The key to a successful marketing campaign is one that changes the status quo – changes customer behavior – and stands out in the marketplace. Or in other words, innovative.
I have a client that is opening a new restaurant. I am on the team in a marketing capacity – helping them put together a program to reach, interact, and build community with our targeted customer profile. It’s going to be a lot of fun. And an exciting challenge!
Today I wanted to share an innovative marketing idea by my client. I think it rocks. And it is up to me to help make something happen with it! I am calling it our Marketing by Mona Lisa strategy.
They are about to begin construction on the place – and from what I’ve seen of the initial interior design plans – it is going to be a cool & hip environment to have a memorable meal.
But here is where my client is being clever. To add to the uniqueness of the interior design – she is dedicating an entire wall in the establishment to hang artwork by locals artists. And she plans to rotate a new artist and new art once a month.
I think this is really cool – innovative – and full of possibilities.
Why? Well, not for the reason that might immediately come to mind. Yeah, it will be neat to have unique artwork hanging in the place – not the “typical” stuff you might see in a restaurant like this – but artwork from some unique and engaging personalities – whose art will undoubtedly add style and pop to the look and feel.
But this is where I think it is brilliant and innovative:
These artists will want to promote this. They will promote the showing on their Facebook page, MySpace page, Twitter, etc. They will blog about it. They will inform their friends and fans – they will ask their friends, fans, and family to visit the place. This will bring a whole new community of patrons to the place – without really costing us. These artists will become an adjunct marketing team.
And here is what we will do in return:
1. On opening night of the new artist’s exhibit, we will comp a table for the artist to invite their friends & family to have dinner on us. Give the artist a chance to celebrate the new showing with their closest friends [and newest customers of the restaurant!]
1.5 As part of the unique style and design of the place, there will be a large community table that will seat at least 12. This is the table we will comp to the artist and their crew…
2. We will also promote this with our social media tools, such as here.
3. We will write posts about it on our restaurant blog – that will ultimately be found here.
4. We will use the opportunities in a coordinated PR strategy – with the local food section – the people section – the art & style section – whatever “section” of the local paper that might be interested.
5. We might even incorporate this into a precisely targeted direct response campaign.
This strategy should bring in new customers – and once they enjoy the customer experience of the environment AND good food at a good value – they will keep coming back.
I applaud my client for having the foresight to conceive and implement this innovative concept. It is up to me – as their marketing consultant – to take full advantage of the opportunity.
The lesson for you is to be different with your marketing. Think outside-the-box. Think innovative. But then execute. Apply the lessons here to your business. As Seth Godin says, the ideas are in you. Let them come out!
What unique edge can you give yourself to help your business stand out from others?
