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Dear Chrysler / Jeep / Fiat,

First, Happy New Year!  I wanted to let you know something: despite anything I filled out today, I’m not in the market for a new car.  Why would I go out of my way to tell you this?

Well it has to do with that little red star you require on my son’s hand to participate in a Winter Wonder Fest event we already paid $14 a person to enter (as shown by that blue band).

That red star is evidence of a pretty simple transaction.  I give you my personalized information, you stamp my son’s hand so he can play with the cars.

And that’s the problem: although you are spending a large amount of money to make contact with me and a positive impression, you’re actually generating resentment instead of goodwill.  How? Why?  This little quid pro quo you’ve set up.

Let me describe the transaction differently:  you leveraged my son’s intrinsic interest in the battery operated cars to pry my contact information away from me.

See what I mean?

Yes, yes — there was an opt out box on the form.  No, I don’t believe it will help me remain more free of advertising messages.

There’s a better way to do this.  How about just letting the kid drive the toy cars you’re parading in front of them?  How about building a positive relationship of trust?

The vast majority of people who came through that door and filled out their paperwork so their kid could get a red star are exactly like me.  They are not interested in buying a new car today, and they won’t be for some years to come.  Your long term goal is to build enough trust with them that they consider your brand when they’re ready.

This is the new reality.  Marketing is different.  People see the world through clearer lenses today than even just a few years ago.  Brands that want to lead must concentrate on building trust first.

Ask yourself: does using my kid this way build my trust in your brands?

Nope.

And I thought you might want to know.

Best wishes for a great 2012,

Reid