“But where CM shines is in explaining what exactly Citizen Marketing is, who these people are, and what motivates them. I’ll be honest, going into reading this book, I was a bit worried that this would simply be a collection of case studies providing examples of citizen marketing, bookended with an introduction and conclusion chapter. Nothing could be further from the truth. Instead, Ben and Jackie have done exhaustive research into the subject of citizen marketing, and instead of simply rehashing examples such as the CGM buzz behind Snakes on a Plane, Jarvis’ Dell Hell, or the liberation of Fiona Apple (quite possibly my favorite story in the book, which I’d never heard of previously), Ben and Jackie talked to all the parties involved, and discovered what they did, why they did it, and who they did it for.”
Good reviews also at CGM.com and Duct Tape Marketing, but no need for that, I was sold already. I’m a bit struggling today with Life After the 30-Second Spot so a new book on my shelf will do me good. Don’t get me wrong, Life After… is a good book, but I’m not sucked into it for some reason. Maybe because it’s not all new, I don’t know, but it’s just taking too long.
I’m going to wait to buy the book yet though, since CK announced the MarketingProfs Book Club today for which I applied and what do you know, the first book is Citizen Marketers. I probably won’t be with the first 30 people, but it looks interesting and it’s definitely worth a try.