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AGENCY Q&A
ANDY NULMAN'S career has always had the "pow" element. As a teen in the 1970s, toiling for a weekly Montreal tabloid, he scored an interview with Suzanne Somers when she was a superstar on Three's Company. Later, he was CEO of the Just for Laughs festival before becoming a pioneer in the mobile marketing field at Montreal's Airborne Entertainment, where he's president and CMO. In his spare time, Nulman writes about "Pow!" marketing moments in his blog, called Pow! Right Between the Eyes! He spoke with danny kucharsky about surprise marketing, mobile apps and the iPhone.
What's your last great Pow! marketing moment?
Oh my god, I get new ones every week. A guy wrote me recently, his name is Dan Ward, and said, "Look, I have a book out. It's a self-published book in a sea of Harry Potters. How do I get any attention?" I said "How much do those books cost you? Five bucks apiece? Spend a thousand bucks on yourself-| the equivalent of] 200 books-and make a sticker saying "This Book is Free." Put it on the business shelves of bookstores around the world." And that's what he's doing. And hopefully people will take 'em and maybe they'll be caught by bookstore security.
What is surprise marketing?
People are basically bored and immune to most marketing. There's so much sameness. So surprise marketing really is "How do we cut through that clutter?" It is that...