Marketing is Fun, Differentiation is Hard. Part 3 of 3.

This is the final post in a three-part series this week on marketing differentiation.

Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!

Part 2 featured European hotel brand Mama Shelter, and their USA launch in Los Angeles (Redefining the Boutique Hotel Experience for an American Audience).


In this final installment, we’ll take a look at the Jewish National Fund (JNF). Why did a nonprofit best-known for planting trees in Israel participate at this year’s South by Southwest® (SXSW®) festival?

Kosher Carne - JNF at SXSW 2015

“Meet Me at My Place” or Create Experiences Where Your Customers Are

It’s a common marketing desire:  How can we broaden our reach and attract new customers?

First, be sure it makes sense to extend the existing brand to those new customers. (More on brand usage here and brand discipline here.)

If so, explore context and/or environment options in which you can introduce yourself and build awareness with the potential customers.  Be ready and willing to utilize different marketing tactics to get noticed by a new audience.  And, don’t be afraid to be bold.

Credit: Jewish National Fund (JNF).

Credit: Jewish National Fund (JNF).

JNF figured they could expand their reach at South by Southwest.

On the surface, you’d think SXSW might be a disconnect for JNF:  a festival that offers the “unique convergence of original music, independent films, and emerging technologies.”

However, SXSW fit the bill.  It was an “ideal venue for JNF to showcase the original Startup Nation and share JNF’s vision with a new audience.”

Participation tactics included partnering with OpenShabbat to host a Shabbat dinner; and sponsoring the first-ever kosher Latin food truck, Kosher Carne, with delicious food by celebrity chef Deborah Benaim.

Local JNF representatives used the events to talk with attendees “about JNF’s mission and why JNF wanted to be part of the SXSW conversation.”

The strategy to participate at SXSW and interact with a different audience is succinctly captured by millennial marketing agency leader David Yarus:

“JNF should be there [SXSW] every year, for so many reasons: To connect with, engage, and inspire the next generation of Jewish entrepreneurs and philanthropists; to better understand technology trends, where the world is going, and how to stay relevant; and ultimately, to be one of the only Jewish organizations forward-thinking enough to have an active presence there!”

Harvey Chimoff is a versatile marketing and business team leader who believes good marketing sells. Contact him at harveychimoff dot com.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s