Seinfeld on Marketing: Having a feel

Happy Seinfeld on Marketing day to you all! In this episode, there really is no need for a setup, so jump on in the pool:

KRAMER: What’s today?

NEWMAN: It’s Thursday.

KRAMER: Really? Feels like Tuesday.

NEWMAN: Tuesday has no feel. Monday has a feel, Friday has a feel, Sunday has a feel…

tuesdays.pngDoes Tuesday not have a feel? Tuesday can be easily forgotten being that it is wedged between it’s-back-to-work Monday and hump-day Wednesday. Poor “feel-less” Tuesday. Without having a feel, it is often overlooked and ignored.

For businesses, “a feel” could be interpreted as a memorable and remarkable experience. Whole Foods has a healthy and natural feel. Harley Davidson has a rebel feel. Apple has a sleek and innovative feel.

Does your business have a feel? How do you get a feel? Those companies that we often associate as having a strong feel (or brand) usually concentrate their efforts on the four D’s of strong brands:

  1. Differentiate. Make your business stand out from the rest. Do the opposite of what is being done in your industry.
  2. Discover. Allow customers to discover for themselves why your business is so special. Refrain from “telling” your target audience why you are special. Now is the time to remember that “it is better to be a guide on the side than an sage on the stage”.
  3. Delegate. Give control of your message to your evangelists that are ready and willing to spread the good news of your business to their friends and family members. Provide them with the easiest and painless way possible for them to share.
  4. Delight. Continual innovation or providing moments of astonishing customer service all help to keep your customers interested and coming back for more.

At least Friday has a feel. Happy Friday everyone!

This post is part of a weekly series, Seinfeld on Marketing.


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