As I was walking through the subway a few weeks ago, I saw workers installing the advertisements for the new Uniqlo grand opening. I spoke with a coworker about all the work that goes into opening not one, but two new locations in New York within seven days. Uniqlo manages to deliver a great experience, and they are transferring that online with this behind-the-scenes video and web page that highlights Uniqlo customers’ stories. Check out an article in Ad Age that outlines their marketing strategy to these two new launches. 

I went to the Brooklyn Museum this past weekend, and it wasn’t until after I whipped out my $10 to pay for entry did it register that the guy at the front desk had said $10 was the “suggested” donation. Not the price - the donation - and  suggested one at that. 

It made me stop and think about the power of trusting people to do right. I like to think of myself as a good honest person…and I think the majority of people would say the same. So even though the museum and as you can read from the link, Panera Bread gives us the opportunity to get over on them by paying less than the service or product is worth, my self-narrative won’t let me. In fact, it almost makes me want to pay MORE, or at the very least, garners some brand loyalty. Why? Because they trusted me.

They put the decision in my hands to opine on the worth of their product instead of forcing me to pay what they thought. Now, this doesn’t and can’t work with every product. It’s surprising and really kind of cool that Panera has chosen to do it with a product that has clear profit margins and measurable added value. Usually it’s done with abstract ideas like the museum, or Radiohead’s music back in 2007.

I love this because the brand gives you a reason to remember them for more than their food. They tap into your own self-narrative and basically they’re asking you what you stand for and believe in - who you are when no one is watching. It’s something little, like coffee, but the impact will definitely make me choose Panera over a competitor when I’m in a random parking lot choosing between my fast food options.

Not super surprising but good to point out that when people are using social media channels, making purchases is low on the totem pole of priorities (I want to look at baby pictures people, not shop for products! I do that at work…um, I mean, when I’m home.) The study does point out that traditional online marketing, search and email marketing is more effective.

(via @Mashable)

Amazon launched its new content hub The BackStory today. A a place where people can check out author interview, podcasts, recipes, new essays and post questions. This is an interesting trend in a couple different ways: 1. It’s creating a new content marketplace (there will be lots more this year, trust me) and 2. It gives me a reason to go to Amazon BESIDES e-commerce and sets itself up the online version of my favorite neighborhood bookstore that has author readings and meet and greets.

I wonder what we’ll come to expect out of our retail experience if we follow down the path of this trend—fashion sites have already incorporated a bit of this with virtual stylists..(via @TechCrunch)