It’s Friday…so you know what that means, right? Seinfeld on Marketing. I have felt bad as of late that I have neglected some of the other characters of Seinfeld. I hope to rectify this wrong doing today. In this episode, Jerry is talking with his father about going to a family dinner party and his fear about sitting next to his Uncle Leo:
JERRY: If I wind up sitting next to Uncle Leo, I am leaving. He’s always grabbing my arm when he talks to me. I guess it’s because so many people have left in the middle of his conversation.
MORTY: And it’s always about Jeffrey, right?
JERRY: Yeah, he talks about him like he split the atom. The kid works for the Parks Department.
If I had to lay down a few of my hard earned greenbacks, I would bet that Uncle Leo would not have made a very good marketer. The “grab and gab” just doesn’t make the cut in today’s marketing world. The forced marketing of yesteryear – the mass marketing commercials, the banner ads and the dinner-interrupting telemarketing calls – are no longer effective. Now, we resent ever being forced into listening and we have armed ourselves with DVRs and the Do Not Call List. Sorry Uncle Leo…you time has come and gone.
Today, we want authentic and engaging dialogue with businesses. And it’s not about what you think is important (the cousin Jeffery topics), but rather what we the consumers find valuable. If you haven’t already, it’s time you start talking with us in a way that we want you to. Be it blogs, newsletters, podcasts…whatever.
Forget the “grab and gab”. And don’t even think about the “post and boast” (self serving blog posts), that doesn’t work either. Keep it real.
This post is part of a weekly series, Seinfeld on Marketing.