Punk Marketing

Citation

Scrizzi, M. (2007), "Punk Marketing", Journal of Consumer Marketing, Vol. 24 No. 7, pp. 445-446. https://doi.org/10.1108/07363760710834870

Punk Marketing as it is an out‐of‐the‐box work focusing on what punk marketing is, what it can do for your organization, and how it can do it. This book offers marketers futuristic trends that are desperately needed in the marketing arena. The authors claim that the fallen prestige and standing of marketing in the organization, and in the minds of consumers, can truly be ascribed to archaic methods of repetition, horrible use of media, and just a plain bad job of marketing. Their observations are right on target: Marketing has sunk to a new low in organizations; and in many cases, the marketing budget is one of the first cut in today's organization. Why? Because marketing, as it is today, is no longer a necessity in many organizations.

New trends are discussed throughout the book in detail, and while these trends are propagated, it appears that few marketers are jumping on the bandwagons. Why? Perhaps, they do not have the creativity and vitality that futuristic trends demand of them. Perhaps, in some cases, they do not “give a damn”.

While the chapters of the book stand alone as mini works (you only need to read one at a time), they are oddly harmonious due to the linking theme of shifting the power to the consumer. The eye‐catching chapter titles query the reader's interest about each chapter's content.

The first chapter gets right to the heart of the matter: the need to lead a Punk Marketing Revolution by creating a Punk Marketing Manifesto. To quote the authors “This is a Revolution: a shift in power from big to small: from top‐down to bottom‐up” (p. xxvi).. Why revolt? Because marketing is stale, staid and even dead in some organizations. Much of the marketing industry hasn't got a clue on how to woo or even connect with consumers, let alone interact with them.

The Punk Marketing Manifesto lists fifteen articles of the revolution to bring marketers into the present. Some of the catchy titles include: “Make Enemies”, “Don't Be Seduced By Technology”. “Expose Yourself”, and, a personal favorite, “No More Marketing Bullshit”. Contained in each article is a debriefing of the title, a necessity as some titles read like an X‐rated magazine.

Punk marketers are trying to establish some traditions on their own. In the section dealing with this futuristic‐looking revolution, Punk Marketing seeks to send a message of respect for diversity and the dialogue of the masses.

My favorite chapter is entitled “The sell phone”. This chapter deals with cell phone usage and mobile communications throughout the world. Statistics on cell phone usage in international countries (i.e. South Korea, Japan, Finland) are staggering. The evidence that marketing in the USA has lost its edge, even its respect, is overwhelming and should shake up marketers. This chapter point out that mobile dependence on cell phones is linked to the need to feel connected, with a strong emotional component at play. While texting through the SMS (short messaging system) has been readily used in European countries for over a decade, it is still fairly new to USA users. However, Punk is influencing a number of successful SMS campaigns that are now certified Punk in the USA. The book's example is Ipsh, a San Francisco mobile marketing firm that creates campaigns for the Kellogg Company, Anheuser‐Busch, and Reebok USA. Ipsh is a part of the Onmicom Group Inc., a family of marketing and PR companies. In Boston, where I reside, a mobile marketing firm, Enpocket, says response rates to a typical text message campaign are 15 percent more than traditional direct mail advertising. Texting campaigns are used to engage consumers, to connect them to something relevant to them that will keep them brand loyal. All well and good, but only if it is strictly permission‐based. The book declares that before long this third screen will be our only friend and the only thing we need for happiness. I am not sure I agree with that statement!

Throughout the book charged words keep the message out there. Every chapter contains “sidebars” geared to promote an idea or point through the use of groups, companies, or stories that readers can related to. E.g., the Sex Pistols. At the end of every chapter, the authors present “Tasty Morsels” that are obscure facts that are fun to read and informative. They would make great conversation starters in a networking session or, even better, a cocktail party. In the author's words “Use these morsels when you can't think of anything to say to your lovah” (p. 105).

The authors possess knowledge of the genera of the 1960s and 1970s that resonate with all of us who grew up in these years. The book is full of clever and thought provoking illustrations and drawings.

On the downside, there are some risqué connotations used by the authors that may turn off staunch academians. These connotations (slangs) should have been suppressed in deference to academe. Use of the vernacular stirs some controversy in academia, i.e “armed to the tits”, “WTF?”, and “piss everyone off”.

So what is Punk Marketing? “ PUNK is a defined approach to doing things differently based upon a clear set of principles for marketers. It is a call to action, a demand for revolt delivered in our own language” (Prologue). So set impossible high goals and think of crazy ways to get there. This will free your mind to bigger possibilities within the world of marketing.