As a marketing person, I just love seeing examples of brilliant marketing. For me, good marketing is when everything the brand chooses to do relates to what it’s all about. Here are a couple of examples I saw today:
Raymond Weil, the Swiss watch manufacturer, always had a strong connection to music. After last year’s success with Sinatra, they were not sure how they could improve on it – what can be greater than Ol’ blue Eyes? Well, you guessed it – The Beatles! Raymond Weil’s booth is all about music and The Beatles – their photo at the top of the entrance to the booth, their songs playing in the background, and the collateral handed to visitors is shaped like the vinyl records we all miss.
Another great example of the brand building is the new marketing campaign on display at the Luminox booth. First created to serve the needs of the US Military, the brand now offers customers the opportunity to participate in a marine-like boot camp. These are offered worldwide and demand is high. These boot camps are a great opportunity for customers to experience what the brand is all about – strength and durability.
And from men to women – one of the most feminine booths (and the one that drew me right is) was that of the Italian brand Ops! Colorful, girly and with plenty of sweets as a display, I just couldn’t resist walking in and checking what this brand is all about – and like its booth, it is happy, feminine and very sweet. What a great way to show what you are all about in a booth!
Baselworld is big, and after a long day of walking around I was very happy to find a ramen bar – right at the entrance. So eating at Baselworld 2016, for me, was a trip back to Japan.
Why not read our latest post on Baselworld 2017