There is so much to take in when you visit Manhattan. Lots of interesting people, and lots of stuff going on. Everyone appears to be on a mission to somewhere. Whatever you do don’t stop in your tracks or you will be run over.
Besides all the immense activity, if you take the time to observe, there are some great marketing lessons you can learn.
In my recent visit, here are three things I picked up on that can be translated into any business with a little bit of effort.
1. Be about something.
We visited a place called Eataly. It is a creation by Oscar Farinetti of Italy. He opened the first one (30,000 square feet) in 2007 in Turin. The location in NYC is operated by partner and famous chef, Mario Batali. The concept is pretty simple, but also very ingenious. Essentially, Eataly is a huge Italian marketplace with restaurants. It’s chock full of food like an outdoor market, only it’s indoor. Their tagline is, “We cook what we sell and we sell what we cook.” They have chocolate, wine, pasta (fresh and dry), meat, fish, shellfish, cheese and all kinds of other products that go with these items. All the finest foods from Italy. The place was brimming with people, loving the atmosphere, the food, and easily spending their money.
2. Sell something special.
Even though I would say Eataly also hits on this one since they specialize in Italian foods, there was another place we visited that had streams of people buying as well. It was a very small place, and at one point while we were waiting for our order, there was a line out the door. What did they sell that people were lining up for and shelling out a minimum of $3.00? Bubble Tea. What’s Bubble Tea you might ask (a question I had as well)? It’s either black or green tea with milk, sweetener and tapioca (which are the bubbles). Very different, and people (especially kids) were ordering them like crazy.
3. Create an experience.
We had the pleasure of having a very fine lunch at the department store, Bergdorf Goodman on 5th Avenue. If you’ve never been there, it is a high-end store that has its wares uniquely and interestingly arranged on many floors, one of the floors housing the restaurant. Visiting this restaurant brought back memories of when we had restaurants in our local department stores in Cleveland (May Company, Higbees). Anyone remember those? But at Bergdorf’s, what they created was a fine dining experience to match the atmosphere of their store. Top-notch service, excellent food, in an elegant setting. All carried out to perfection and well worth the price.
What kind of things can you do in your business to Be About Something, Sell Something Special, or Create An Experience? It may take some thought, but once you figure it out, it can yield an unending flow of business for you just like these NYC establishments.