Let's get physical for a moment, ad friends, with a couple of great examples of local marketing done right. Starting with agency work and wandering the whole way down to a homemade, hand-stuffed message from a local restaurant:
First up: The Women's Fund of Central Ohio Keyholder Event
This annual fundraiser supports grants to programs that promise social change for women and girls. Every year, they feature a well-known speaker. This year, it's Miriam Peskowitz, author of The Daring Book for Girls.
The invitation and Web site were created by Ologie (long before I arrived!) and - I think - powerfully bring to life the book, the theme and the cause. The pieces feel very high end for local greater good and have been received with something akin to delight.
AND- The Web site (again for a local market event) has been nominated for a Webby. Vote for it under Living / Events on the People's Voice.
Onto: The Makeup Counter at Nordstom
Talk about making a big brand personal! Nordstrom has always been known for service, but sometimes they outdo even themselves.
Recently, I went to the Laura Mercier counter to get a fab new lip gloss (seriously, baby doll gloss, you've got to have it) and was helped by a perfectly gracious associate.
Then, the following week, I got this hand-written note from her - thanking me for the purchase. That's a business card I was careful to save.
Finally: Figlio Restaurant in Grandview / Columbus
We've talked a lot lately about brands leveraging Twitter to listen to users - to find small problems before they get big; to uncover ideas that might make better products.
Peter and Laurie Danis, owners of Figlio, have perfected the old-school version of that.
They have a great personal story about tossing their law practices for the love of food. For caring about work with passion. So, they scan the local newspaper's career section every week. And, target people who've recently been promoted with a great little congratulations package:
A letter about your accomplishment. Their story. And a gift certificate for dinner. All asking that you share your celebration with them.
And, all bizarrely genuine.