sly : marketing

The Marketing Feeling

this is candy

What feeling should people get after experiencing your marketing, should it be the same as the feeling they get after eating candy or should it be the same as what they experience when they wake up to the sound of their neighbors working in the yard at 7 a.m?

What’s the first thing you think of when I say candy? Ah, so you’re thinking the same as me?

Yes, you probably do. But, realize that people should admire you.

I love candy. I can’t get enough of it. But, the marketing experience should not be anything like the experience that most people get after eating candy.

Let me provide you with two examples from my life (not exactly candy, but you get the point).

I ask myself why but I don’t get an answer

I drink a lot of Coca-Cola, way too much. I tell people that it’s because of the Coca-Cola advertising (but it’s not). I love Coca-Cola, but you know what, I always feel bad after I finish drinking it. Not while I’m drinking it, but as soon as I finish.

I eat a lot of potato chips, way too much, and sometimes I think that it’s because of the potato chips marketing story (but it’s not). I love potato chips, and that’s why I’m never able to lose weight (it’s not the only reason, I love pizza too). I don’t feel bad while eating, I’m in heaven or at least close by. I just love the taste.

… but only until I finish, then I wake up and realize that someone has put a spell on me, a candy spell. I just keep eating until whatever’s in the bag is empty. That’s the spell.

The good

Your product and your service should be different from the feeling you get when you finish eating or drinking something you know you shouldn’t be eating or drinking. Candy.

You want your customers to feel awesome. You want them to be fantastic, and you want them to keep having this feeling after they finish using what you offer. You want them to understand that it’s good, it’s all good.

The bad

The problem with candy is the feeling after you finish eating. We all know that it’s bad (at least we all know that it’s not good for us). But we continue to eat and drink things that are not good for us.

We love the taste, we love the smell, and it gives us the great feeling before and during, but what happens after?

The ugly

You don’t want them to realize what they’ve done just after they finish;

What was I thinking? It’s bad, why did I buy this crap?

And then, a few hours later, because they’re addicted, they’re at the store buying another one of your products.

I know it sounds great. Get people addicted to buying crap, but you really don’t want this.

image: flickr



13 responses to “The Marketing Feeling”

  1. TristanH says:

    I remember looking through a friend’s notebook once. He has a bunch of business ideas in there and then I saw that he had crossed out an entire page and written in the margin, “Only be involved in businesses that leave both me and the customer smiling.”

    I like your idea of making a product/service/whatever addictive enough that people want to come back for more and more. I guess that really is the holy grail of marketing, eh?

    Nicely done, Jens!

    • A lot of people are thinking short term. Keeping the customer smiling is what it’s all about.

      That’s the reason why I order my pizza from the same restaurant. Not because it’s the best tasting pizza, but because the people making it are awesome.

      Thanks a lot for you comment! I really appreciate it.

  2. Very good adage mentioned by Tristan above, and I really like the analogy you created here Jens. Not only should our marketing be ‘anit-yuck factor’, but it should leave them wanting more, more, more. Are they waiting for our next blog article? Are they interested in returning back to finish what they couldn’t get to on the first visit. This, to me, the the proper marketing ‘after taste’.

    • Yes, exactly. We should try to become more like Apple. Their customers are addicted. They’re just waiting for them to launch a new product, and whatever it is, they’ll buy it (I’m not addicted, because I haven’t bought the iPad yet, but I’m not sure how much longer I can wait) 🙂

      Thanks a lot for your comment Marcus.

  3. Peggy Baron says:

    Good post, Jens, it got me thinking. I like the analogy and it’s certainly something I can relate to. I’m a chocoholic.

    And I like what Marcus said about the proper marketing ‘after taste’. Great service, delicious healthy food, not too much to eat (gets overwhelming and makes you feel like crap afterwards), and an overall wonderful experience. That’s the way it should be and will keep us coming back for more.

    Thanks,
    Peggy Baron

  4. Andrey Cquence says:

    I think I don’t want customers or any people around me making poor choices. Because, as we see, not everything that tastes good and feels good while you consuming it is good. I wouldn’t like to be around people that sell and consume crap.

    I’m not sure what I think about Apple in this regard. I don’t have any Apple products but I admire their design and marketing. I guess I think buying an Apple product is certainly not as bad for a person as consuming unhealthy foods. After all most of their products probably helping people to do work. Drug dealers on the other hand can be great marketers but what they are selling is absolutely wrong.

  5. Ultimately – its about making your mareting “click”. Like with people, connections we make instantaneously almost like magic, last longer and are more rewarding.

  6. Jayson Hipolito says:

    I’m glad to see this jens, because I need this one in my work I have so many question that I dont know what i’m going to do but now I find in here thanks for sharing this jens.

  7. Joseph Hipolito says:

    By the way Jayson this is really helpful and until now I’m applying this.. glad you share this jens..

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