In the last few years, I’ve had more than one occasion to visit Palm Springs, California. It’s a great city, just the right size for me, with lots of stuff that I like to do. It also has some fantastic restaurants, let’s not forget about those.
If you don’t know already, Palm Springs was made famous by celebrities like Bob Hope and Frank Sinatra back in the 1950s and 60s, and it quickly evolved from a haven for those wishing to escape the grind of Los Angeles to a sort of mecca for retirees, especially those seeking to escape cold weather climates. Today, the city is made up almost overwhelming by folks over the age of 60 or those who make a living serving those over 60.
I remember the first time I flew to Palm Springs from Minneapolis. As we boarded the plane, I noted that even though I have some gray hair, I actually brought the average age of the passengers around me down – by a lot. My wife and I might have been the youngest people on the flight other than the crew. It was a little surreal, to be honest.
The demographics of Palm Springs was reenforced whenever we went out to eat, as the restaurants were packed with retirees and menus reflected the clientele. The food was awesome, but there was no escaping the fact that an AARP discount was the rule rather than the exception.
All of this sort of adds up to create the Palm Springs “brand.” It’s peaceful, it’s beautiful, it feels safe and it’s not afraid to cater to its primary target audience. Even though I stink at golf (and I’ve heard there are more golf courses per capita in Palm Springs than anywhere else on earth), I’m a fan.
I flew back to Palm Springs recently, and the story seemed to have changed. This plane was filled with young people, including young families. I asked my wife if she noticed, and she reminded me that it was spring break for many students across the United States. I found myself a little disoriented. Was the Palm Springs brand changing before my eyes?
Then I had an experience that I will never forget, not just because it was hilarious, but because its timing could not have been better. As we walked out of the Palm Springs airport to meet our ride, we walked by two men loading their golf clubs into a car and talking to the driver and a third man who was good bit older than his visitors. I could hear their conversation clearly because it was so loud (and growing in volume with each exchange).
“Bryan,” said the first man, hefting his clubs.
“Bryant?” said the older man, clearly struggling to hear the name being said.
“Bryan,” said man #1 again, irritation growing in his voice.
“Bryant?” shouted the older man even louder, obviously getting frustrated himself.
“Bryan.”
“Bryant?”
“Bryan.”
“Bryant?”
We walked by as our ride approached and the unintentional comedy routine continued with no signs of stopping. As far as I know, they are still standing there today, arguing at the top of their lungs. As we drove away from the airport, my vision of the Palm Springs “brand” seemed to snap back into focus.
The point here, I think, is that a memorable event reinforced the brand I had come to know almost instantaneously. It’s something we see everyday with creative communication that supports our favorite brands. Interesting commercials, eye-catching ads, memorable posts – they all remind us of what each brand stands for.
Boring communication doesn’t work the same way. I’m not sure how many “Visit Palm Springs” ads I would have had to see to make the same impression as the two retirees shouting virtually the same name back and forth, ad infinitum.
It was more effective because it was more interesting.
How memorable is your brand communication? Remember, it’s not about shouting, it’s about what you’re saying. Think about if those two gentlemen had been having a completely rational, normal exchange about how nice the weather was in the Coachella Valley. I wouldn’t have even noticed.
In branding, it pays to stand out. If you want to know more about how that rule of marketing can apply to you and your business, let us know here at Anchor.
