Going half the distance

I'm surprised when I get an email for an event from a retailer that announces some new store opening, a new product, or even an open house that contains a casual email, lots of images attached, and sent from an aol account. I'm surprised because it's so half way. The business realizes they can connect with a larger audience by sending out this announcement, but they don't have a website, a blog, an online store, or anything else that would support their marketing. And worse, an aol account that comes from a personal email, not the business itself. For those that don't want to engage in all that the internet has to offer, I say, to bad. That's a missed opportunity. But if you're going to go that route, why not send out something more traditional? There are so many incredible paper and invitation companies out there. From custom invitations to those that you can by at a store like Paper Source, think about the impact you may make with a direct mail piece. With any luck they may just keep that invite instead of getting annoyed by the large files you sent and putting it all in the trash.

First you're a business.

I recently was on an about section of a website. They titled it ABOUT THE BRAND. Wow. They're calling themselves a brand. The thing is, you're a company first. You're people. A brand is made up of so many things. It's a feeling. An experience. And to call yourself a brand on your own website is a disservice. It speaks that you're marketing first. Putting the experience second. In the age of being hit from every direction with some sort of marketing, I think we need to give our clients more credit.

Beyond great service

Last night I was fortunate to spend a great night with my husband at Nomi. We were at a preview night to relaunch the space. I love getting dressed up to go to one of my favorite places, and the night didn't disappoint. Not because of the food (which wasn't my cup of tea), but because of the service and elegance. From the time I got into the lovely hotel, were staff was waiting to check you in with ipads, to the beautiful space, with friendly and eager waitstaff, to the chefs preparing the food, it was service done to a whole new level. Sure it was a cocktail party, but every detail was thought of. It was packaging to a whole new level. And now when I think of the lounge, not just a name comes to mind. But the experience. Sights, sounds, tastes, even smells. A combination of the senses. And that's what great branding does. It goes beyond a logo and a name. It makes a connection. And boy, did I connect.

 

The "parting gift" was spices in a wood box, with the logo and messaging burned in. Rustic and elegant, it also contained spices and a recipe. Probably one of the few gifts I will actually keep.