February 23, 2012

Smart, Innovative & Inexpensive Marketing

Be the Bartender of Your Brand

Ted Danson as Sam Malone on Cheers

I waitressed for two summers during college and met some pretty interesting people.  The first summer I worked the counter of a Bloomingdale’s restaurant in Hackensack, New Jersey.  I served two Secret Service agents who were trailing Pat Nixon and her daughter Tricia who were eating in the dining room of the restaurant.  Nice guys, easy going, and tipped well.

Prior to my sophomore year I worked at a 24-hour diner called The Forum.  The Saturday night shift went from 5 pm to 4:30 am.  As you could imagine, the crowd here differed from Bloomingdale’s.

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Delivering Happiness at the Toll Booths

Massachusetts toll booth with Fast Lane

Today is the day before Thanksgiving and I have the pleasure this year of NOT traveling.

With family in New Jersey though, I have spent many hours sitting in traffic on this day in the past.  Thanksgiving-volume car travel jams highways on the Massachusetts-New York corridor, particularly around toll plazas.  One year my usual 3 3/4 hour ride to my parents’ house took 8 hours!  Now if I go, I leave on Tuesday.

Traffic jams of these epic proportions often bring consumers’ wrath upon the Department of Transportation (DOT). 

In recent years though, the Massachusetts DOT has engaged some smart, inexpensive, and innovative marketing to proactively combat this problem.

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The $2.99 Retail Traffic Booster

Charles River Coffee House Dog Bowl Outside 7-22-11

On days when I feel restless and distracted in my office, I work elsewhere.  One place I like to go is the Charles River Coffee House (CRCH) in South Natick.  It’s independently owned, has a homey, non-institutional feel and serves great tea (tea-aholic that I am).  Their front windows frame a beautiful view of the historic Bacon Free Library and the South Natick waterfall across the way, helpful when my eyes need a break from the screen.

Not only is their tea good, but their marketing is smart, innovative and inexpensive to implement.  Two of their marketing efforts grabbed my attention.

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To Crash Is Human, To Backup Divine

Carbonite logo

I have a confession:  there’s a bit of computer geek in me. 

In high school I took computer language courses in BASIC, FORTRAN, and PASCAL.

In college, I worked at the campus computer center.  My job entailed collecting 10 cents per page printed and rebooting our enormous mainframe computer when it crashed during high usage periods (mid-terms and finals).

When the system crashed, a less pleasant part of my job was to tell some seniors that yes, unfortunately, the 10 pages of thesis they had just spent 6 hours writing were really gone if they hadn’t acted to save them.

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Talk to Strangers and Keep Your Mother-in-law Out

profile of my mother-in-law, Elanaah

I love my mother-in-law, Elanaah.  And not just out of obligation.  We get along great because we respect and trust each other.  Our mutual respect comes from years of being straightforward and truthful with each other.

Based on this trust, I have occasionally sought Elanaah’s advice.

Elanaah is a parenting expert, with particular emphasis on the early childhood years.  Not every woman would welcome this feature in a mother-in-law, but I have found her consultations helpful and reassuring.  And she has never forced advice on us.  Her lauding our parenting skills on occasion feels like an extra strong endorsement given her expertise.

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