An AMAZING 2013!

Hello All.  I wanted to thank everyone for your amazing support this year with the release of "The Surfer's Guide To Marketing."  Its incredible to think that an idea in my head could come to fruition and be as successful as it is.

When I came up with the concept and wrote "The Surfer's Guide To Marketing" I thought it would be a great tool to help students and young marketing minds to see the amazing opportunities that live within my industry.  I had no idea that I would get such a great response from a diverse audience, support from friends, family, and interested consumers alike.

"The Surfer's Guide To Marketing" is on the shelf!

Having created T.E.A.M. to help motivate underprivileged students and showcase how they could excel in the world of sports and entertainment, I knew that showcasing my experience with brands like ESPN, NFL, ABC, etc. would resonate.  It was a formula I utilize in speaking engagements and when I meet with aspiring and talented individuals.  But until you put your heart and soul into a project, spend significant hours and energy creating it, and ultimately put it out for the world to enjoy, you don't know if you have a success.  It's something that I mention in the book as part of the marketing process but ironically I've realized it was also the feelings surround the creation of the book itself!

So as we end 2013, I wanted to thank everyone who helped me get to where I am.  All of the clients who had confidence in me and my team to develop campaigns that exceeded their expectations.  All of the creative and strategic minds that allowed me to join them to develop innovative efforts.  The amazing roster of celebrities, athletes, and business executives that I have been fortunate enough to engage and collaborate with.  And my family who go beyond this little "bucket list" project and stand by me regardless.

And most importantly, anyone who reads this and supports what I do.

"The Surfer's Guide To Marketing" was founded on the promise of providing an educational, motivational, and entertaining experience and I encourage you to read the book regardless of your career field.  Because had I not taken my own advice, I would have never taken a chance and written the book.  You can succeed in any field or activity you choose and if I can go from a packaged goods marketer to developing Super Bowl events, anyone can do it!  And as I always say, if a large uncoordinated man like myself can balance on a small board on large waves, then you can do anything!

Here's to a great 2014 and I hope "The Surfer's Guide To Marketing" provides an idea, an urge, or a spark to make your next year as great as mine was this year!

ESPN's 30 For 30 - Eddie Aikau

Tonight, ESPN's award-winning 30 For 30 documentary series is featuring surf legend Eddie Aikau.  In "The Surfer's Guide To Marketing," we discuss the legendary life and legend of the Hawaiian surf icon.

In the Chapter on Puffer Fish, or becoming a strong, powerful brand when you don't have the resources to actually get there, we talk about attitude and fear.  Utilizing Eddie's legendary courage and willingness to put it all on the line is the ultimate example of how marketers and surfers must summon courage to be daring.  Please enjoy the excerpt from the book in honor of tonight's documentary on the legend that is Eddie Aikau...

"Eddie Aikau was a legendary surfer from Hawaii.  In 1978, Aikau was a member of the crew that ran into trouble in the Pacific when their boat began to sink.  In need of help, Eddie took his surfboard and set off in an attempt to paddle to Lanai to get help.  Unfortunately, he was never seen again.  But his attitude, confidence, and flat out heroism spawned the mantra “Eddie Would Go”.  I’m not saying that marketers should risk life and limb but you must also have the wholehearted belief that you can and will succeed based on your abilities.

One of the biggest flaws in business is self-doubt.  Not providing the support, resources, or fortitude necessary to truly support a campaign, initiative, or new idea.  While some people like your boss or CEO may sign off on the budget or give the green light, are they truly putting their wholehearted confidence behind the effort?  Show me a surfer who drops in at Pipeline with 50% effort on a big day and I will show you a surfer who is going to wipe out 100% of the time.

The attitude of the Puffer Fish is exactly that; if you think you are big, you can be big.  If you think you have the strategy, creativity, hustle, common sense, or just better offerings than the next guy, you need to exude confidence in that belief.  While the saying “fake it ‘till you make it” comes to mind, I would suggest that we refer to being a smaller fish as our ability to hunt like a great white while trapped in the body of a minnow.  (And hope we never get trapped inside the body of great white!)  It’s not the size of the fish in the fight, but the size of the fight in the fish.  I’d put those mean little Bettas that live in Dixie cup-sized containers at the pet store up against fish ten times their size.  If you believe you are big, and have the ability to perform well beyond your current capabilities, then you are indeed a prime candidate to act like a Puffer Fish."

Eddie Would Go.  Would you?

