Beer Drinker Of The Year!
Every once in a while, you look at a series of e-mail campaigns and you just have to smile. I feel that way about the Wynkoop Brewing Company's e-mail creative. Founded in 1988, the company is Colorado's oldest brew pub. I've never been there. I've never met anyone who's been there. But I can tell you that Wynkoop is a really fun place to go, and if I ever swing through Colorado, I'm stopping.
I know this totally as a result of their e-mails, which are some of the most fun ones I've reviewed. The great thing about them is their "hand-made" quality. You've gotta love them (see below). And how about that "Beer is Love" tagline?
What all these e-mails have in common is that they have nothing in common. Each one looks and feels different. It's as if a different marketing person was hired for each one.
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Traditional marketing would say, you need to develop a consistent look and feel in order to build the brand. But Wynkoop has turned this idea on its head by refusing to send out any two e-mails that have any seeming relationship to each other, other than the Wynkoop logo. And maybe that is what is great about them. The very playfulness and individuality of each message sends the message to me that this is a very playful and individual pub.
And you KNOW I'm putting my name in for Beer Drinker of the Year!
BILL MCCLOSKEY
Bill McCloskey is the CEO of Email Data Source Inc., developers of Email Analyst. Email Bill at bill@emaildatasource.com
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