In 10 quick but memorable minutes I’m sharing my observations and experiences with marketing strategies I had close encounters with over the recent Memorial Day weekend. From an innovative Fresh Direct pop-up, to a Rosé Soirée in the Hamptons with missed promotional opportunities, these are my thoughts on some effective …and ineffective … marketing tactics. And I borrow from one of the 22 Immutable Laws of Marketing, by brilliant marketing strategist, Jack Trout.

• First, learn how my friend Joanne (who happens to be Jack Trout’s daughter) and I popped into a pop-up for Fresh Direct. We were in pursuit of coffee but got a surprise stimulating conversation with the interim CMO, instead: Jackson Jeyanayagam.


• He explained their strategy was to build awareness for their new delivery service and display the quality of their products “IRL.” 

<figure class="wp-caption alignleft" id="attachment_1653" style="width: 433px;"><figcaption class="wp-caption-text" id="caption-attachment-1653">Fresh Direct PopUp store</figcaption></figure>
<figure class="wp-caption aligncenter" id="attachment_1652" style="width: 284px;"><figcaption class="wp-caption-text" id="caption-attachment-1652">Learn which of the 22 immutable laws Jackson was aiming to apply; and the overlap with he, that law and AB InBev!</figcaption></figure>

• Then, we had a blast sampling 20 kinds of rose’, but can we remember which one we preferred — to buy again? Blame the drinking, sure, but I think it was more the missed marketing opportunities at the Soiree. 

(TWO really stood out, though, which you can read about in my new Substack Newsletter, “Moss Hysteria”!) 

• Then, I popped over the next day — back in NYC — to check out Cognitiv AI’s pop-up at Grand Central, promoting mental health and positive news. It was a blooming success. Learn why. 
  
  

Overall, great experiences that showed how valuable experiential marketing can be!

Key Moments:

00:32 Fresh Direct Pop-Up

03:17 The Importance of Branding and Communication

04:27 Applying Lessons from Ries & Trout’s “The 22 Immutable Laws of Marketing”

05:54 Event Marketing: The Rosé Soirée

09:31 Memorable Marketing: Cognitive AI Pop-Up

10:17 Get More in my NEW Newsletter, “Moss Hysteria” on Substack

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