Got an email this weekend from Dorothy Lane Market that was a terrific example of how to differentiate and personalize your retail offering.
The focus of the email, and the page to which it linked, is Chris Hampton, the company’s pitmaster, who has gone from “overseeing an art gallery in Florida to working at a law firm in Manhattan,” and now to running DLM’s barbecue operation.
KC’s View:
Two things.
First, I’ve frequently said that a key to a great food retail experience is that, when you walk in the store, it makes you happy and makes you hungry. I’d say that the DLM email actually does both, extending those experiences to wherever people happen to checking their emails. When I saw this email, I smiled – it is simply a great and unusual story – and got hungry. If there were a DLM anywhere near me, I would’ve instantly headed to the store.
And second, there is this quote from Hampton:
“Food is for everyone. Barbeque brings people together.”
That hits the proverbial nail on the head, and it is a message that every food store ought to endeavor to send. Not everyone can or should achieve it on the level that Dorothy Lane Market does, but the line speaks to what I think can be the nobility of the food purveyor mission.
The post How To Craft A Smoking Hot Marketing Message appeared first on MNB.
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