Instead of my usual Seinfeld on Marketing, I decided to dedicate the next few days to a series called Festivus on Marketing (ending on December 23rd, of course!)
For the few of you out there who are not familiar with Festivus, it is a holiday that “prolific” Frank Costanza of the TV show Seinfeld created because he “hated all the commercial and religious aspects of Christmas, so he made up his own holiday.”
Here’s how Festivus was born:
FRANK: Many Christmases ago, I went to buy a doll for my son. I reached for the last one they had – but so did another man. As I rained blows upon him, I realized there had to be another way!
KRAMER: What happened to the doll?
FRANK: It was destroyed. But out of that, a new holiday was born. “A Festivus for the rest of us!”
Frank Costanza unknowingly created a small tribe of people who wanted something different by catering to “the rest of us.” And that is how most remarkable things are born.
In 1998, most of us were fine with the directory style of Yahoo! Then along came Google for the rest of us who wanted another way of “returning extremely relevant results” on the web. In 1971, most of us were fine with our flight travel. Then along came Southwest Airlines for the rest of us who wanted a “different kind of airline.”
The trouble occurs when we try to market to the most of us and concern ourselves with getting the most eyeballs or the most traffic to our website or store. When in reality it’s not about getting the most as it is about getting the few – “the rest of us” – who are passionate about what you have to offer.
Seek out “the rest of us” – we’re waiting for you!
Photo Credit: axelsrose