The Creative Catalyst: How to Create Better Marketing By Asking (And Answering) Better Marketing Questions

by Matt Seltzer

The Creative How to Create Better Marketing by Asking (And Answering) Better Marketing Questions is the first book by market research and marketing strategy consultant Matt Seltzer.Journey with Matt through the world of marketing, and discover how some of the most amazing marketing programs in history have been based on real audience insights. From Domino's strategy to become the world's largest pizza chain, to Old Spice's 100% increase in sales in a single year, to one of Marvel's biggest (and smallest) marketing pushes to date, you'll see how asking (and answering) questions about your audience is at the heart of what it means to truly create meaningful marketing that drives results. You'll even learn how Pepsi managed to grow huge market share by asking just one simple question! If you work in marketing - whether you're part of an advertising agency team, an in-house marketing group or are even a business owner yourself - this book will help you wrap your head around the type of thinking necessary to make real impacts to your marketing's success! Matt Seltzer owns S2 Research, a market research agency that partners with marketing firms and brands to help them conduct cutting-edge research and infuse the insights into their strategy. That thinking is exactly what drove him to write The Creative Catalyst - to inspire brands to ask better questions to create better marketing themselves.

Genres: Nonfiction

265 pages, Kindle Edition

Published August 29, 2021

Reviews

[Briar's Reviews · Rating 4 out of 5]

If you're looking for an introductory Marketing book, The Creative Catalyst: How to Create Better Marketing By Asking (And Answering) Better Marketing Questions by Matt Seltzer is a great resource.

Take this review with a grain of salt: I studied and work in Marketing. That being said, this book didn't teach me all that much - but I wasn't the main audience for the book. Having the background in Marketing helped me see the value of this book though. It's simple, engaging, and fun to read. It makes Marketing sound way more interesting than what some of my school textbooks did. The examples are marvellous and it's just all around an easy read. That's what I want out of an educational Marketing book, because Marketing truly is so mind blowing and fun.

The book opens up by explaining Marketing and giving some prime examples (such as the Coke vs. Pepsi fiasco), to make sure all readers are on an even playing field. It then goes into creative marketing techniques, valuable questions to ask in the development process, and finishes up with some more inspiration and suggestions near the end. A lot of the questions are valuable - who is your audience? Specifically, who are we targeting? What works for those people? Why are we Marketing? Why didn't certain campaigns work? All of these tied together give a good overview into the mind of a Marketer. It is a very surface level book, as Marketing can get very complex with analytics and different technologies and systems used in the process. But, as an introductory book, I think it does a great job of engaging the reader and helping to explain the overall goal and job of a Marketing campaign.

Overall, I think this book is a fantastic, educational tool. It has great value for those seeking out some initial information and want to learn the basics. I highly recommend this book if you want to take a dip or a peek into the Marketing atmosphere. It's a great start!

Four out of five stars.

I received this book for free through Goodreads First Reads.