Zig When Everyone Else Zags

Anyone who reads this Marketing Blog knows that I’m all about doing the unexpected, and doing that which bucks the current trend. When you are marketing a product or service, it helps to be a trailblazer, and it helps to you get you noticed, and to make yourself memorable. In my humble opinion as a Boston copywriter and marketing expert, making yourself memorable is what smart marketing is all about.

Recently I read about Jane Gershon Weitzman. Does that last name sound familiar? If you’re a shoe lover, you would certainly know the Weitzman name, as designer Stuart Weitzman – Jane’s husband – makes beautiful luxury shoes.

Jane, for about 12 years, was in charge of decorating her husband’s shoe store windows on New York City’s Madison Avenue. Instead of putting her husband’s creations in the windows, she opted for something else – shoes that were made of anything but leather. She chose art-filled creations made from cardboard. Wood. Steel. Wire. Even some that were crocheted.

As she told The Boston Globe: “We didn’t put the merchandise in the windows. I took that chance and I think it paid off. At the time I did what no one else was doing.”

And she was a huge success.

As a result, she commissioned and also found more than 1,000 examples of shoe art, which she just made into a book called Art&Sole (Harper Design).

It’s no surprise that Jane calls her husband her “sole mate.”

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