Seth Godin, author of 17 bestsellers and world-reknown speaker, will present the Closing General Session at the NAILBA 33 conference in Hollywood, Fl., on Friday, Nov. 21, 2014 at 3 p.m. Here are some insights from Godin:
“We live in a world where consumers actively resist marketing. So it’s imperative to stop marketing at people.
The idea is to create an environment where consumers will market to each other.” – Seth Godin
I grew up in the ‘70s and my reference to consumerism comes in the form of the great jingles of that time — Burger King, Oscar Meyer (Is it so obvious that it’s nearing lunchtime as I write this column?).
Their catchy tunes had me singing “hold the pickles, hold the lettuce,” or “My bologna has a first name, its O-S-C-A-R.”
As much as I loved them, those commercials interrupted my reruns of Gilligan’s Island and The Brady Bunch. In those days, I didn’t have a DVR. Sheesh, I didn’t even have a remote control. I couldn’t hit pause and wait for the commercials to end. I watched them, every last one of them, experiencing the flash of logo, the earworm of song. These days, my introduction to products is different. Other than the Super Bowl, I don’t remember the last time I actively sat through a commercial and paid attention.