WEEKLY ONLINE NEWSLETTER – NUMBER 8, 2011
Exploit the Wow Factor Benefits Of ‘Theming’
I have long been an advocate of ‘theming’ – no matter what business you’re in.
Whether you’re a garden centre, dry cleaner, plumber or bakery, my view is that ‘theming’
can significantly add to the appeal of your business.
We all enjoy going to an Asian restaurant which is properly ‘themed’ rather than one which
simply features some window dressing at the entrance and inside looks like any other
restaurant.
I’ve often commented on the short-sightedness of many resort and hotel developers, who fail
to realise the long term benefits of ‘theming’ their properties.
I can never understand why a developer puts together a hotel or resort which embodies the
architectural style of the time.
Everyone knows that in 10-15 years’ time, that architectural design will be dated and will
need refurbishing in order to remain viable.
On the other hand, the developer who ‘themes’ his resort to a particular era, has the luxury
of that theme being virtually timeless.
Sure, he’ll have to upgrade and furnish it as time goes by, but his refurbishment will be a ‘nip
and tuck’ compared to those who have to completely recharge their property with a total
makeover.
Take for example, the Palazzo Versace Hotel on the Gold Coast.
It boasts an exquisite, Italian design of renaissance splendour, designed by architect, Rocco
Magnoli.
It’s a broad interpretation of neoclassical Italian architecture and will never date.
The restaurant game is another industry which can greatly benefit from ‘theming’.
And whilst most restaurant theming is related to the nationality of the cuisine, there are some
spectacular success stories which involve creative theming which is unrelated to the cuisine
One example is Johnny Rocket’s Hamburger Restaurants, which are themed in the 1950’s,
reminiscent of the Happy Day’s TV show.
If you go to the US, make sure you visit one of these fantastic restaurants.
The waiters grab bottles of ketchup and use them as fake microphones and throughout the
day, perform an impromptu dance to the sound of one of the 1950’s hit songs.
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And another fantastic success story in the US restaurant game is the chain of Rainforest
Cafes, each one themed in a Jungle setting with audio-animatronic jungle animals all around
you as you eat.
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What Type Of Theme Can You Introduce To Your Business For
Marketing?
Take a break over the next few days and consider what type of theme might suit your
business or services?
One of my clients is in the beauty/makeup industry – and I recently suggested that he might
like to consider adopting a retro type theme for the company, with Audrey Hepburn being an
inspiration for this idea.
Why a retro theme?
Because it doesn’t date.
My 21 year old daughter is just as interested in Audrey Hepburn type fashion as a baby
boomer female.
And therefore such a theme crosses all boundaries in terms of demographic appeal.
On the other hand, if he chose to ‘theme’ his beauty/makeup business in today’s
contemporary type feel, he runs the risk of fashions changing, and therefore having to
reinvent the brand every few years.
If you’re a butcher, maybe you can theme your business with a European gourmet flavour,
complete with your shop’s décor and your staff’s uniforms communicating the European
demeanour.
If you’re a delicatessen or bakery, perhaps you would go down the French patisserie angle,
mirroring the exquisite pastry displays that one only finds in Paris.
And if you’re looking for ideas to stimulate your creativity, go no further than the Walt Disney
Company and study their theme parks and movies.
I can assure you that if you do this, you will have a truckload of ideas for themes for your
business!
Here’s some links to some really creative themed restaurants and hotels around the world.
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American Girl Cafe
http://www.americangirl.com/stores/experience_dining.php
Industrial Revolution Store
Santa’s Candy Shop,
Indiana
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Ninja Restaurant New
York
http://www.ninjanewyork.com/ninjacastle
.html
http://www.youtube.com/watch?v=LZeQNelpUmg&feature=player_embedded#!
HELLO KITTY THEMED HOTEL TAIWAN
http://www.carouselofcrowns.com/2011/07/15/furniture-friday-inspiration-from-theme-hotelsrestaurants/
BUBBA GUMP
RESTAURANT
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Jekyll and Hyde Club
http://en.wikipedia.org/wiki/Jekyll_
%26_Hyde_Club
Undersea Restaurant Maldives
Cinderella’s Castle
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Even Themed Events Will Be A Good Start!
If theming your entire business is too bold for you, at least think about theming some of your
marketing events.
And you could start with really getting behind the traditional themes such as Valentine’s Day,
Easter, Mother’s Day, Christmas etc.
If you’re in a business which targets women, then think creatively how you can theme your
next sale or event in such a way that you hijack the benefits of Valentine’s Day and Mother’s
Day!
As I have said before, imagine a Christmas theme that blows away your competition.
If you were an entertainment or retail destination, just imagine the drawcard of having a
White Christmas with falling snow.
Movieworld on the Gold Coast in Australia has adopted such a theme throughout December
and is attracting big crowds with the promise of snow falling on Main Street during the
evening. (Snowflakes which are biodegradable soap bubbles.)
Because their Main Street buildings are spectacularly illuminated and snow falls whilst their
parade is happening, the park is jammed every night.
On the other hand, had they simply just opened the park of an evening and had some
Christmas music in the background, the result would be entirely different.
So think how you might be able to introduce a theme to your business, as people are
attracted to ‘themes’, particularly if they are well done.
Until next time, make sure you add some Wow to everything you do!
Kind regards,
John Dwyer
The Institute Of Wow
PO Box 1227
Oxenford, Qld 4210
Phone: 07 5539 7884
Fax: 07 5514 6097
Email: john@theinstituteofwow.com
www.theinstituteofwow.com
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