Brainstorming the Castle | Long Island Marketing, Copywriting, and Branding
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Small business marketing tips

Another bright idea... from Kim Healy. Kim is a marketing consultant who helps small businesses with the big picture. Kim has a background in family business and has also worked extensively in the B-to-B marketing space on both the local and national levels.

6 Examples of Solid Marketing in the Piña Colada Song

“I was tired of my lady, we´d been together too long

Like a worn-out recording, of a favorite song…”

Rupert Holmes “Escape” [The Piña Colada song]

Does your business have you humming The Piña Colada song? Do you feel like you’ve “fallen into the same old dull routine?” Before you go to the paper and take out that personal ad (okay, I might be dating myself here — any Desperately Seeking Susan fans out there?) or pivoting your focus to the point where your audience doesn’t recognize you, let’s talk about how you learn from this 1979 classic.

The personal ads in the song are actually great marketing examples, so let’s break ‘em down, yeah?

The Original Ad:

  1. Placement: The newspaper, in the personals column — putting the ad where her ideal client can see it is a great start.

  2. Clearly laying out what will make them compatible: Likes — piña coladas, getting caught in the rain, common sense, physical chemistry. Dislikes — yoga.

  3. A Call to Action: “Write to me, and escape.” (It doesn’t get much more straightforward than that.

The Response:

  1. Community Building: Responding to the ad in the same place it was asked means that the person listing it will see it. He doesn’t switch platforms and he uses the same kind of language that the person listing it originally used.

  2. Confirmation of shared interests: “Yes, I like piña coladas and getting caught in the rain.” While he doesn’t specifically mention yoga, he does say that he’s “not into health food,” which is still on topic. He also throws it out there that he likes champagne, which may be to show a more culture or romantic side.

  3. Set a timeframe: All good goals have a set timeframe. He’s clearly very interested in making this happen, so sets a time (“by tomorrow noon”) and a place (“at a bar called O’Malley’s”).

Spoiler alert! Instead of finding a new audience, our characters realize that their “Person” is still the same and they actually have more in common than either one of them remembered. They decide to reignite their old spark and escape together.

Still not sure how to fall back in love with your Person, your business, or your offerings? Let’s set up a time to brainstorm!