Eclipsed in My Mailbox

Great American Eclipses are fairly limited – so this August 21 rarity in nature creates a unique opportunity for kids in science classes and, of course, marketers.

Save your eyesight next Monday.

Great American Eclipses are fairly limited – so this August 21 rarity in nature creates a unique opportunity for kids in science classes and, of course, marketers.

The New York real estate market is bubbly and competitive. Unlike near my childhood hometown in Nebraska, there will be no total blockage of the sun in Manhattan, only a partial eclipse.

But that didn’t stop a local real estate agent team from sending me a mailer with dimensional “Eclipse Shades” with a note:

“Hold on to these glasses for the solar eclipse on the afternoon of August 21st. The eclipse will begin in NYC at 1:23 pm …”

“Call us and see how we’ll watch out for you when you are buying or selling. And we are never too busy for your referrals.”

“We’d love to see you sporting the sunglasses! Post a pic to our Facebook page: facebook.com/thedybecteam”

It was a simple letter-size direct mail package in red and orange color. I’ll be sure the check and report back on whether his clever effort stimulates any real estate leads. Nationally, Chiquita is having some fun — yes, the eclipse as it passes resembles the shape of a banana – as the brand will “move the moon in front of the sun” to create a “giant fiery banana.” The brand, too, will reportedly construct a “Big Banana” out-of-home, also in New York.

According to Financial Review, Krispy Kreme is taking its landmark glazed donut and dipping it in chocolate, and Caspar mattresses will set up a sleeping camp in Casper, Wyoming. Printer American Paper Optics is on course to manufacture 50 million eclipse glasses.

Hopkinsville, Kentucky is renaming itself with a dedicated site Eclipseville — kudos to Western Kentucky and any small town in America which is using the rare event to attract even rarer tourist dollars. If I were TMZ, I’d be paying very close attention to who’s booking Lear Jet flights along the totality path next Monday.

So take time next week to stop what you’re doing, step outside, look to the sun (with protective eyewear, sunglasses won’t do) — and watch. Now can I interest you in some real estate?

Author: Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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