Ran into a neighbor this morning who asked me about my blog. I had to admit that for a variety of reasons I’d been neglecting it. Perhaps the biggest reason is that I simply haven’t seen any interesting example of Marketing as Service, that is until today!
American Express, one of the true believers in this approach, is at it again, this time providing exclusive experiences during New York’s Fashion Week, including a fashion show by Phillip Lim. This is a text book case on how to do Marketing as Service as reported by MediaPost:
The exclusive cardmember-only consumer show by Lim will be hosted by André Leon Talley, editor at large for Vogue magazine, and Linda Fargo, senior vice president, fashion office and store presentation for Bergdorf Goodman.
The event will provide cardmembers with access to the coveted floor seats. Along with Lim, the evening’s hosts will open the event by offering expert insights from their respective designer, editorial and retail perspectives on a selection of 3.1 phillip lim looks currently available at retail
In addition to this one-time event, AmEx is extending exclusive access to fashion experts:
…including Project Runway’s Tim Gunn — to speak directly with cardmembers. Throughout this week, Platinum Card and Gold Card members will be given an up-close view of the runway shows from the Jonathan Adler-designed American Express Skybox under the Tents at Bryant Park, where they will meet with designers and industry experts who will help translate the looks they are seeing on the runway into their personal style.
By Invitation Only experiences provide an even deeper look into the world of fashion via coordinated meet-and-greets with elite insiders, a behind-the-scenes tour of the Tents at Bryant Park and hair and makeup touch-ups done by industry professionals who work backstage with the designers and models throughout the week.
Wisely, AmEx is also showing its commitment to the fashion industry:
American Express will donate proceeds from the sale of event invitations as part of its $250,000 donation to the Council of Fashion Designers of America/Vogue Fashion Fund, a program (of the council) to help emerging American designers succeed in the business of fashion by providing ongoing support.
Reinforcing their commitment to personalized VIP service, cardmembers can also avail themselves to American Express concierge who will be in the lobby throughout Fashion Week:
The concierge can provide cardmembers with access to highly coveted reservations at a selection of New York’s restaurants across all five boroughs, as well as transportation and additional hospitality needs.
And for customers who simply can’t make it to NYC, AmEx is posting videos of the show online exclusively for cardmembers. This will also significantly extend the life of this service.
Frankly my dear readers, it would be hard to design an example of Marketing as Service any better than this.