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June 21, 2004

The mundane can be remarkable

Brand Autopsy: The Soup Peddler – A Case Study in the Art of Being Remarkable This story about a guy who sells soup from his bike reminded me of an amazing marketer that I knew when I used to live in Brooklyn. The guy was a Russian imigrant who had a laundry. He got a local neighborhood directory and started sending everyone a note saying he was new to the neighborhood and to come in and get some free shirts. Everyone who came got free shirts and some Russian cookies. Each week he kept track of who came in from the list. And each week he sent a little reminder saying hey, why haven't you come yet, my wife and I are waiting for you. Then finally, he sent notes to the people who hadn't come saying "Hey, what's wrong with you? You sick? You don't want clean shirts? You don't like to meet new people?" People came and he gained total neighborhood market share dominance. No anti-trust suits have been filed yet as far as I know.

Posted by johnza at June 21, 2004 09:53 PM

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