There is a famous story in the world of advertising which often goes something like this:
A reporter once asked the president of Coca-Cola why, with such a large market share and a successful line of products, his company continues to spend so much money on advertising? The executive replied, “Well, we figure that only half of our advertising does any good. The problem is — we don’t know which half.”
When we launched this website on January 1, 2010, I knew we would have to find ways of letting people like yourself know about it. We placed ads in the major Arts & Crafts magazines, we printed fliers, we sent out postcards and then, one day, as I was looking at the water ring on top of the Stickley library table I use as my computer desk, it hit me: drink coasters.
Since we all know that being an Arts & Crafts collector will drive even a devout Baptist minister to drink, it seemed only logical that an Arts & Crafts website should distribute drink coasters. They (1.) would help spread the word about the Arts & Crafts movement, (2.) would promote the new website and (3.) would protect a fragile shellac or wax finish from a spilt California merlot.
So far we have printed and distributed close to 20,000 coasters at conferences, shows and events at the Grove Park Inn and Craftsman Farms, as well as in Chicago, Minneapolis, Pasadena and other cities.
Little did I know, however, just how far a cardboard drink coaster can travel until we received this email from a non-collector:
“We just got back from Small Hope Bay Lodge in Andros, Bahamas. In our room was a coaster from your business. I brought it home to Hendersonville, North Carolina, and looked at your website to find out you are just a few miles away. What a small world it is!!!! So…did you all visit Small Hope? And, if so, when? We were in cabin 5A & B. I am going to take some time to look over your website. It looks great so far!”
So, good reader, since I have not been in cabin 5-A or cabin 5-B at Small Hope Bay Lodge in Andros, Bahamas, that must mean that one of you – or your friends – recently was. (That’s my story and I’m sticking to it.)
And I marvel that you not only felt compelled to take your own drink coasters along on vacation, but that you felt equally as compelled to leave one of them behind!
I have now decided that whenever I leave home I am going to stick a couple of our ArtsandCraftsCollector.com drink coasters in my bag to leave behind wherever I stay.
Who knows just how far they might travel?
Perhaps you’ll do the same….
Until next Monday,
Have a great week!
PS – If you know of an Arts & Crafts site where we can send more drink coasters for distribution, please pop us an email! Meanwhile, watch for them at the next Arts & Crafts event — and tell a friend about our website!
Next Week: Copper Hits $92,000 a Pound