Show them how your cupcakes are made.
Magnolia Bakery is a NYC landmark.
It’s known primarily for its cupcakes (and for the line outside its original West Village location). A friend of mine used to say, “If I’m anywhere below 14th Street, I always make a trip to Magnolia.”
The Bakery recently went “chain”, and added additional locs in New York, LA, and . . . ahem . . . Dubai. (What the?)
The shot to the right is of their window at the Rockefeller Center location on 49th and 6th.
Unfortunately, I didn’t time this shot just right. You see, sometimes, there are bakers right behind that glass, working at the mixing bowls, and cooking up the magic that is a Magnolia cupcake.
It can cause quite a little stir on 6th Avenue as people watch some of the world’s finest cupcakes get made right in front of their eyes.
People like to see what they normally can’t, especially when it involves something extremely rare and special.
In other words, we’re all Peeping Toms.
So, how can you be like Magnolia and use that slightly disturbing fact to your marketing advantage?
Can you find a way to give your audience a sample of something that is normally hidden from view? If I were designing a new theater complex, I’d think about putting two-way mirrors in the rehearsal studios and walk potential ticket buyers past them on the way to the box office.
But what about simpler ways . . .
Can you give backstage tours? Can you have invited open rehearsals? Can you have “Director for a Day” apprenticeships for big donors?
Think about it.
Because if you can get your audience salivating at your glass window, I’d bet you money they’re going to walk in sooner or later.
I know I did.