We consumers are fickle beasts. Even those of us involved in marketing are often wrong footed by other marketers. Jon Burg has a great post, and provokes an excellent discussion around Seth Godin’s new book, Tribes:
I’m part of a tribe – a Godin follower. I generally enjoy his work. I think he’s an overall brilliant marketer. The early reviews of the book looked positive. I was glad that I finally had the foresight to pre-order the book everyone would be talking about.
But Jon’s enthusiasm is tainted when, on the day that the new book arrives, he finds the audio book version is available for FREE.
Is this a mistake or a great marketing ploy? Does the availability of a free audio book stop you from purchasing a hardcopy book? Would you feel that your author (or brand) loyalty had been betrayed?
Take a look at Jon’s post and read through the comments and then let me know your point of view. Brilliant marketing or betrayal? You tell me.