I was watching a Seth Godin video – from visceralbusiness.com (I got it off iTunes). He’s a marketing guru, and he was talking about selling – and marketing. It’s been interesting to learn about marketing and advertising. There is a shift for those that are involved in advertising. When they “sell” something, they are “explicitly” selling a product, but they are “implicitly” selling a feeling.
According to Seth, Starbucks sells the feeling of being with people that are much like you; that when you are walking around and you’re thinking of a place to get a drink that the feeling of – “oooh Starbucks” is what they’re selling. That’s why you pay 4 bucks for the coffee. They’re selling the feeling.
Tiffany & Co sells blue boxes. Have you ever given someone a blue box from Tiffany’s? I have. I gave my wife 2 of them at one Christmas. I happend to have some awesome jewelry in the boxes, but the feeling that everyone in the room got when she got the blue box – even before she opened them – that was what Tiffany’s was selling and that’s what I bought. It was good too.
I believe it is the same for a Crate and Barrel box. It’s the anticipation of walking into Abercrombie & Fitch – anticipating the smell and loudness of the store.
The other thing that I was thinking about was the power of the shared feeling that can be sold. When a few people are all feeling the same thing – and a ad can tap into that – that’s even more powerful. I’m just starting to process through these things. I think I’m going to ask my friend Chato Hazelbaker to shed more light on this. Come on Chato – you have to leave a comment now and help us all understand this better.