Radio Interview On The MO SHOW

Here's the latest interview with author Randy Rovegno.  Click on the link and simply play the clip.  Randy comes in at the 20 minute mark.

http://www.blogtalkradio.com/moradioshow/2013/09/04/mo-radio-show-on-sports

BOOK EVENT

Last night I attended a mixer for Entertainment professionals in Santa Monica and spoke about "The Surfer's Guide To Marketing"   As the presenter for the session, I was able to reveal some of my tips and tactics that have served me well across my career.  Along with explaining some of my favorite case studies, we were able to have a productive conversation to address issues and opportunities in the world of Entertainment.

The group discussion included a significant amount of time on social media and how networks and studios tend to produce the same, ineffective strategies that garner flat results.  In "The Surfer's Guide To Marketing" I encourage marketers to create a relevant story, provide continuous and dynamic content, and reward loyal followers.  Simply providing basic facts to the followers and community that has an affinity for your brand isn't going to grow your business.  It's imperative that you give this ideal market the utmost attention as they've already bought into your brand and thrive on innovative or novel information.

With Facebook's "Suggested Posts" (a finely worded term for advertisers) there is now a non-organic element to users' pages.  Ads that pop up and earn an impression by simply being on your browser when you log on to Facebook at that time are going to dilute the messages you are attempting to communicate.  We concluded that its imperative more than ever with these distractions to bring interesting content to the table.  New character details, images, or even "cutting room floor" content that has never been viewed can become vehicles to drive your followers.  Give them what they want and your brand will be rewarded.

I was personally thrilled with the chance to discuss my career and marketing experience and meet some great future innovators.  The creative, passionate audience in attendance was more than gracious and we concluded the evening signing a few copies of "The Surfer's Guide To Marketing!"

The Surfer's Guide To Marketing Press Release

THE SURFER’S GUIDE TO MARKETING DELIVERS HUMOROUS INSIGHTS FROM 20-YEAR INDUSTRY PRO

Breezy and Instructive, Book Offers Case Studies, Tactics and Tales

From Across the Marketing Waterfront

REDONDO BEACH – July 13 – THE SURFER’S GUIDE TO MARKETING, the innovative new book by marketing pro Randy Rovegno, combines the rollicking worlds of marketing and surfing to do for brand promotion what “Freakonomics” did for economics. 

THE SURFER’S GUIDE TO MARKETING offers case-study interviews with innovative business leaders at ZICO Coconut Water, Body Glove and 20th Century Fox, and charismatic pro athletes such as football great Drew Brees and surfing pioneer Laird Hamilton. This entertaining book provides practical tactics for everyone from students to senior staff and is designed for use by small-business owners and corporate executive alike—even if they have never stepped foot in the ocean.

“Randy uses surfing as a great teacher and provides interesting analogies to communicate his marketing philosophies,” writes Hamilton in the book’s introductory chapter.

Rovegno is an award-winning marketing executive who has worked with internationally known brands such as ABC, AT&T, ESPN, NBC, NFL and 20^th Century Fox. THE SURFER’S GUIDE TO MARKETING connects surfing anecdotes with marketing insights as naturally as a leash to a longboard.  Rovegno's humorous style and industry expertise carries the reader through dynamic principles and real-world examples in an approach that is at once educational, motivational and entertaining.

About THE SURFER’S GUIDE TO MARKETING

THE SURFER’S GUIDE TO MARKETING is an entertaining guide to marketing strategies in today’s fluid business landscape.  Available in paperback or electronically from retailers including Amazon and CreateSpace.com, THE SURFER’S GUIDE TO MARKETING crushes boring textbook rhetoric like a barrel at North Shore, using easy-going humor and real-world perspective to encourage fresh thinking and positive attitudes. For more information, visit these sites:  

www.facebook.com/TheSurfersGuideToMarketing

thesurfersguidetomarketing.blogspot.com

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Media contact:

Carl DiOrio

Bob Gold & Associates

310-320-2010; 

carl@bobgoldpr.com

The Surfer's Guide To Marketing Radio Interview

Hey Friends, Followers, and Fans...

Here is a recent radio interview featuring author Randy Rovegno discussing the new book, some marketing philosophies, and experience creating successful brand communication efforts.  

Please feel free to listen and post on your social media channels!

Mahalo!

Purchase The Surfer's Guide To Marketing

The Surfer's Guide To Marketing is out just in time for summer!  Be sure to pick up your copy today.  It's an innovative, entertaining look at the various marketing tactics that have proven success.  From social media to celebrity integration, we cover everything small businesses and Fortune 500 companies utilize to drive their brand.

A few of the outlets to purchase the future best-seller include:

CreateSpace

Amazon