This morning, at 7 a.m., a loud intense noise reminded me of the importance of marketing.
I live close to my neighbors, only a small yard is between our houses.
This morning I didn’t hear the sound of birds. I didn’t hear people talking, or dogs barking. The sound reminded me of a chainsaw. Then, when I opened the door, I was staring at, well, this:
I was standing on the porch watching all the men working in my neighbors yard and I thought for a few seconds that maybe I wasn’t entirely awake. Unfortunately, I was.
I decided to return to the kitchen and finish my breakfast while listening to this unbearable sound.
I felt I had a problem, well, only a minor one, but nonetheless, it felt like a problem.
A few minutes later, as I was looking at the empty bowl of cereal, a lot more happened.
My neighbor wasn’t home. His car was replaced by another vehicle, a red tractor.
I opened the door once more, walked outside to get a closer look, and started to think about permission marketing, the book by Seth Godin. Then, I thought about spamming, and I thought about the importance of trust.
As a marketer, and a neighbor, I would never have hired people and started work without talking with all the neighbors first.
It’s all about asking permission. If people think they’re part of a decision process, it makes them feel good, it makes them feel like good neighbors and good friends.
If you don’t get permission, and your work involves other people, don’t do it. Well, unless you don’t care about the results or the chaos it may cause.
I’m back inside the kitchen, listening to the sound and relating it to drive by shooting. Our neighbors, the ones who hired the workers, they don’t know the effects of their decision, they have no idea what or who they’ll hit.
As a marketer, the results should be according to a strategy, as part of a marketing mix. That’s why we should build tribes and be part of a community of people who supports us and motivates us.
I don’t believe that customers or neighbors enjoys surprises, unless the surprises are rather awesome.
Sometimes, any sound, any sound at all, is the sound of marketing.