As a marketer, I'm always very interested and intrigued when I hear about creative ways companies market their services internally or externally. It is for this reason, I wanted to share with you the experience I had with the Four Seasons in New York city when we were hosting an investor and media event this month for one of our client's, NETGEAR.
Since we were meeting with the media who had limited time, it was important that they could easily find the room we were demonstrating NETGEAR's Home and SMB products. Now, it might be a 'no-brainer' for most people to find the meeting room at hotels as they are usually conspicuously sign posted. However, at the Four Seasons, that isn't the case. In keeping with their understated and very chic decor, they don't have easy to read signage, nor are the meeting rooms easy to find. Instead, the Four Seasons have very helpful people, otherwise known as 'lobby lizards', not your usual lobby lizards, who approach you just before you get lost to point you in the right direction or assist you in your quest.
When I heard how the Four Seasons proposed to help us navigate the media to our room , I was intrigued and immediately put this concept to test. Indeed, it did work. Just as I was about to get lost and couldn't find my way, a very friendly and helpful lobby lizard came from their 'hiding place' and helped me out.
Being a marketer with a creative mind that sometimes never stops working, I thought what a great way for the Four Seasons to use their 'lobby lizards' as a promotional tool when selling their event and meeting rooms. I expressed my thoughts to the events manager, who liked the idea, but explained to me that it was strictly an internal term and could not be marketed externally as it wouldn't comply with the Four Seasons demure and classy image. Oh well, at least I tried and to this day I still dream of holding another event there, but with my very own lobby lizard.
As a side note, The Four Seasons was such a class act and they did a wonderful job ensuring our event was a success. I would highly recommend them to any company wanting to do an event in New York even without a personal lobby lizard.