A Lesson In Marketing

I celebrated my 30th birthday with 500 strangers singing to me in New York City.

Let me explain.

A week earlier, I made the plans to celebrate this milestone at a Seth Godin conference. Seth Godin is an author of 20 best-selling books, and a renowned speaker, teacher, and entrepreneur. He's the godfather of marketing, known for encouraging others to “go and make a ruckus.” He’s a freaking legend.

Spending my 30th birthday at a Seth Godin conference revealed both my dedication to learning about human behavior and my nerdy fandom.

Upon arrival, every attendee was given a playing card, including my husband, Colin. The two people at the conference given aces would go home with a Seth Godin limited edition book – a compilation of his most recent written works, weighing eighteen pounds. When we realized Colin was one of the lucky winners, we felt it a kind of birthday magic. At intermission, we got in line to meet Seth and have him sign our eighteen-pound book. When we got to the front, Colin mentioned to Seth how great it was that we won because we were there celebrating my 30th birthday. He graciously said, “Happy Birthday,” and signed the book. Off we went, nerding out and thrilled to have met him in person. 

An hour later, in the second half of the conference, Seth diverted from his on-stage story to ask, “Is Erin in the audience?” I, like everyone else, began looking around for the Erin he was speaking to. He clarified by saying, “Erin with the thirtieth birthday.” I froze. My eyes frantically scanned the room until it sunk in that he was talking about me. I slowly inched my hand in the air. Once he spotted my hand creeping up, he nodded with a look of confirmation.

Next, he did something I never saw coming. Seth directed the entire audience of five hundred attendees to sing Happy Birthday. They obliged and sang loudly as I nervously smiled back at the crowd. Being sung at by a large group of close-sitting strangers is an awkward phenomenon. The energy was indescribable. I sat in disbelief. 

Then, without hesitation, Seth said, “Let’s do it again! But this time, I want you to sing with all your heart as if Erin is the best and closest friend you’ve ever had. Sing as if you came here to New York City just to celebrate the only thirtieth birthday she’ll ever have. Shout it to the rooftops!” He upped the ante. They accepted the challenge by erupting in chorus. Five hundred people, some standing on chairs with hands raised high, sang with all their might. I soaked in every note and enthusiastic expression on their faces. I felt the love radiating from strangers and Seth himself. My smile was so big my cheeks hurt. It truly was birthday magic.

Once it ended, he addressed the crowd, “She will never forget this. The first time you sang, it made for a great story. The second time you sang, it changed her and felt much better for you too.”

The point he was trying to make was clear as day. Every single one of us can make change for each other. It didn’t take much time and it wasn’t expensive. That’s the power we have as humans and as marketers. We confuse marketing with gimmicks and growth hacks. We forget it’s our job to help people become who they seek to become through experiences, stories, and connections. True marketing is only as effective as the change it makes in people. People don't want what you make. People want to be seen and heard. 

“Marketing is a force of change.” 

I know it’s true because five years later, I sit to write about a birthday so sweet and magical while struggling to recall how I celebrated last year. As it turns out, I did leave that conference understanding more about the ins and outs of human behavior. And Seth was right… I will never forget it.