Marketing stunts

The ambiance was soothing with a live pianist playing some instrumental tunes. The Szechwan crab on the plate was even more irresistible to the hungry diner. Then, wham!

From the unexplainable abyss comes the brave and untrained voice of a singing waiter. The quiet atmosphere easily turned into a bizarre karaoke-like experience. A philosophical marketing question comes to mind: Do you actually attract more customers when the waiters sing?

Of course, the answer really depends on talent. Certain restaurants abroad succeeded with the idea because they hired professional singers who bus tables on the side. To cite, Max’s Opera Café in San Francisco has hired singers who aim or train to perform at the San Francisco Opera House.

Here in the Philippines, it seems that anyone who cares to sing can just grab the mike. It may catch attention, but not necessarily the right one.

Here are a few more noteworthy marketing stunts:

Cebu Pacific dancing flight attendants. This act caught world attention because it was totally unexpected and well-rehearsed. It was refreshing to see both men and women dance their way into people’s hearts.

Marikina shoes in the Guinness Book of World Records. Certain Philippine cities have a penchant for getting recognized through the Guinness Book of World Records. But if there is one town that created an impact with what appears to be a clear branding strategy, it is Marikina for the giant shoes. The city’s commerce revolves around shoemaking and, by presenting such enormous footwear to the world, the people highlighted the city’s main industry.

SM Mall of Asia opening day. The event happened many years ago but the memory lingers. If you were at the mall on opening day, you would have noticed countless sailboats out at sea, providing a breathtaking view. The scene lent the impression that the mall was really part of something greater.

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