I think Robert X Cringely had it easier with Pammy (InfoWorld fans will know of whom I speak) than I do with my favorite woman-on-the-street (but not of the street) and stupid marketing observer, the blonde bombshell.

At least Rob was with Pammy on Valentines day.  As usual, I’m stuck at my desk while the Bombshell is patrolling for new marketing absurdities.

Her latest catch: “Why is it that Duane Reade is advertising Easter specials two days before Valentines day? It was bad enough when they advertised super-early – now, they’re overlapping!”

Ah, ma petite, a great question – and I think the answer is Stupid Marketing.

But let’s consider this situation.

Ironically, seasonal marketing used to not only serve a business function, but (I would argue), in some ways added to the spirit of the season. For example, imagine Christmas without all the bright lights, displays, and trappings! Dr. Seuss would argue that Christmas doesn’t come from a store… but boy, all that merchandising is still fun. It augments the seasonal feelings – the glitz is part of the party, the celebration. Marketing is the lights and champagne, it helps you get in the mood and celebrate

So where did it go bad? Why is some seasonal advertising good, while advertising Easter specials before Valentines displays are down somewhat sickening?

It’s not about excess – it’s about exposure. When you can see the animatronics behind the Disney characters, the magic is gone. When marketing is done too far in advance of the season, it exposes marketing for what it is – a push for sales. It interrupts our suspension of disbelief – it’s jarring, intrusive, and spoils the desired effect.

Early marketing thus cheapens the value of the message, and weakens the marketing effort overall.

So what’s the moral of the story?

Don’t be greedy. Tune your marketing to the ethos of the consumer, and as the Taoists would say, “go with the flow”. Don’t cram marketing down people’s throats – offer it as a mood enhancer (yay, Tim Leary). A little quality marketing goes a long way, while too much numbs your prospects and renders the marketing ineffective. So please, in this holiday season (!), exercise some restraint.

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