Marketing Monster

Before becoming an entrepreneur, I used a PC at work. But, at home I used a Mac, starting in the early ’90s with a Mac LC475, complete with a wailin’ 16 MB RAM and 40 MB hard drive. Of consumer brands, I’ve had more Apple products pass through my household than any other.

Now, in the realm of seasonal events, to me, none is more fun than Halloween. I like it more than Christmas and Easter combined. It’s hard to go wrong with an event focused on disguising yourself in a macabre or funny costume and being rewarded with candy. As a kid, walking around outside after dark in the crisp air and rustling leaves, traveling with a motley band of juveniles on the hunt for the house with the best treats, was pure magic. Halloween has no hand wringing over exorbitant presents, visits from strange, distant relatives, or tales of fictitious egg-bearing rabbits. It is the perfect non-holiday.

So when I saw the Tweet, “There’s still enough time to make your own Mac-O-Lantern this year“, I stopped dead in my tracks. My Twitter bud, @badbanana, a.k.a. Tim Siedell (he’s the fun guy who started the Friday Night Twitter Party), created this great project last year using a working Mac Classic and some spray paint. His Mac-O-Lanterns received so much attention, that he’s acted early enough this year to post downloads and complete details for others to make their own in time for Halloween.

Now, I could end the story there, but why? This is a perfect example of creating interest by giving something away, even if it seems like just a fun little project.

You see, Tim Siedell is the Creative Director and Co-Founder of Fusebox, a brand communications studio located in Lincoln, Nebraska, “about as far away from New York and Los Angeles as you can get at the same time,” he says on his blog. His company is all about using creative ideas and a different approach to make an impact for their clients.

How did I know that? Despite the fact that I’ve followed @badbanana on Twitter for about a year, and regard him as one of the most clever people I see in my timeline, I couldn’t recall ever having visited his blog (sorry, Tim). That is, until his Mac-O-Lantern Tweet pointed me to it. Once there, I was so impressed with the fun and creativity of the project, I delved deeper into his blog, discovering the link to Fusebox along the way.

Once on the Fusebox site, I was hooked into reading some of the best web copy I’ve seen in a long time. Great storytelling in a compact package. Not over-indulgent, not boastful and brash, but confident, approachable, pragmatic and client-focused. It is the antithesis to many over-the-top creative agencies’ web sites and a total breath of fresh, crisp, autumn air.

Fusebox is now totally imprinted in my memory and I am a new fan. All because of  a Mac-O-Lantern (that was created a year ago).

The lesson here is to give something surprising away to attract attention. But once you have that attention, make sure you have the goods. Don’t waste your opportunity to make a stellar impression, or the one giving you a chance may feel disappointed or deceived.

So, what will it be: trick or treat?