Ice to the Eskimos: How to Market a Product Nobody Wants

By Jon Spoelstra

Book Overview

You. That's Right. YOU. You've got a problem. You've got a product that's not first in its class. It's not even second. You've got to find a way to market that product. What Are You Going To Do? You're going to read this book, that's what. Let's face it. There comes a time in the life of every business when a product or service does not sell up to expectations. Maybe your product is outmoded. Or hasn't been positioned correctly. Or is competing in a crowded market. Whatever the reason, Ice to the Eskimos is dedicated to helping you reclaim that lost ground. It's about taking a product or service and turning it into a winner. If you've got a product that is not the best in its field, then you will love Ice to the Eskimos . Take the principles Jon Spoelstra writes about and run hard with them--you'll be amazed by the results. Written by the former president of the hapless New Jersey Nets, Jon Spoelstra is the man responsible for tripling that team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's talking about. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired and beaten product to achieve unprecedented profitability. Not just for sports marketers, this lively, entertaining book successfully makes the jump from sports to whatever your product may be. The techniques Spoelstra perfected while working for teams in the NHL and NBA--from innovative packaging to image overhaul--apply to any product in any company. The numerous winning examples are sure to make Ice to the Eskimos a must-read for anyone with a product or service to sell. Ice to the Eskimos is sure to be an instant marketing classic. It will show millions of readers how to market their product...sometimes even after they've given up hope. By using the powerful techniques in this book, you too can learn to achieve the impossible and market ice to the Eskimos.

• Format: Hardcover
• Language: English
• ISBN: 0887308511
• ISBN13: 9780887308512
• Release Date: May 1997
• Publisher: Harper Business
• Length: 288 Pages
• Weight: 0.87 lbs.
• Dimensions: 1.1" x 5.8" x 8.5"

Customer Reviews

Superchage your marketing campaign!

Eskimos have all the ice they need and presumably don't perceive the need to get any more, let alone buy it. Joe Spoelestra illustrates how to take that ice and turn it into something desirable (a Slurpee) for example, or bundle it with something that makes it desirable - a sled and a lift to create an experience to sell. Joe details his experiences, primarily in sports marketing. They are especially applicable to those in the entertainment and service industries but can be applied in virtually any industry. The book is full of new ideas, fresh insights, and ways to repackage that which nobody wants in such a way as to change the customers' perception of value and create a compelling value proposition.The book is much better than this review. :-) Pick it up, read it, enjoy it and act on it. "Ice to the Eskimos" will give you fast easy ideas that can be used to jump start your business!

How to market products that nobody wants

The author starts with damaged goods, typically a sports franchise that is not winning. He then applies great thinking and action to turn around their sales.The author tells you lots of stories of his successes and then describes the techniques that he used. There's lots of practical advice here.He has just released another book, "Market Outrageously", in 2001. I have just finished reading the new one, and read this older one when it came out about 3 years ago. In some ways this older, original book has more material. However, the newer book adds to this information and has enough new material to make the purchase worthwhile. If you are a marketing professional, or a business owner, you should buy both.Or, buy the newer book first, then if you like the style and information, then buy this older book to supplement the first.You can also see my review comments for "Marketing Outrageously" in that book's review section.Both books are fun and easy to read. In both books you'll be totally absorbed in the material.The author has strong opinions and has produced strong results. So I rank this book as "highly recommended."John Dunbar

Ice to the Eskimos

I run a small company with almost 100 employees. My background is finance so you can think of my surprise when I received this book as a gift. I've always thought that marketing was part voodoo and part bull. But, I decided to read just one chapter of this book. That led to another chapter, then another. Then I started to SEE and UNDERSTAND marketing. We initiated some of Spoelstra's ideas to fit our company and we received almost immediate big results. I see... Spoelstra has another book coming out next year. I personally will try to be the first one to buy it.

ICE TO THE ESKIMOES:How to Market a Product Nobody Wants

This author has done a great job in explaining in detail how to market something that not everyone wants. He explains that a sales force is not needed if the product was in full demand.I especially like at the end of his chapters he has "A Simple Test You Can Take". This question and answer area can then be applied to all aspects of your current business.

Get This Book, TODAY!

Jon Spoelstra has written the best marketing I have found. Aside from the wonderful real-life examples, Jon's explanations and analysis MAKE SENSE! While reading the book, I found myself nodding in agreement -- the techniques he explains work on me when I purchase a product! His examples were like a huge light bulb going off and I am implementing his recommendations immediately.Unlike books which are written from the Ivory Tower or from the Executive Office, Ice to Eskimos is written from the minds and the wallets of customers! If you want customers, get this book!