Discovering the Art of eMailJacking

We are going through another one of many winter storms, here in New England. 

I have recently observed how shrewd marketers have jumped on to the weather-hype bandwagon–encouraging advanced preparation (through product hoarding) for severe weather events. 

It is not unusual to receive a pre-storm email from either big-box office supply store, drugstore chain, grocery store, etc.–reminding consumers to pick up that extra loaf bread, carton of milk, disposable diapers, package of AA batteries, and cat food.

While doing some design maintenance work on David Meerman Scott's website, I have been subliminally re-indoctrinated with some of David’s ingenious marketing concepts–including NewsJacking.

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NewsJacking has been defined as the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.

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It was early this morning that I came up with the concept of eMailJacking.

With a slightly worn, storm-preparation email–received from a corner drug store brand (as in–the drug store located on almost every single street corner in America) and some virtual patching materials (digital duck tape, masking tape, and torn paper), I was able to create a fun snow promotion for my local retail client, The Good Sport.

Where other stores promote the bare necessities, Cohasset's Good Sport offers the supplies that make snow fun! – Enjoy!

The Good Sport: Local Retail Hero

For the past few years, EYMER BRAND Laboratories + Think Tank, has had the pleasure of working with Cohasset sporting goods retailer–THE GOOD SPORT.

Now in its 36th year, the brick and mortar retailer, offers a wide variety of sports-related products from brands such as NIKE, Adidas, Saucony, Brine, Maverik and many others. Owner, Austin Lyne, and his staff of local high schoolers, offer the customer service that is obviously missing from many of the BIG BOX sporting goods retailers.

Talk to any parent (in our Boston south shore community) about the first day of soccer practice and how THE GOOD SPORT saved the day with their inventory of cleats and shin guards.

"I didn't realize that Suzie's feet had grown 6 inches over the winter."

"I knew that Buster had a thing for shoes–but never recognized his insatiable appetite for soccer shoes!" 

Unlike the sports mega-store, THE GOOD SPORT actually measures your child's foot–and provides a shoe that will meet peer approval–and not drain Mom or Dad's wallet.

So what do we do?

In addition to managing the store's website, EYMER also maintains the social media network and e-mail marketing efforts.

With new marketing tools appearing almost daily, there is always some form of experimentation happening behind the scenes. For the near future, EYMER and THE GOOD SPORT will be working with FACEBOOK–as we continue push the local brand in the right marketing direction!

How is your local business marketing itself?

We would love to hear how your local business is. How are you bringing customers in the door?

Good Sport: YBMT?

There is nothing worse than dealing with a hungry crowd and an empty bottle of propane. 

I've got propane, a runnin' around my brain!

In addition to being the south shore of Boston's leading, independently-owned, sports equipment retailer, Cohasset's 'The Good Sport' is by far, the best place to gas up the grill.