Branding Speaker, Trainer, and Coach

4 Marketing Lessons from Crate & Barrel

Crate & Barrel

As a former Windy City resident, I remain enthralled with Crate and Barrel. Every visit makes my heart beat just a little bit faster with the thrill of what unexpected delight I might uncover at the next aisle. I just received my new catalog and here are a few items you can use for your own R&D (rip off and duplicate):

  1. Enlist Strategic Partners – Of course you expect great merchandise, but bet you didn’t expect a special offer from wine.com. Aligning with this on-line merchant makes sense in the wineglass spread of the catalog, but also defrays costs and adds a benefit to readers.
    What partner can you team up with for a joint effort?
  2. Tie Your Marketing Into the Season – If it’s January, you know it’s both weight loss and Hollywood award season. The concept makes sense. However, I have an issue with the headline (really!) of “Winner&Is.” Why isn’t it: “…and the winner is?” Further, the headline uses an ampersand whereby the landing page uses an “and.” My advice? Promote a seasonal event, but use a logical and
    consistent headline and landing page address.
  3. Bonus your Readers – What a treat to linger over the catalog and discover a special bonus to download free invitations and a free playlist on iTunes. What can you offer? Stay tuned for my new flash
    cards coming next week.
  4. Use Emotion – These pages are mini snapshots of a life: dinner with a lover, a night with grandpa, a girls’ get-together. We buy with our heartstrings and they then tug at our purse strings. Facts don’t sell, emotions do.

Have other ideas? Please share with me in the comments below.

2 Comments
  1. Liz, thank you for reminding me of yet one more business name that has an ampersand in it. My monthly series features “the ampersand as fun & fabulous art” and I’m planning a series on companies and products with ampersand names (m&m, Arm & Hammer, and now Crate & Barrel). My latest series, which began today, is advertising slogans (New & Improved) which you can see at amperart.com. (Subscribe to receive monthly editions free.) Thanks again for the C&B reminder.

  2. Oh, just clicked over there and saw the New and Improved too. As a former Quaker employee, we were always playing with “violators” on our packaging including that one.

    Your art also reminded us of how we name differently today; it’s troublesome to create a new brand name with an ampersand; doesn’t work on Twitter and in domains.

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