Two criteria of a great promotion are that it be (a) timely and (b) something that none of your competitors could pull off. It’s hard to think of a much better example of that than this ad from Brooks Brothers, which was emailed to me on President’s Day.
Not only is it cool to be able to say that you’ve dressed 39 of 44 US presidents, it’s something that presumably only Brooks Brothers could say. No matter what your political affiliation, there are bound to be at least a few names on the list that you admire. In my case, I’m somewhat intrigued by the notion of wearing clothing from the same company that clothed Andrew Jackson, Abraham Lincoln and Teddy Roosevelt.
And their headline got me not only to write this blog post, but to check out Brooks Brothers website.
BTW, the 5 they didn’t dress are George Washington, John Adams and Thomas Jefferson (who were president before Brooks Brothers’ 1818 founding), and Jimmy Carter and Ronald Reagan.
I didn’t take my rating all the way up to the 14th floor only because they should have sent their e-blast a few days before President’s Day (a work day for me and many others).
Also, as smart as this promotion was, I would like to have seen Brooks Brothers run more aggressively with it. For example, I would have expected someone like the Wall Street Journal, Today or Good Morning America to have run a feature story on the “39 of 44 presidents” claim, but that wasn’t the case as far as I know.
Still, a tip of the top hat to a unique and clever idea.