Over the years, when I've ask prospective clients about their marketing plans, I often hear that they are "in my head" or "on the back of a napkin" (read: they don't exist). So, I laughed when I saw this napkin while at Portland Center Stage for Astoria (a tremendous production, by the way). It immediately grabbed me, and I paused to think about how it is so simply brilliant.
Umpqua Bank literally put their marketing on a napkin -- a smart move since it's given to every patron consuming a drink (love that you can take wine into the plays at PCS). The idea of a napkin is not brilliant in and of itself, but the message they served is: evoking the emotions their theater goer target audience is there to experience makes the marketing impossible to ignore. It's perfectly a propos because I receive it as I'm already in an excited and engaged state, and it makes me feel on a subconscious level that Umpqua gets it (and perhaps me).
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