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.Going beyond industry norms and communicating the improvements to your customers should be agoal in any good marketing plan.The upholsterer across the street from our office, who currentlydisplays two beautifully restored art deco chairs in his window instead of the more typical pile offabric (which tells us nothing about the quality of his workmanship or his specialties), is a goodillustration.And then there is a travel agent we know who decided that the usual run of travelposters was simply a bore and instead displays (and changes monthly) period costumes of thecountry he is featuring.In this regard, one of our favorite store windows is Campus Shoe Repair in Westwood, California, near UCLA.It displays a mechanized cobbler resoling a shoe, along withminiature replicas of a football, baseball glove, boots and other items the proprietor can fix.In the course of our work, we have been asked to go into a lot of business settings and suggestchanges.Indeed, we have done this so often that it has become almost second nature to walk intoa business and mentally redesign it.Perhaps you, too, have been tempted to do this.If not, why notbegin? Think about how you would improve the appearance of the next ten businesses you visit,keeping in mind that your redesign plan should work with, not against, industry norms.Once youget adept at this, apply the lessons you have learned to your own business.British Airways wanted to keep customers happy, so asked regular customers on the transatlanticrun what they most wanted.The answer was an overwhelming leave us alone and let us sleep! Passengers wanted their own comfy universe, and they got it.British Airways first-class passengerscurrently dine on a five-course meal with fine linen and candlelight in the waiting lounge before theyboard the aircraft, and then it s to sleep right after take-off.The seat reclines almost to horizontal as close to a bed as you can get.The airline lends you atwo-piece running suit that is like a nice pair of pajamas and provides you with a comforter and facemask.If you don t want to sleep, you have your choice of movies at your own seat and an in-flightbanquet.Fantasy: A Growing Part of Retail MarketingFor many centuries there has been a trend to mix fantasy and product sales.Today, the trend hasgrown to such an extent that all businesses need to think about fantasy especially whenconsidering a business s appearance.Medieval trade fairs in Europe and West Africa had clowns, dancers, musicians, puppets andstorytellers to create a festive atmosphere.The fantasy that these entertainers were trying to createwas paradise. Today, businesses create fantasies that stimulate demand for their products.We have fantasies in the form of physical locations; Disneyland is a good example.Disneyland hasa fantasy turn-of-the-century Main Street, jungles and underwater worlds.Many retail stores go directly for a Disneyland-like reproduction.Banana Republic clothing stores,for example, have jungle or desert decor.Store windows are usually fantasy-land creations on aminiature scale.Many retail business interiors are sketches of a fantasy, with images and artifactson the walls and in the aisles.Restaurants often invoke a fantasy atmosphere, whether is it is Olde England with leather benches,wooden beams and imitation pewter mugs or a Polynesian island with bamboo, fish nets andtropical paintings.Many direct-mail catalogues are 100% fantasy creations.They show people in landscapes andexotic settings with distinctive clothing and accoutrements for sale.The growth of direct-mail catalogues in the past two decades has played a role in accelerating theactive use of fantasy in business.There are many cases of catalogues that paved the way for retailstores in keeping with the catalogue s fantasy theme, from Smith & Hawken and Crabtree & Evelynto Victoria s Secret and The Sharper Image.In traditional businesses, it is hard to know how much fantasy to invest in.A law office that has amodest investment in shelves filled with law books (rarely used anymore, in the electronic age) andhigh-back leather chairs is better off than a similar office that resembles a sterile dental office.Butputting a large investment into maple burl paneling, a fireplace with a real fire and a courtroomrailing might not be justified.A new business based entirely on fantasy, such as a multimedia production company, needs to puta significant investment into the fantasy appearance of the workspace.Fantasy is the industry normin this emerging field.No existing business is exempt from thinking about the fantasy aspect of business.Whole newbusinesses are being created out of the consumer s immense appetite for new fantasies.We can expect to see marketing in the future where the customer who fantasizes being anacademic can order an entire cozy, academic reading room with a complete wall of books, bookshelves, framed prints for the wall, a leather chair, reading lamps, Persian carpets, suitableclothes, pens, eyeglasses and videotapes with information and suggested conversations for thewould-be academic.Our favorite recent example of a business that fully comprehends the notion of fantasy is in Tokyo(always the leading edge in marketing) near Roppongi Corner.This retail store was named after animaginary island with an imaginary culture.In the store is everything one could buy on a trip to thisisland: clothes, sandals, jewelry, fabrics, art pieces for the wall, furniture and incense.The design ofeverything was perfect to the last detail and was a synthesis of elements from Southeast Asia.Allthe pieces for sale are custom-made for the store.Whatever your business, it is worth thinking about the fantasies concerning your product or servicethat would support additional sales.Think boldly, because we are in an era of bold immersivefantasies.Doctors, lawyers, chimney sweeps and taxi drivers are not immune to this emergingmarketing trend.We have already seen doctor s offices that feel like a science lab, sell books,videos and magazine subscriptions about their specialties, including toy medical equipment andhospital uniforms all done with style and professional dignity.We already know of taxi drivers whodrive outrageous classic cars, sell models of their vehicle and offer photos of the passenger sittingin the driver s seat, properly attired.One client, Terry Miller, a women s clothing designer and manufacturer whose business is based inSan Francisco (the Terry McHugh store), had been selling to major department stores for manyyears
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