Market Like You Mean It by Al Lautenslager

Author:Al Lautenslager [Lautenslager, Al]
Language: eng
Format: epub
ISBN: 9781613082737
Publisher: Entrepreneur Press

MARKETING TRUTH

Using controversy as a tactic in your marketing can be risky, but it can also be very successful.

CHAPTER

5

THE WOW FACTOR

WITH 245 HOTELS REPRESENTING UPWARDS OF 70,000 ROOMS, New York City is dense with hotels. So standing out among all 245 is not always easy. Getting noticed is a real marketing challenge. The Algonquin Hotel figured out a way to do it, though. The Algonquin Hotel is on what is known as “Club Row” in midtown Manhattan. The significance of this is that this hotel was once the site of the Algonquin Roundtable, a gathering place of elite, sophisticated spirit-sippers of the 1930s. That historical ambience inspired the Algonquin Hotel to create something that would make them stand out. The Algonquin Hotel created a featured drink known as “Martini on the Rock.” This was no ordinary drink, mind you. This was no ordinarily priced drink, either. The price tag to imbibe this cocktail is a mere $10,000. That certainly garners attention, but the Algonquin wanted positive attention. Problem solved. The “Martini on the Rock” comes with a diamond sparkling on the bottom of the drink. (The drink requires 72-hour advance notice and a personal visit to the hotel’s own jeweler.) Hotel marketers promoted the fact that it’s the best way to arrange a marriage proposal, complete with a drink that will live up to the special moment.

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