Marketing with Human Connection

How do you embrace and bring back human connection after being cooped up at home for so long? Sometimes just a simple gesture can bring back that feeling of the rainbow after a storm and Jimmy Choo did just that recently.

A mother figure can come in many different ways. It may be maternal, a grandmother, aunt, cousin, friend or even a stranger. There is a feeling of nurture that a mother gives that we all seek in some form or another. As silly as this old family superstition may be, till this day I still can’t put my handbag on the floor because I can hear my grandmother’s voice saying “Don’t put your purse on the floor, that’s how you lose your money.” : ) It is interesting how some things stick and make you repeat or share either for a laugh, to pass on knowledge or just plain amusement. In a world where we are consumed with digital content in our lives there is always something though that stops us sometimes and makes us engage.

That old saying of April showers bring May flowers couldn’t be more true for Jimmy Choo this year. While scrolling through my LinkedIn feed, for the first time in a while outside of commentary between friends I couldn’t help but pause. And why you might think? Out of all things flowers made me stop! Even though I’m in full blown allergies at the moment seeing this just made me smile. As Ralph Waldo Emerson once said “The earth laughs in flowers.”

This year on Mother’s Day Jimmy Choo gave a bouquet of flowers throughout the entire weekend to all of their US based in-store and virtual shoppers. Not only was this humanly engaging but a great marketing tactic from multiple angles. The brand partnership with Flowerbox, gifting consumers both in person and online but most importantly adding a touch of personalization. It was a well rounded marketing tactical hit! In a world where we can easily get out of touch with humanity it was refreshing to see that Jimmy Choo understood the importance of adding a personal connection because “How you make someone feel they will never forget.” Maya Angelou

Kudos to Jimmy Choo for connecting both the physical and digital worlds in such a caring and loving way. I’m still on the prowl in finding how brands are using marketing to merge these worlds together while brining us back into our mobile lives again through fashion and sazon!

So stay tuned for next week!