August 10, 2017

What a difference a word makes (in marketing).

The gods of marketing were smiling on me that day.

While leading a group of Canadian culinary tourism delegates through Philadelphia on an educational best practices mission (what’s that, you say?…learn more here), we stumbled upon a stunningly artistic city utility box, like so:

Yes, I’m a ham. However, I’m also an educator by nature, so this box became a teaching moment. We paused here on our walk to discuss the power of surprises and the marketing opportunities that come from turning ordinary things into unexpected pops of joy.

When the spontaneous lesson concluded, we continued on our walk. And not five minutes later, one of the group exclaimed “Oh my god, look at that sign!”…and all the delegates from Taste of Nova Scotia turned toward the entrance to Sweet Box Bakery:

The exclaimer gave me a quick look, as if to say… “did you plan this?” I just dropped a small curtsey and said “I rest my case.”

Folks. Be surprising. Be fun. People notice.

Learn a bit more about Philly’s painted utility boxes here.