Fall weather has swept into New York City chilling the air.
Last week, I walked through midtown Manhattan going to and from my eye doctor.
Walking uptown on Lexington Avenue, past the art deco Chrysler Building, I stopped to look at the Waldorf Hotel wrapped in construction as it gets converted from an historic hotel into residential condos.
Also I admired Citicorp Center’s architecture from the ground. When I worked at Citibank in the 1990s, I had a small office with a view west across Lexington. I loved watching the sunset over the Hudson River.
Built in 1977, the 915 feet tall building embodied then Citibank CEO Walter Wriston’s long-term vision for that part of Manhattan.
Taking up a full city block, the building has 59 floors with 1.3 million square feet of office space. It incorporates a renovated St. Peter’s Church on the southeast corner of Lexington Avenue and 54th Street.
This New York City landmark was one of the first buildings in the city to install space and energy efficiency features.
In 1978, its chief structural engineer, William LeMessurier, discovered a potentially fatal flaw in the building’s design. Its bolted joints were too weak to withstand 70-mile-per-hour wind gusts, a weather event projected to occur once every 16 years.
To avoid serious widespread damage, a construction crew spent 3 months welding two-inch-thick steel plates over each of the skyscraper’s 200 bolted joints. This permanently corrected the problem.
Actionable Branding Lesson:
- Contribute to the great good of your community. In addition to adding a new historic landmark, Citigroup Center created an indoor public atrium.
- Support long term societal goals. Built in the 1970s, part of its vision for Citigroup Center was to help the building to be green. An issue that has increased over time. Its slanted roof can capture solar energy.
Across East 53rd Street, just south of Citigroup Center, is 599 Lexington.
I love its Frank Stella painting named Salto nel Mio Sacco. It translates “Jump Into My Sack”. (The New York Times wrote about the developers’ choice of Frank Stella in May, 1985.)
I quickly walked through the turning doors and snapped my photo before being whisked out by a guard.
Behind Citigroup Center, the oval shaped Lipstick Building stands proudly on Third Avenue. It’s pink and rouge colored marble exterior reflects Citigroup Center’s tower.
Along Lexington and Third Avenue, many stores remained dressed in hastily applied plywood due to fears of post-election activity. But going out of business and realtor signs still peaked through.
Along Third Avenue in the East 40s, an oversized chess board still watches over a small little patch of park.
Small Business: Marketing Example
Downtown along what was known as the Ladies’ Mile, Fishs Eddy continues to thrive at its 19th Street and Broadway location. (Here’s fuller description of my neighborhood.)
Named for an exit on the New York State Thruway, Fishs Eddy started its business by selling dishes, glasses and flatware from old hotels and other institutions. So it’s fitting that its building was once the home to Gorham Sterling.
Fishs Eddy’s windows delight passersby with their liberal New York City point of view. Last weekend, a small figure of Joe Biden stood in front of the US flag.
A few days later, the window thanked voters and honored different interests represented by key people. Among them were: Breona Taylor, Dr. Anthony Facci, Justice Ruth Bader Ginzburg and Neil de Grasse Tyson.
Actionable Marketing Lesson:
- Adopt your product offering to meet new and changing needs.
Fishs Eddy creates quirky and whimsical offerings in line with the changing times. By last Sunday, they offered shot glasses with photos of Joe Biden.
Last week, I bought 3 serving plates:
- One look like elementary school paper complete with its dotted lines for upper and lower case letters;
- One looked like blue lined grid paper (my personal favorite); and
- One looked like a notecard.
What pushed me to buy?
They were on the Last Chance Table. Buy them now or never see them again! And they weren’t discounted.
Flipping Tyrona Heath’s MPB2B talk on its head, Fishs Eddy expanded their merchandise to include a mother and son penned book (aka: printed content marketing) telling the store’s history.
Small Business Marketing Lesson:
Build relationships with your customers and your local community.
Fishs Eddy has weathered this challenging economy.
Actionable Marketing Lessons:
- Give your audience a reason to buy now! Living near Fishs Eddy, I visit and buy frequently. But the last chance table pushed me to buy more than usual.
