Tag Archives: Beekman 1802

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Be Successful This Small Business Saturday: Make Retail Personal Like Beekman 1802

November 25 is this year’s official Small Business Saturday, a day when local retailers can strut their stuff on the Saturday bookended between mass retailers’ Black Friday madness and e-tailers’ Cyber Monday frenzy. It was conceived by American Express, which reported that small businesses generated some $15.4 billion dollars on Small Business Saturday last year. American Express explains […]

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Secret Of Retail Success? Give Shoppers More Things To Do, Not More Stuff To Buy

Recently I took my 4 ½ year-old twin grandsons to Dutch Wonderland, an amusement park tailored to the pre-teen crowd. We rode all the age-appropriate rides, strapped into our seats and let the effects of centrifugal force and mild balance disorientation do the rest. But by far their favorite experience was a miniature train where […]

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Everyone's Gifted Beekman 1802

Retailers: You Don’t Need to Be a Marketing Genius to Have a Genius Marketing Idea

You don’t need to be a marketing genius, as Brent Ridge and Josh Kilmer-Purcell, a.k.a.the Beekman Boys, certainly are, to have a genius marketing idea, like this past holiday season’s “Everyone’s Gifted” promotion from Beekman 1802. All you need is: A clever, memorable concept (i.e. Albert Einstein as the ‘face’ of Beekman’s promotion); Consistently executed […]

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Luxury Marketing’s Higher Calling – from the 4Ps to the 4Es

In 2013, the American Marketing Association changed the definition of marketing.  It went from the old 4Ps definition which most of us practicing marketers were drilled in: Product, Price, Promotion, Placement, to a new one based upon the idea of value: Judging from the sorry state of business today – the closing of 100 Macy’s […]

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