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Did you watch The Sopranos season/series finale? If you're like Ann, you did watch, and you were not so happy about the ending. Which is exactly how I felt and still do, almost.
In a nutshell, the season ended into nothing. In other words, nothing happened. Nobody (Tony and family) got wacked, nobody went into witness protection and nobody knows nothin', especially the audience.
As I analyzed the ending over and over in my head, I began to think about why the producer, David Chase, would end a series in such a manner. As my thoughts went deeper I began to think about how he could have ended it, and how he should have ended it and how I would have liked it to end.
Then I started reading message boards and blog comments about the ending. I must have spent an hour after the show reading online trying to learn more about the ending to try and gain more closure for myself. I thought, maybe I missed something?
Then two things hit me.
1. I'm a huge fan because I spent time actually seeking out extra information about the show beyond the television. I wanted more!
2. There simply was no other way for him to end the series. Why? Because the expectations were too high.
If he would have ended it with Tony being wacked or going into witness protection, many fans would have said it was predictable. If he would have ended it with Tony and his family living happily ever after, then many other fans would have been upset for the exact same reason.
It would have been an impossible task to write the perfect ending. The expectations that fans/consumers/viewers like me gave him no other choice. Instead, he did what needed to be done. He created a non-ending.
Whew, all that to get to my marketing point.
Be careful not to oversell expectations to your customer. Usually there is a long-term brand at stake.
Of course, I have questions for you as a marketer. Do you have answers?
Are you carefully managing your customer's expectations? Do you oversell?
What happens when you are unable to deliver on your marketing message because the expectation you created is too good?
What should have happened to Tony Soprano?
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Comments
The Sopranos couldn't win - they have built up such a marketing campaign over the years - hyped every episode - how could they possibly deliver a satisfying ending?
The job of the marketing professional is to get the customers "in the door" or on the website if you're a dot com - but once in the door you can't promise more than you can deliver or someone will be disappointed and never return. I understand HBO has lost disgruntled customers. It's a fine line to walk for the marketer - they have to be sure that the "sales-team" is up to the job and can sell the customer they have brought in. We're only as good as our team - we throw the pass and if noone is there to catch it or if they in fact catch it and run the wrong way - all our "genius" efforts are wasted - we've lost the game.
Posted by: Mona Piontkowski, Irvine, CA | 06.13.07
Jim,
Nice take. I have never watch The Sopranos so I can't comment specifically on that show, but I think that you are right about the expectations.
Wouldn't it be nice to watch a good TV series where the TV producer had the in mind from the beginning? Kind of like the unexpectedness of Sixth Sense but since it is a long TV series (a greater viewing investment) the reward may seem greater.
Posted by: Bill Gammell | 06.13.07
Jim,
Nice take. I have never watch The Sopranos so I can't comment specifically on that show, but I think that you are right about the expectations.
Wouldn't it be nice to watch a good TV series where the TV producer had end in mind from the beginning? Kind of like the unexpectedness of Sixth Sense but since it is a long TV series (a greater viewing investment) the reward may seem greater.
Posted by: Bill Gammell | 06.13.07
As I mentioned on Ann's blog about the Sopranos, Chase did exactly what he should have done to get people buzzing about the show. A&E has it in syndication so people who have not seen it will want to see it because everyone talks about how great it was and the last episode "just didn't live up to my expectation".
Also, he left it so we will all (including you) will be the first to buy our movie tickets when Soprano The Movie comes out in a few years.
Think about it. Two blogs mentions on marketingprofs.com about the Sopranos. That has to be a record by itself. Most of the bloggers won’t even admit they look at TV
I just hope I can wait for the movie before buying all the DVDs of previous years.
Oh hell, I’ll admit it. I already have them.
Posted by: Harry Hallman | 06.13.07