- Always put old stock in a sales bin. I always check the sale yarn at my favorite yarn store, Knitty City on West 79th Street. As a frequent customer who often buys at full retail prices, the sales yarns always call me. Because who can pass up a good sale!
Voice-first Technology Continues to Evolve
On Saturday evening, November 14 from 8pm to 10pm, the Voice Den Party celebrated Dr. Teri Fisher’s 1,000th Alexa episode. Top Voice Influencers and about 150 to 175 people attended in real time on Saturday night.
(BTW–Teri’s son made the cake and 1K chocolates.)
To help Teri promote the event, I created a roundup post of the 30 Top Voice Influencers. Then I expanded the conversation on social media by asking: Which voice influencers are missing?
The Voice Den is a real time virtual event where a set of voice experts answer questions from the audience on camera in 3 to 5 minutes.
For more party spirit, Teri added music with a group of Voice Den members and a game based on the Kahoot app where winners received prizes.
To build anticipation for the event, Teri worked with Ian Utile to gamify the process using blockchain technology. Sponsors added to the fun with valuable prizes such as a multi-model voice device.
Actionable Marketing Lesson:
- Promote event over time to get more people to sign up for, show up at, and participate in the event. Teri promoted this event for over 2 months.
- Involve influencers to expand your reach and real-time participation. The Voice Influencers attracted attendees and promoted the event. Also, Teri had sponsors donate their products in return for promotion.
Social Media Marketing Still Matters!
Want to improve your social media skills?
Of course you do!
Because social media is here to stay and you must keep up-to-date with the latest changes.
Join me Wednesday, November 18th for Agorapulse’s Twitter Social Media Summit. My presentation is at 2:00 pm.
Even better it’s free and once you sign up AND you have a month to view the content.
So don’t wait—Sign up now!
My talk, How To Be Human On Twitter To Build Real Life Relationships & Community, is all NEW!
It will give you the new insights you need for 2021 and beyond!
Welcome new subscribers: Fabiola, Виолета, Isey, George, Amber, Wayne, Mi, Fred, Faraaz and Leanne.
If you enjoy reading the AMG Newsletter, I would appreciate it if you forwarded it to your friends and colleagues.
P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book? Then hit reply to this email and ask.
FEATURED ARTICLE: 100 Ways To Reimagine Your Content
The best place to look for this content is your evergreen holiday content.
Over the past 2 weeks, I’ve extensively updated these 4 articles:
- Friday The 13th:
Blogging Tips To Avoid Triskaidekaphobia: 13 Blogging Beliefs Busted
- Veteran’s Day:
How To Respect Your Customers On Social Media: 12 Tips You Need Now
- Day of the Dead:
Mad Men Marketing Quotes: How To Improve Your Results
31 Halloween Social Media Marketing Tips You Need To Drive Awesome Results
FEATURED ARTICLE: Content Marketing Pivot
Don’t worry we’ve got you covered with the research, data, examples and tactics you need to meet these evolving needs!
Includes charts and visuals to help you!
FEATURED ARTICLE: Seismic Content Marketing Shift
This article highlights the 3 major global changes that will have an impact on your marketing and your business more broadly now and in the future.
Based on research, it provides you with the data and case studies you need to make the case to your boss for your marketing’s future success.
(BTW, this was part of my 2019 Content Marketing World presentation.)
Heidi Cohen Around The Web
Big tip of my hat to Amanda Milligan for referencing me in her article: 6 Ways to Build Brand Authority With Content Marketing posted on the Moz blog.
BTW—I strongly recommend you follow Fractl’s Amanda Milligan. She’s the current “Queen of Guest Posting.” Learn how to guest post by reading her columns and figure how she continues to build her body of work (aka:BOW)
Welcome Mat Photo via Mabel Amber https://www.pexels.com/photo/jetty-feet-sign-wooden-128299/ cc zero
The fine print:
Unless noted otherwise, all photos are ©2020 by Heidi Cohen
Some links in this email are for affiliate programs that will earn us a small commission should you purchase a product or service. Thanks in advance for your support.
Did you get this email forwarded from a friend? Get your own subscription here.
Want to create and send website newsletters like this? I use AWeber.
Please contact postmaster@HeidiCohen.com if you have any problem with this email.