Seems to be a lot of tension in the relationship between consumers and marketers these days. As I re-read an article from my April 17th AdAge (General Mills Legal Policy Could Threaten Consumers’ Goodwill), I was reminded of something that happened the summer between my 4th and 5th grade year.
It was my first time at sleep away summer camp. We were all swimming and having a great time in the large camp pool, but suddenly – it seemed – every time I would come up for air this little boy named David would splash water in my face. I would duck underwater, hold my breath and swim as far away as possible – but again, he would find me, and splash water in my face and laugh. This happened three times when finally I got out of the pool, tears of frustration streaming down my face. Why was he being so mean to me?
Later, around the campfire, it turned out that David has a crush on me. He “liked” me, and actually wanted me to be his girlfriend (remember, this was 4th grade, although I’m pretty sure it works the same way today).
Marketers want so badly to connect with and engage consumers, yet so many of the techniques and attempts have the exact opposite effect.
I don’t know, maybe it’s time we grew up a little?
Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with brands and retailers, we’re spending the next year looking for new, groundbreaking thought leadership – if not disruptive solutions – with the potential to redefine the parameters of consumer loyalty. If you also want to see some game changing happen -then follow Upstream Insight, contribute your voice, share this post…do something!