The year was 1920. Congress had overridden the veto of President Woodrow Wilson to enact new legislation which defined & outlawed the sell of ‘intoxicating liquors’ in the United States. The Prohibition Era had begun, making the services of 10′s of thousands of legitimate business owners illegal.
With inflation running rampant and the Great Depression looming, many of these overnight outlaws were reluctant to hang up their apron and close the doors to the only trade they had ever known. Out of their desperation, the Blind Pig was born.
The Blind Pig was much like a traditional Speakeasy (a nickname for a secret, and illegal, underground bar), but with a twist. Blind Pigs looked not to break the law, but circumvent it. Blind Pigs did not offer patrons the opportunity to purchase alcohol. Instead, they sold patrons the opportunity to view an attraction. Of course, all those who were in attendance for this faux show received complimentary beverages, thereby narrowly skirting illegal behavior.
So what can Blind Pigs teach us about web-based & social marketing?
First, it teaches us about the power of social marketing. Because of the risqué nature of their business, the owners of speakeasies and blind pigs could not advertise through traditional methods. Instead, the relied heavily upon the social medium. Additionally, it is important to note, this was the 1920′s! This was nearly a century before the internet, Google, Facebook, and Twitter. Certainly in 2010, this medium is infinitely more powerful and thus important.
Second, Blind Pigs teach us to think outside of the box. Average doesn’t cut it. Consumers want extraordinary. In the ever-changing business climate in which we operate, if your company is not changing, you are being left behind.
Lastly, we learn there are consumers who want to love our product or service. Not only are they out there. They want to share their love for your product with those around them. And unlike traditional marketing methods, web-based marketing gives us a method to reach those consumers in a cost effective way. Through the use of technology, we no longer target demographics. We now target behaviors – providing us with a much more effective (and cost-effective) reach into the marketplace.
