Dear Reader,
Last weekend was stuffed with activities and festivals around New York City including Juneteenth and Father’s Day.
Fortunately, the rain cleared out by Friday afternoon.
Table of Contents | Volume 11, Issue 25
- Marketing Lesson of The Week – Post-Pandemic People Just Want To Get Out And Have Fun
- New York Marketing Minute – Ghostbusters Takes Advantage of Place
- Mark Your Calendar
My husband and I explored Pier 57 on the Hudson River. Just north of Little Island, it offers visitors almost 2 acres of park on top of a renovated historic pier.
Jutting into the Hudson River at West 15th Street, most of Pier 57’s first floor offers a variety of food and drinks. Take an elevator up to the two-story rooftop park. From the there, you can see south to Wall Street, the Statue of Liberty and the Verrazano Bridge.
From Hudson Yards down to the Meatpacking District, the western edge of Manhattan lacks parks and open spaces for residents to relax and unwind because this area was largely commercial until recently. With the development of buildings on both sides of the High Line, more people spend time in this area of Manhattan. Pier 57 and Little Island are welcome additions to the neighborhood.
What makes Pier 57 a landmark listed on the National Register of Historic Places?
Using innovative engineering techniques, Pier 57 was built in 1952 on three large concrete caissons. They support the main structure and keep it afloat. Unlike other piers, these underwater containers provide basement spaces.
Pier 57 was renovated as a mixed public and commercial space. The Goal: To ensure that it would be financially self-sufficient without public funding. Instead, funding was provided by real estate developers and Google which occupies the pier’s second floor.
Actionable Marketing Lesson
- Contribute to the local community where your business is located. Where possible, participate by supporting and underwriting public programs. It helps to build trust with your customers, employees and community.
Recommended Reading
Marketing Lesson of The Week
► Post-Pandemic People Just Want To Get Out And Have Fun
Last Tuesday, June 13th, we attended the 45th Museum Mile, an annual event that takes place on the second Tuesday in June. It runs along Fifth Avenue from 82nd Street to 105th Street where most of the avenue is closed to traffic.
For the occasion, some of the best known and culturally diverse museums in the city open their doors to the public for free. They include:
- Metropolitan Museum of Art,
- Neue Galerie New York,
- Guggenheim Museum,
- Cooper Hewitt, the Smithsonian Design Museum,
- Jewish Museum,
- Museum of the City of New York,
- El Museo del Barrio and
- The Africa Center.
In addition to museums and food trucks, there were a variety of activities for children and families.
Actionable Marketing Tips
- Work with other similar but non-competitive businesses to create a bigger event to attract people and sponsors. For example, each of the participating museums had a different focus. This year, the Museum Mile attracted so many people that it was difficult to walk down Fifth Avenue.
- Give visitors to your business or website another reason to engage with you. For example, the Museum of the City of New York gave out cards encouraging visitors to become members.
Recommended Reading
► The Museum of the City of New York Tells 100 Years Of Stories
We started at the Museum of the City of New York to see their “This Is New York: 100 Years of the City in Art and Pop Culture.” To enter, we waited on a line that stretched around the block.
The show spotlights how the city is depicted across a variety of art forms. The curators organized the show around the different types of urban spaces. Where appropriate, they used interactive formats.
Exhibits included:
- “You Are Here” gives visitors an immersive experience showing the city as an integral part of a wide variety of movies. The movies were shown on all four walls of the room so no matter where you sat you had a good view.
- “Tempo of the City” shows how artists have portrayed life in New York CIty and the emotions the city evokes.
- “Songs of New York” spotlighted the varied forms of music the city inspired. When visitors step on one of the five boroughs on an interactive map on the floor, a new piece of music started to play.
I enjoyed the exhibit of books and videos where New York City played a key role. Placing the book or video on a flat screen produced an audio summary of the work. I found one of my favorite childhood books, Harriet The Spy.
Actionable Marketing Tip With Example
- Expand your visitor and customer experiences, whether in real life or online. Add a variety of different content formats to keep people engaged. Where appropriate, make the information interactive so visitors can customize their experience.
- For example, The Museum of the City of New York extended its exhibit by tapping into online resources. They partnered with Spotify to create a playlist of 227 New York City related songs. You can listen to the playlist on the Museum’s site or on Spotify.
Listen to the playlist on Spotify
Recommended Reading
New York Marketing Minute
► Ghostbusters Takes Advantage of Place
This weekend, the newest addition to the Ghostbusters series took over lower Fifth Avenue.
To ensure that the crew captured the necessary segment of a chase scene between West 23rd Street and 14th Street, the police kept pedestrians off of the street between takes.
Author Ana Diamond (AKA: @AuthorDiamond) quickly filmed her bird’s eye view of the action and posted her video on Twitter where it was viewed 13.2k times.
https://twitter.com/i/status/1670063330390581250
While this footage may not make the final cut, my husband snapped a shot of the Ectomobile, known as Ecto-1, being parked off of Fifth Avenue.
According to fan site, GhostbustersNews.com, Ecto-1 was also spotted near the FDNY’s Hook & Ladder Company 8 in Tribeca. Built in 1903, the Beaux-Arts building’s exterior has acted as the home for ghostbusting operations since the original 1984 Ghostbuster movie.
Recommended Reading
Actionable Marketing Lesson
As real estate agents in New York City always say, “Location, location, location!”
Why?
Because where your company, retail store or restaurant is located makes a HUGE difference in terms of the:
- Cost to purchase or rent;
- Amount of foot traffic; and
- Cache that reflects on your brand from high-end to hip.
I once worked for an executive who decided to expand into Manhattan. He chose the retail location based on its low rent, not realizing that it was low for a reason.
The result:
It attracted very little foot traffic from people who worked and lived in the neighborhood.
Known as Place in the 4Ps of Marketing, location plays a critical role in attracting shoppers.
Actionable Marketing Tip
- Use your street level windows to promote your business. Tailor your offering to the people who live and work in that neighborhood. Where appropriate, include a QR code to encourage passersby to take action.
Recommended Reading
Plan Ahead: Mark Your Calendar
► The Conversation Design Conference – July 24th – 25th in London, UK
bringing together the leading thinkers and doers in Conversation Design
Organized by VUX World.
► Marketing AI Conference – July 26 – 28 in Cleveland, OH
Register now with the promo code: RAIMOND100 for $100 off of the purchase price.
► Voice and AI – September 5th to 7th in Washington, DC
► Content Marketing World 2023 – September 26 – 28 in Washington, DC
► MarketingProfs B2B Forum – October 4 – 6 in Boston, MA
► Are you hosting an event that you’d like us to add to the Marketing Calendar? If so, let us know by using our Contact Form with the Subject Line: Event For AMG Newsletter Calendar.
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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.
P.P.S: Did you miss last week’s AMG Newsletter? Previous newsletters can be found in the AMG Newsletter Archive.
