Happy Belated Mother’s Day to the moms among you!
In Herald Square, Macy’s celebrated by dressing its flagship store in flowers.
Macy’s Flower Show 2021 runs from May 2nd through May 16th. A combination of light pink flowers created the background palate for the flower show, inside and outside of the store.
The windows along Broadway at the front entrances to Macy’s were transformed into Instagram-worthy photo stations. Even better, the show planners placed markers on the sidewalk designating where to stand to get the optimal selfie. Although, many people had someone else snap
their photos for them.
Across the main passageway through the store’s makeup section, several canopies of flowers with butterflies and birds attracted visitor attention. A number of makeup companies took advantage of the opportunity to promote their scents.
Beyond creating special events to attract additional visitors and shoppers to your retail and online destinations, try these 3 Macy’s Flower Show marketing tactics.
Flower Show Tip: Spotlight members of your community
Macy’s tapped into the talent of fashion students at New York City’s Fashion Institute of Technology (aka: FIT). It was a local version of Project Runway where students brought their A-game to create store stopping, florally inspired
On the first floor, the work of 7 budding fashion designers were selected from a competition. Each had its own showcase. And these dresses stopped foot traffic as people examined the construction of the dresses and snapped photos.
Actionable Marketing Tips:
- Tap into the talent of your community. The key to success: Make it relevant to your products. Due to its location, Macy’s could tap into the talent of local FIT students. Further they created dresses aligned with Macy’s offering of women’s clothes.BTW, Macy’s isn’t the only store to tap into its community talent. Blick Art Materials posts drawings made by customers onto a supporting column in their Chelsea Store on West 23rd Street.
- Expand your reach. Ask members of your community to share their creative work related to your offering. Alternatively, you can turn this type of showcase into a contest.
- Partner with local not-for-profits (aka: NFPs). Macy’s supported a couple of local NFPs with related signage on their mezzanine.I love how Macy’s used the wording, “We bloom together” to promote the Grand Street Settlement and the Henry Street Settlement.
Flower Show Tip: Extend your event to include related brands and businesses
On the Mezzanine, Macy’s spotlighted other brands in camera ready displays. Notably, Sinclair Oil’s green dinosaur and Kalahari Resorts and Conventions’s gold elephants roamed in floral grandeur.
Actionable Marketing Tip:
- Develop marketing events where you can work with partner companies. Stretch your marketing budget by getting other businesses to participate in your events or other major promotions.Why?
Because co-marketing partners can bring additional resources and/or different audiences to expand your reach and reduce your costs.The roundup post is the most widely used example of this approach.For example:
To help Dr. Teri Fisher to promote the Voice Den Party on Saturday, November 14, 2020, I created a roundup post of the 30 Top Voice Influencers. In addition to asking the speakers to participate in the roundup, Teri participated in an interview.
Flower Show Tip: Create and sell branded merchandise
To help Flower Show visitors remember their experience, Macy’s created branded products.
Also nearby on the mezzanine was a section dedicated to helping visitors to New York City. Run by NYC.com, a visitor site, the area was chock full of information and related souvenirs. It reminded me of how Galeries Layfayettes in Paris welcomes tourists (at least pre-COVID).
When it comes to branded merchandise, think beyond swag to create items your audience will use over time.
Also consider where the merchandise will be distributed and how it will be used. Personally, I love the photographs I take at conference photobooths.
Since they’re light and easy-to-pack.
From a marketing perspective, people keep them and display them so your brand name continues to get viewed. For example, here’s an example from Content Marketing World 2017 where Flipboard used their red couch as a prop in visitor photos. (BTW, my write up of Content Marketing World 2017 Lessons That Will Make You A Better
Marketer contains more examples!)
Mark Your Calendar: #VoiceLunch Marketing
Please join me for #VoiceLunch Marketing on Friday, May 21st at 12pm ET/ 9 am PT. It’s an open, global conversation about key topics related to marketing and voice. Each meeting starts with a short presentation of less than 15 minutes and then provides a forum for open conversation.
What is #VoiceLunch?
It’s a global conversation lasting 1 hour. Using Zoom technology, the #VoiceLunch conversation takes place via video and chat concurrently. To participate in the real time, global conversation, all you have to do is virtually raise your hand!
BTW, there are a variety of #VoiceLunch Meetings covering different voice-related topics.
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FEATURED ARTICLE: Voice Marketing: The How To Guide You Need To Be Competitive
Wondering whether you should extend your marketing to include voice options?
Not sure what voice marketing actually is?
Then get the inside scoop on this emerging and powerful way to connect with prospects and customers with our How To Guide To Voice Marketing. It details each of the 10 elements of voice marketing.
FEATURED ARTICLE: Social Media Lessons From Mom: How To Improve Your Marketing
Moms are our first teachers.
And, whether or not, they ever used social media or not, they taught us a lot about how to use these ever-evolving social media digital platforms.
So, in honor of Mother’s Day, check out what 10+ social media smarties learned from their mothers that helps them improve their social media marketing.
Want your customers to form a line to your door, either IRL or online?
Then study this article because it gives you the history of how to make your offering craveworthy.
Includes data, tactics and case studies.
PS: Since Monday, May 17, 2021, is Tax Day in the US, here are 100+ blog title ideas to inspire your content creation.
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