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To Dave, marketing isn’t about trying to convince people to purchase things they don’t want or need. He’s also genuinely passionate about marketing.
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He’s young-just forty-and looks even younger, with downy cheeks, wire-rimmed glasses, and a wide-open grin.
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No one would mistake Dave Balter for a Madison Avenue shark as portrayed in the popular TV series Mad Men. People talk about Cheerios more than Disney World. And lest you think this contradicts what we talked about in the previous chapter about Social Currency, read on. And so is everyone else who subscribes to the interest-is-king theory. “Nobody talks about boring companies, boring products, or boring ads,” argues one prominent word-of-mouth advocate. Most buzz marketing books will tell you that. If word-of-mouth pundits agree on anything, it’s that being interesting is essential if you want people to talk. Which of these products-Disney World or Honey Nut Cheerios-do you think gets more word of mouth? The Magic Kingdom? The self-described place where dreams come true? Or Cheerios? The breakfast cereal made of whole grain oats that can help reduce cholesterol? Clearly, the answer is Disney World, right? After all, talking about your adventures there is much more interesting than discussing what you ate for breakfast. Yes, the classic breakfast cereal with a bee mascot that “packs the goodness of Cheerios with the irresistible taste of golden honey.” Considered reasonably healthy, Honey Nut Cheerios is still sugary enough to appeal to children and anyone with a sweet tooth and has become a staple of many American households. Now compare these exhilarating images with a box of Honey Nut Cheerios. The look of wild triumph on my face when I successfully steered the boat to safety-after being doused with dozens of buckets of water-is still family lore.
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My cousin and I were picked from the audience to play Gilligan and the Skipper in a reenactment of Gilligan’s Island. Memories of my own first visit in the early 1990s still make me smile. Even adults beam joyously when shaking hands with beloved Disney characters like Mickey Mouse and Goofy.
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Younger ones savor the magic of Cinderella’s castle and the thrill of exploring the rivers of Africa in the Jungle Cruise. Older kids love the frightening plummet down Space Mountain and the Tower of Terror. More than 18 million people from all over the world visit the Orlando, Florida, theme park annually. Say those words to children under the age of eight and just wait for their excited screams. To win a signed copy of Contagious: Why Things Catch On and Genius swag, add an annotation to this chapter of the book! Simply highlight the text you'd like to annotate and click the "Write your own Annotation" button that pops up.
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