Volume 12, Issue 10
Dear Reader,
Greetings from New York City where a variety of flowers are in bloom across the city.
To celebrate May, the high end jeweler, Van Cleef & Arpels, developed its “Fifth Avenue Blooms” to decorate the sidewalks on both sides of Fifth Avenue from 50th Street to 59th Street. It coordinates with the jeweler’s “Lucky Spring Collection” incorporating floral and animal motifs.
Working with French artist, Alexandre Benjamin Nave, Van Cleef & Arpels created oversized pastel, immersive floral decorations. In addition to creating Instagram bait, many of the installations have places for visitors to sit and rest.
Actionable Marketing Tip
- Make your marketing programs photo-worthy. Give visitors a reason to take a photo including your marketing. But don’t forget to include easy-to-remember hashtags so you can find their images on Instagram. For example, the #FifthAvenueBlooms hashtag page has over 1,500 images to-date.
- Extend marketing campaign reach by working with other organizations. For location-based events, this helps provide additional reasons for people to visit.
With the help of other organizations, the jeweler created a series of Fifth Avenue Blooms related events during May. They take place at the 550 Garden in the atrium of 550 Madison Avenue at East 55th Street. For example, on Saturday, May 4th, they hosted Live Painting with The New York Academy of Art.
Here’s an Instagram Reel of the event by @550Madison. (Source: https://www.instagram.com/p/C6rBTJ6u4cf/ )
Recommended Reading
► Mothers Day: How To Make It Special
While many consider Mother’s Day to be a Hallmark holiday, made up to generate sales, at its core it celebrates one of the most special people in our lives.
For Mother’s Day, I used to meet my mother, who was a museum docent and an amateur artist, and father at Christies in Rockefeller Center to see the top pieces in the upcoming auction. Unlike going to museums, my mother loved viewing these exhibits since these works of art were rarely displayed for the public. (And my father loved it because it was free.)
The best Mother’s Day gift I gave my mother was the year we ran into one of my NYU students as we were walking up Sixth Avenue to Rue 57 for dinner.
Since I didn’t see him, he called out, “Hey, Professor Cohen!” and both of my parents beamed with pride as I introduced them.
For Mother’s Day 2024, 84% of US adults are projected to spend $33.5 billion in total or an average of $254.04 for both gifts and celebrations. The top 3 most popular gifts are flowers (74%), greeting cards (74%) and special meals (59%). In addition, Mother’s Day shoppers plan to find unique items or to create special memories.
Actionable Marketing Tip
- Get creative about how you package and/or present your offering. Take a lesson from Gen Z to develop special experiences. For example, mother-daughter manicures. My sister and I often go for one of these treats when I visit her.
Recommended Reading
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Happy Marketing,
Heidi
P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research, or book? Then hit reply to this email and ask.
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