Pow! Right Between the Eyes: Profiting from the Power of Surprise

In the midst of a recession, Nulman offers a way for marketers, advertisers and entrepreneurs to capture consumer attention by harnessing the power of surprise marketing. Starting with entertaining forewords by comedian John Cleese and talk show host Craig Ferguson, who both understand the necessity of shock and timing in getting laughs, Nulman proceeds to offer (and amuse) with astute insight about how companies can create a bigger bang for their buck by imparting the unexpected in their marketing. Using case studies of ad campaigns, the author describes what successful shocking marketing is (Oprah declaring, “Everybody gets a car,” to her studio audience, which sent her Web site's traffic up 800%) and is not (St. Louis using the ubiquitous arch in an ad campaign to portray the city as “surprising”). Drawing on 15 years of experience as the CEO of the Just for Laughs Festival, the author emphasizes that the element of surprise is pertinent for anyone trying to sell a product or gain attention for a cause or event. This colorful and enlightening book will engage business readers looking for innovative ways to win without breaking the bank. (Feb.) (Publishers Weekly, December 22, 2008)