Not in their marketing efforts of course. What I mean is – it’s the perfect time to get outside, loosen up a bit and say hello to the affluent and aspiring affluent as they lounge, dine, and socialize in our beautiful parks - and show them that your brand can let its hair down a bit.
Opportunities abound in places you might not expect. Sure, there are wine tastings, charitable events, fashion shows and golf championships galore where you can set up a booth or at the very least offer sponsorships. But what about places where people don’t expect to find you?
I’m not sure who will be donating pianos to Sing for Hope’s famous Pop-up Piano project, which sets up pianos for anyone to play in parks throughout New York City. If I were Steinway, I would make sure at least half of those had my name on them.
A more popular summer pastime – all across the country – is catching a Movie in the Park. And Brooklyn Bridge Park happens to be showing Breakfast at Tiffany’s this year. Perhaps an opportunity for Tiffany & Co. to drop a little of its rigidity and offer up popcorn in Tiffany blue boxes. Now that’d be a class act.
Bringing your brand out to the community isn’t a new concept. It’s been around for decades (the New Jersey Devils seem to have mastered it since 1997). But it seems like luxury brands are a little sheepish when it comes to this medium. And understandably so. Mixing with the masses is a risk, but if done right, it can be pretty powerful. And with appropriate social media to support such an endeavor, it might even be a little magical. Just like a movie night under the stars. Or a future concert pianist finding his groove along the banks of the Hudson or in the shade of Central Park.