The Adventurers Boutique and Social Club wanted to make a big splash. They had the aesthetic of Indiana Jones with their styled offerings, but also featured a bar that felt like it was from the 1930s. They just couldn’t decide what to do for their Grand Opening. They turned to their marketing firm, Sideways Marketing, for ideas.
Louis Sideways, of Sideways Marketing, dressed up for the part in an army bomber jacket. The head of the Adventures Boutique, Lyle, felt good about his decision to go with Sideways.
“So, what do you think we should do?”’ Lyle asked. “Do we throw a themed big bash? Do we get a propeller plane to sit out front? Do we have a murder mystery party?”
“All fine ideas,” Sideways said. “But also very risky. You are talking about doing something grand. However, a big grand gesture at the beginning might doom the entire enterprise. Disney World saves the best fireworks for the finale.”
“But we don’t want to have a finale,” Lyle said.
“No, but you want to crescendo to it,” Sideways said. “So, the idea here is subtle.”
“A small banner?” Lyle asked.
“I suggest you open the doors Monday morning, turn on the lights, and wait. Then you’ll get foot traffic. People will be curious. What is this place? Is this place open? People will wonder if it’s a hidden treasure that fell out of the 1930s. It becomes a secret that spreads like wildfire.”
“But how will we get customers? No press? No excited fans? What’s the point of opening like that?”
“Perhaps the best-kept secret won’t be a secret for long,” Sideways said.
Lyle fired Sideways Marketing.
Lyle set out to make the big splash he was hoping for. He spent way too much money creating a gala for the grand opening with a bunch of famous attendees.
Lyle was excited, but as the night of the big gala dragged on, he noticed that more and more of his guests seemed to be disappearing without warning.
He saw one of the most important guests look at his phone and sneak out the front door, so Lyle followed him. The guest was walking around the side of the building, and Lyle saw a nondescript-looking door named “The Sideways Side Door Club.”
Another guest walked by and saw Lyle. She praised Lyle as she passed. “Great party. I came out because I’m very intrigued by this new club that Louis Sideways started. It seems like the best-kept secret in town.”