Last week I got a postcard from Paris (the city, not The Mess).
On the front was an attractive chick on a scooter, who seems to dislike chickens, and the name of a... something. The hand-written note on the back, which reads, "Chair de Poule means goose bumps, now you know," was signed "Casey." Since I do know a Casey who moved to France some years ago, I dug up an old email address and investigated.
As it turns out, this is all part of a marketing campaign for a bar/café in Paris ... France. I, of course, don't live anywhere near Paris, France. I don't even live near Paris, Illinois (real) or Paris, The Moon (fake). So, why would a café in Paris, France send me a post card in Ann Arbor, Michigan?
Interesting huh? Advertise a business that can only generate revenue locally (food, booze, good times) globally? Not only are they advertising globally, but with a micro campaign; only 100 cards were sent out, all hand-written and stamped.
This is a great idea.
First, it should be recognized that Chair de Poule is in a business that's all about swagger. Sure, their eats are different than the café down the rue, and their music might be a little better - but they are selling the same booze, the same drunk, the same good time. They want people to think, "the good time at Chair de Poule is the best good time." A lot of that has to do with the patrons, the staff, the swagger - and that, you can't buy.
When someone is visiting your town, and they ask, "where should I grab a drink," where do you send them? How did that place become the place you recommend? Chances are, they got there by yearsof good work, good food, good music and a loyal following of fun people who enjoy the same type of good time that you do. Alternatively, you used to buy drugs there in college, but I'm not here to judge.
Chair de Poule is the place I'm going to send everyone I know in Paris, or who plans on going there. I'm going to send them to this place like I know what I'm talking about. Of course, I don't. I've never been there; for all I know they only serve Gefilte fish on saltines and their chairs are made of old pudding. The image they've created in my mind with one simple postcard, however, is not that. Instead, it's a place I definitely want to be, where people like me go to get drunk, make out with me, and strangle chickens on a stylish moped (yes, I'm consciously avoiding the word "choke," you're a bunch of children).
They have created an instant reputation. Sure, among a very small group of people who don't live in Paris - but a reputation none-the-less, and reputations spread.
Now, let's talk about how. I'm going to assume that their "open-rate" on this direct mail campaign was 100%. Aside from the great photo on the front, getting postcards from Paris is cool. When I see the post mark from "Le Poste, FRANCE" I read that shit. I also waive it in front of everyone I can find, "look at me, I got a postcard from Paris, what did you get today? A FedEX bill... reeeeeeal cool."
They sent 100 cards out to "cool places" in countries all over the world. They selected bars, restaurants and other joints where they thought, "people like us," hang out. It's so simple, and they don't expect a direct return, but it's a wild idea, and people will talk about it - like I am right now. The simple fact that they tried this, says a lot about the personality of Chair de Poule and that's what this is all about, remember; swagger.
The whole thing cost them about 100EU. I'm not going to convert that for you, assuming you have the Internet.
This campaign is an excellent example of what I call, "why not." I think every company should devote a small bit of their marketing budget to "why not" projects. Think of them as the bleeding edge experiments (extremely cheap experiments). They have goals attached, but not necessarily hard-percentage returns. The value may be in reputation, knowledge, or increasing the chance of a lightning strike - but even if all that comes from them is learning what not to do, it was worth the pittance you spent; bring your lunch for a week and you'll make it back.
Chair du Poule has already gotten a couple of calls from Belgium, one from some folks who thought there was a connection between the postcard and a death in their family. Apparently, their family has a history of being beaten to death by chicken-wielding models (joke stolen from Casey).
For 100EU this little joint in Paris now has an international reputation, even if it's only among 100 strangers; its' nothing to shake a chicken at.
