Your birthday. Your spouse’s, kid’s, parent’s, grandparent’s, brother’s, sister’s etc., birthdays. Your wedding anniversary and/or your parent’s anniversary. The 4th of July – America’s anniversary. All big time events and occasions to celebrate right?
Well, as a ‘homer’ living in Pittsburgh, and as a professional marketer I’m baffled by the fact that the Pittsburgh Pirates marketing team did absolutely nothing – zero – not a thing – this season to celebrate the 10th anniversary of PNC Park (a gift by the citizens of Pittsburgh), arguably the best ballpark in all of Major League Baseball.
Hey, but don’t take my word that the Pirates’ PNC Park is the best, check out this brief ranking list of the best Major League Baseball ballparks by some of the ‘folks that really know’:
Now, certainly you can argue that PNC Park might not be the best Park in all of Major League Baseball, but you’d have to agree that it’s at least in the Top 5. And, even if PNC Park wasn’t ranked that high, why wouldn’t you still take advantage of the significance of the date and celebrate all season long?
In fact, the symbolism for a 10th year anniversary for the Pittsburgh Pirates is incredible too. The symbol for the 10th year anniversary is aluminum or tin and here we have one of the greatest companies ever headquartered in Pittsburgh – ALCOA – the Aluminum Company of America (its Headquarters is only .19 miles or 44 seconds from PNC Park) and the world’s leading producer of aluminum! And the designated gemstone of a 10 year anniversary is the diamond…get the symbolism, baseball diamond?
You could also argue, that the Pirates didn’t have much to celebrate and/or remember over the past 10 years, but don’t we all have bad years? It doesn’t mean you forgo celebrating your birth!
We do a ton of hospitality marketing consulting and anyone in the business will tell you the profitable, sales building significance of celebrations such as birthdays and anniversaries.
It’s sad and disappointing that the Pittsburgh Pirates missed the tag on the 10th anniversary of PNC Park. They would have hit the cover of the ball knocking it clear out of the Park and into the Allegheny River!
Don’t forget to step up to the plate and swing for the fences when your brand’s birthday/anniversary rolls around!
All of us at BrandMill are happy to report that one of our super clients – Idlewild & Soak Zone in Ligonier, PA (about an hour drive from Pittsburgh) – is now open and operating its 134th season of summer fun and has made a huge splash with its new water park attraction, “Wowabunga” Family Wave Pool.
New Wowabunga Family Wave Pool
Wowabunga features intermittent waves suitable for both younger and older guests as well as a “beach” area perfect for guests looking to soak up the summer sun. See awe-inspiring cirque entertainment all summer long at Cirque Extreme – Under the Big Top and enjoy the following special events – all included with the price of admission – and with free picnicking too:
- June 13 – 17 & June 20 – 24 – BOGO Days
- June 19 – Firefighter/EMS Family Appreciation Day
- June 27 – July 3 – Showcase of Stars
- July 4 – Fireworks
- July 5 -8 – Antique & Classic Car Show and Parade
- July 11 – 15 – Mister Rogers’ Neighbor Days
- July 18 – 22 – Meet the Marvel Comic Super Heroes (Iron Man, The Incredible Hulk, Captain America)
- July 25 -29 – Christmas In July
- July 31 – Cheerleading Competition
- August 12 – Italian Day Festa
- August 22 – 26 – Car Load Days
- October – Hallowboo!
For more details, check out this recent video on KDKA-TV’s Pittsburgh Today LIVE featuring Park Spokesperson Jeff Croushore.
About Idlewild & ZoakZone
Founded in 1878 as a simple picnic ground along the Ligonier Valley Rail Road, Idlewild & SoakZone is the oldest amusement park in Pennsylvania and third-oldest in America. In addition, it is rated the best kid’s park in the world by Amusement Today magazine and the best park for families by the National Amusement Park Historical Association. Idlewild features seven fun theme areas such as SoakZone Waterpark, Story Book Forest and Mister Rogers’ Neighborhood of Make-Believe. Seasonal operations run through Labor Day and “Hallowboo,” a Halloween-themed event, takes place in October. Idlewild is part of the Palace Entertainment family which hosts over 13 million visitors annually at 40 locations across the country. With 8 theme parks, 11 water parks and 21 family entertainment centers, Palace is the largest operator of water parks and family entertainment centers in the nation. For more information, call 724.238.3666 or visit http://www.idlewild.com and http://www.palaceentertainment.com.
Ugh! What a state of depression I’ve been in since! Can’t wait to go back!
However, one man/woman made creation that simply took my breath away as a marketer was the Gelateria (gelato) stands and stores throughout the various Italian cities we visited. They seemed to be on every street corner!
And, what a merchandiser’s dream of flawless execution.
Believe me, even if you were a severe lactose intolerant individual, you’d cave in to any one of these Italian gelato taste bud blowing experiences.
You would not be able to resist it!
As these pictures show, the merchandising of these Italian Gelateria’s are without peer. And, the taste delivers on the merchandising promise.
My question then is, “What are you doing with your merchandising to create a brand experience such as these Gelaterias?”
P.S.: For a great tour guide for Italy, the Holy Land and more, check out Fr. Anthony Nachef’s Proximo Travel. And, tell him Steve Wayhart sent you!
Yesterday, I had dinner with some old friends at a quaint family owned and operated Italian restaurant. The restaurant menu, had seven specials listed with no descriptions – just the entree name – and no prices. However, the rest of the menu had full menu descriptions and prices.
The server simply passed out the menus and offered no detail or prices. I wondered why the owner (and others too) refused to put more detail on the ‘special menu.’ So, when we asked for the pricing and description of some of the entrees, it certainly slowed down our order and sped up our frustration.
There is no benefit to the guest by not including feature prices or menu descriptions. In fact, there are several potential customer negatives such as:
- ‘Sticker Shock’ when you get the bill
- Shame/embarrassment for having to ask
Now, there should be no shame in asking about prices, but you could find it embarrassing to ask if/when you’re on that first date, with important clients, well-to-do friends etc.
Why restaurants follow this practice is way off base to me and has no upside except to trick customers into paying more. It’s a bush league practice and should stop.
My second experience involves my soon to be ex wireless carrier Sprint. I’ve been a Sprint customer for nearly 10 years when the company first started in the PCS business. In fact, I helped launch the brand in Western PA and Western NY.
Yesterday, I had a contract with Sprint through May (5 more months), but this morning I accidentally dropped my phone into a toilet – yes, but a clean one! Needless to say, Blackberries don’t float and do not work after such a dunking!
So off to the Sprint store to get a replacement. After spending a few unplanned hundreds of dollars on a new phone, I was required to sign 2 year extended contract because it’s a new phone – my service plan did not change! What insanity! I question the legality of such a practice – and you can count on the fact that I’ll pursue a challenge starting tomorrow.
Is it any wonder why Sprint’s stock has been in the toilet like my Blackberry was this morning? Note: I loved my Blackberry – just don’t care for my Sprint service. And, I care less about it a lot more today than I did yesterday.
So the easy lesson to learn today is that you need to work harder on being easier to do business with your colleagues, vendors and clients. When you consider the success of many of today’s superstar brands such as:
- L.L. Bean
..being “Nice & EASY” is definitely a key reason for their success – so remember…easy does it!