I just read Seth Godin’s ‘We Are All Weird’ this morning and like most things Seth writes, he got me thinking. Now, if you haven’t read the book, it is a manifesto that defends the idea that brands and marketers need to do more than simply cater to the masses or what they perceive as the ‘normal’.
Our availability of choice has enabled each of us to embrace what is unique in regards to our wants, needs and desires and in turn, we are ‘weird’ because of our niches.
It’s an interesting idea to consider the availability of our ability to have an option to make a choice rather than having it made for us in addition to the ability for someone to develop, produce and sell something ‘weird’ and how this is changing the concept of how we market and to whom.
I agree with Seth on these premises; if people want something, are willing to pay for it and we are willing and able to make it and sell it, then so be it. But does that remove the market for normal?
In the last section of the book, Seth writes ‘if you’ve made it to the end of this manifesto and come to the conclusion that you need to spend more time going after niche markets, I fear we have both failed.’
What if we all started going after tribes or groups of ‘weird’ consumers? Is there really no need for brands to cater to a niche?
And what if we can’t do anything beyond going after niche markets? What if that is what we do best?
In the book, he talks about a hotel chain in the San Fran area that caters to the ‘weird’. They are ‘weird’ themselves, so are able to capture, articulate and build an experience for the audience. He then talks about how Hyatt observed this working and made an attempt to do it themselves. What happened was a fake atmosphere with a fake staff catering to a non-fake ‘weird’ consumer.
As the consumer I would be offended. A little like the way people come to visit Boston and try to take on our accents. It’s BS and it doesn’t work. So how can a brand like the Hyatt cater to ‘weird’? Is it even possible?
In this example, I feel that the Hyatt works as a niche market. They have a brand and a reputation and a loyal following. We know what to expect when we check into one and we don’t expect them to be ‘weird’. Are they missing an opportunity because of this? I would have to say no.
Now I’m not saying there is no opportunity for someone to market to a ‘weird’ audience. In fact, I love that this opportunity exists because it fuels the growth of small businesses in our economy. But I don’t think we all need to be marketing to ‘weird’.
What do you think of this?
[...] Should We Really Be Marketing to ‘Weird’? [...]
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