August 20, 2023 / Trends
Quite often when I give a lecture or a public talk on trends in creative partnerships, there’s a hand in the room and the question being asked is on what’s actually in it for small businesses. Can they partner with culture if they don’t have big budgets and can’t afford running purely image related activities unlike big brands such as Prada, Gucci, Louis Vuitton? Are there any opportunities to increase brand desirability and to grow business through embracing art and culture when you’re just starting?
Recently I had a similar conversation with someone dear to me and we ended up brainstorming on what could be applicable for the particular business he’s managing – a small but growing chain of aesthetic clinics.
So, below, I’ve put together some of my thought provoking questions, which I hope can give some ideas to those curious entrepreneurs who want to try new creative strategies but don’t have a lot of spare funds to invest. (Just yet!). I’m also including some inspiring examples from both big and small brands, which can be implemented on different budgets.
#1 What if you added an artistic touch to the management of your customer experience? Could you do something special to build anticipation before the actual experience (service or product purchase) takes place? Can it be an artistic invitation? A poem? Or even a song or the whole playlist? Or could you do something in the end? A card or a special souvenir created with a local artist, which would make the experience more memorable for your customer?
A bit of theory here: experiences consist of several stages – from anticipation, to the actual process (action), and to the reflection time after. To make them more memorable and meaningful, think about creating particularly strong moments with the artistic touch. What could make those points more impactful? In one of my favourite books on experiences – “The Power of Moments: Why Certain Experiences Have Extraordinary Impact” (2017), Chip and Dan Heath write that powerful moments include elevation (emotional spark), insight, pride, and connection. Art and culture can bring all that as they have the potential to trigger emotions, to give us a better understanding of ourselves, to help us feel pride and being part of something bigger.
For example, I was ordering a dress from a brand working with local craftspeople in Uzbekistan, and imagine my delight when while still waiting for it, I received a link to a special video telling the story of its creation!
#2 What if you elevated your brand hospitality and brought an additional surprising (but still valuable) function to your space? Something that would delight and make your customers curious and smile?
A signature health cocktail developed for your brand? Gelato cart with special flavours? Or a curated library or even a small art gallery with the works of local artists?
One of my favourite neighbourhood coffee shop doubles as a small art gallery showing the works by local artists. Each week they change the exhibition and create a new experience for their guests. I also love the example from Naples, which I mentioned in my previous post, where bookshops near Piazza Dante turn into cocktail bars by night.
Some inspiration from the big brands world: this summer the luxury sneaker brand Golden Goose launched Fioreria Golden pop-ups inspired by vintage flower shops in Forte dei Marmi, Bodrum and Mykonos.
Golden Goose Fioreria Golden store in Forte dei Marmi. Photo from Golden Goose
#3 What if you partnered with other small like minded businesses to highlight your brand philosophy?
Could it be your legendary neighbourhood flower shop? Wellness brand focused on healthy snacks or mindfulness?
Another inspiring example from the big brand here: with the Bottega for Bottegas campaign, the luxury brand Bottega Veneta gives a spotlight to Bottegas (artisanal workshops) from Italy and from around the world and features them on the website, advertising, newsletters, and in store windows for a particular time period. From pasta makers to gadget producers and to book binders with a particular attention to craftsmanship and creativity.
FRANCA NYC, a ceramics manufacturer and design studio based in Brooklyn. Featured in Bottega for Bottegas campaign in December 2022. Photo from Bottega Veneta
#4 What if you showcased your values and inspired your clients through a special social project or supporting a particular cause?
Free photo session for elderly couples with an emerging photographer to communicate that beauty doesn’t have any age limits? Followed by an exhibition in your space and storytelling on social media? Encouraging donations to a cause in line with your values and representing your soul (even if it’s a corporate one!).
The World Storytelling Cafe in Marrakech has chosen the art of storytelling as its key cause and its programming is built around live performances, broadcasts, and even an annual festival.
#5 What if you organized creative events for your customers and started building a community among them while strengthening their loyalty?
Invite them to artist & science talks, chamber music concerts, auctions. Be creative. Most likely there’s something out there, which can be valuable for your customers and can build attachment to your brand at the same time.
For example, the jewelry brand Avgvst runs a club for its loyal customers and invites them to special movie screenings, music nights, thematic city tours, and private dinners.
Avgvst jewelry store in Berlin features a secret garden where they hold music and other community events. Photo from Avgvst
#6 What if you highlighted more what drives your people creatively? What inspires their thinking and what are the stories behind your products and approach to services?
We’re all searching for behind the scenes stories and perhaps some of us also want to keep our creative juices flowing. Opening up the internal processes and storytelling around this can help you in building emotional connections with your customers.
Some of the small fashion brands that I’m following share stories, books, movies, and artworks that inspire their creators, and by this they make the brand more human and show the creative process around their products and services.
When you’re just starting it’s important to raise awareness and drive sales to be able to reinvest into your future business growth, but you also need to insure emotional attachment and inspire customers to keep coming back.
Culture and values based activities can spark emotions and speak to our hearts. Also, art snd culture do not only happen in big galleries or are created by blue chip artists. The beauty of them is that they grow anywhere and at any level. It all comes down to being able to notice and embrace.
Hope the beauty business of my dear person grows and hope that these ideas can be helpful for all the other culture loving entrepreneurial minds.