One Sunday evening Jennifer (my wife) and I decided to watch Teen Wolf on Verizons on demand. We enjoy catching up on the shows all at one time and getting the limited commercials.
At least until the commercials come on.
What I object to is the fact that these commercials—are several decibels louder than the program itself. Evidently, the pitch man thinks he can bludgeon me into submission by yelling at me.
This is the old marketing.
About a decade ago, Seth Godin described this as Interruption Marketing—impersonal, irrelevant, and unanticipated.
Thankfully, this kind of marketing is almost dead.
The new marketing is based on building relationships. It’s more about being human, generous, remarkable and connecting people and ideas, so they spread.
On our Wedding Anniversary, I experienced this first-hand when I took Jennifer out for dinner at Texas de Brazil, a very dynamic restaurant in Richmond, VA.
In addition to a fabulous dining experience, I enjoyed watching the employees connect with their customers. Here’s what I observed:
- The new marketing starts with authenticity. When we arrived at the restaurant, we were welcomed by, the head hostess.She greeted us warmly, wishing Jennifer a Happy Anniversary. She seemed genuinely delighted to see us. She then engaged us in a conversation, explaining how the restaurant is an authentic Brazilian-American “Churrascaria” or steakhouse that combines the cuisines of Southern Brazil with the generous spirit of Texas.
- The new marketing is fueled by generosity. As we were looking over the menu, they had multiple servers bring us free Cinnamon Bananas and Brazilian appetizers. This was totally unexpected—and wonderfully delicious.In today’s environment, the way to create remarkable experiences is to define your customers’ expectations then exceed them. This is exactly what all there servers did. As it turns out, “It is more blessed to give than to receive” is a brilliant marketing strategy.
- The new marketing incorporates story-telling. The specialty of this Brazilian-inspired restaurant are slow-roasted and perfectly seasoned cuts of beef, pork, lamb, chicken and Brazilian sausage. The hallmark of Texas de Brazil is the style in which the meats are cooked over an open flame grill. This technique comes to the United States straight from Southern Brazil, where gauchos (cowboys) prepare meals over a campfire.At Texas de Brazil, the skilled servers journey through the restaurant with the grilled meats on sword-like skewers taken directly off the grill, stopping at each table to carve slices for diners. This style of service allows guests to experience a wide variety of offerings.
This simple experience turned us into unpaid evangelists for Texas de Brazil. Our first impulse was to share the experience with our family and friends.
The bottom line is that you can’t succeed in today’s environment without generating word-of-mouth publicity. Turning up the volume won’t help. Trying to outshout your competition won’t either.
Instead, you must build authentic relationships with your prospects and customers. This is the new marketing and anyone can do it.