The Best Marketing Doesn’t Feel Like Marketing

I am a thief. I admit it. No not a content thief as I described in my post this past May The anatomy of an (alleged) content heist but rather a thief of a great quote, this one from someone I am fortunate to call a friend, Ann Handley, the head of content for Marketing Profs, world-renowned speaker and all around good egg.

Ann uttered this phrase, the title of this post, in speaking with Today.com on the subject of the recent TD bank campaign.

In case you’ve never heard of it, here it is in all its glory:

Cynicism Be Damned

I know there are many out there who will be quite cynical and believe TD Bank did all this, not for all the right reasons – helping people, saying thank you and so on, but to only score points in the minds of consumers.

Well as Ann put it, again to Today.com, “The bank is a bank, and they’re looking to get customers, but I think what they’re trying to do here is spread some goodwill with customers and reward their loyalty.”

In other words of course TD Bank wants more customers, what brand doesn’t? But how they go about it is what’s different, isn’t it?

I am quite sure you can find countless numbers of complaints when it comes to TD Bank just as you could for ANY bank or ANY brand.

That’s nothing new.

What is new and different in this case is we have a brand, a very large one, going out of its way to say ‘thank you.’

And in doing so they created a marketing campaign that “doesn’t feel like marketing.”

That, as Kenny Banya would say, is gold.

So who is Steve?

A regular contributor to Forbes, among other publications, Steve was named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred. He is currently a senior creative content strategist at Oracle Responsys. He is a also a member of the Editorial Board for the Journal of Digital & Social Media Marketing and co-author of the book StumbleUpon For Dummies. Follow him on Twitter@steveolenski or at the nearest coffee shop.The views expressed here are his own and do not necessarily reflect the views of Oracle Responsys.

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