“They've got us packed in like sardines,” I observed to the guy two chairs to my left. He was an older guy with a smattering of sandy hair laid on his bald head like a doily. He grimaced.
At that moment a 30-something long-haired fellow strode over to the table. “Anyone sitting here? Hi, I'm Sundown.” We shook hands. Sundown introduced himself to the guy on the end. They shook hands. The guy on the end leaned over toward me, holding out his hand. I automatically reached out my hand.
“Paul,” he said, and we shook, hard. I tried not to let my eyes pop out of my head. Ow. I got up to get some coffee. The others headed for the bagel table.
We snuggled back in. Another guy inserted himself in the chair to my right. He stayed for about 30 seconds, and then he was moving on. “I need more room,” he laughed, shaking hands all around. He took the chair with him. Awesome. I spread out, shifting my chair inch by inch to fill up his empty space. Whew. I stopped feeling like a sardine and started listening to the opening remarks.
Marketing people talk really fast. In my bleary-eyed state, keeping up was a challenge. I lagged abut 8.5 seconds behind each speaker, the entire day. Part of my problem was that I was torn between taking notes or watching the PowerPoint slides. Doing both requires bi-focals, which I currently choose not to use. So, reading glasses or distance glasses? I opted for distance so I could read the slides, but then the scribbles in my notebook were a hazy blur. Getting old is hell.
My shining moment came when the moderator asked the audience for some ideas of businesses for which we might have a hard time identifying an emotional component. Someone said “children's lunch subsidies.” I called out, “marketing research.” Members of the audience volunteered three more ideas, which were so bland I can't remember them now. Then we five volunteers were asked to leave our chairs and stand in different areas of the ballroom.
Resigned, I got up from my chair and walked toward the back of the room to take up a position by the untended bar. The other volunteers went to their respective corners.
“Go help these people figure out the emotional component of their dry, unemotional businesses,” shouted the moderator gaily. The audience erupted slowly out of their seats. I waited, half hoping no one would would be interested. One guy came hesitantly over to me.
“Marketing research?” he asked.
“Hi, I'm Carol. What do you do?”
“I'm John. I'm in real estate.”
“How nice.” I waited. When it looked like nothing further was forthcoming, I prodded him by saying, “What emotion do you think might be lurking in marketing research?”
Before he had a chance to say more than a few words, an older white-haired woman came trotting up.
“Fear!” she said confidently. Wow. Was I so obvious? I looked at her, frozen.
“Fear of the consequences of making the wrong decision,” she clarified. She stuffed a piece of bagel in her mouth.
Ah, she didn't mean me and my fear. She meant the fear the prospective client might be feeling, which would prompt them to hire me. To assuage or avoid their fear. Okay, I get it.
Another woman joined us, youngish, dark-haired. “I'm from So-and-So ColorPlace!” she said and proceeded to tell us about how her company has to change its name because a rapper has recently used the name in a nasty song. Wow. Now, that's something to be afraid of, that your company name will be inadvertently destroyed by a rapper. I couldn't compete, so I let her ramble on. Soon it was time to return to our seats, and I fell back into obscurity.
That was pretty much the high heart rate point of the day, except maybe for the moment when the last speaker stopped talking and the beer began flowing. I politely declined the beer ticket the assistant waved at me, still appalled that I had managed to imbibe three of the five deadly food groups at lunch: wheat, dairy, and sugar. (If you add caffeine in there, another whoops.) Beer would have put paid to my self-esteem crisis. At that point I was sure what would serve me best was bath and bed, so I gathered up my gear and headed for home.
Later, the phone rang during my oblivion, but I merely noted that it was not my mother and buried my head back in the pillow. Exit, stage right. I'm not sure why the day was so grueling. There were only 65 people there, not a massive crowd. Everyone was well behaved. Hardly anyone talked to me, so I didn't have to fend off energy vampires. My table mates were pleasant. Other than the fact that I was sleep deprived and I ate a crappy lunch, I have no excuse for feeling obliterated by the day.
Today, the day after, I've had some time to think about it. I think I've figured it out. It's marketing, that is what it is. I've got the marketing disease. It's the Don't sell, persuade! syndrome, in which we desperately seek the magical combination of words and images that will inspire/motivate/persuade a potential client to respond to our call to action: Pick up the phone! Click on this link! Give me your email! Please, please, pretty please! What can I give you, what would it take, to make you like me, to make you want me, to make you hire me? Tell me, tell me, tell me...
