dating process. He also offers some good advice about using social media and apps.
A scant but enthusiastic debut that covers familiar marketing ground.