An Olympic Fish Story: an Example of Great Marketing

Tanya just published this and I have to share this with you. An Olympic Fish Story by Tanya Candia, CEO of Candia Communications We often hear people talk about their "great" marketing ideas. All too often, however, they ignore the basics of great marketing: building the brand, growing the customer base, and bringing value. Today we are going to let the fourth-generation owner of the world's oldest producer of smoked salmon explain his view of the essence of marketing. Although not a technology-focused story, it has much to teach us about the power of holistic marketing. The story of Lance Forman, owner of H. Forman and Son, caught my attention when I was reading an airplane magazine on a flight from the UK to Italy. The article about how he was able to transform his business was so intriguing, I called him a few days later, introduced myself and asked him to tell us the inside story of his success. In the course of the conversation he explained how great marketing was the answer to a potentially tragic situation. The Forman family smokehouse has been a fixture in the East End of London for four generations. After having withstood fires and flooding, the newly-rebuilt facility was the pride of the family. Then came the Olympics, and as luck would have it, the smokehouse was right in the middle of the proposed site. With the prospect of losing the building — and the business —Lance Forman took matters into his own hands. He set about a years-long process of negotiating with the government to obtain sufficient compensation to build a new facility. As it turns out, the new location, Forman's Fish Island, is a mere three minutes' walk to the new Olympic Stadium! Lance took the opportunity to think seriously about how he could not only preserve and enhance the brand, but bring it to a much larger group of potential clients. His plans included building a larger facility, adding new services, partnering with important organizations, and being highly innovative in the ways he took on the challenge of a new facility. In doing so, he addressed the three key components of marketing: building the brand, increasing the customer base, and bringing added value, in every decision he made. Building the brand: Forman's has a brand that has stood the test of time, having always been associated with the highest levels of quality and taste. In order to maintain and enhance the brand, Lance decided to design the new facility in a modern style that would include not just the smokehouse (set up in such a way that guided tours would be possible), but a restaurant and event venue as well. By showing clients how the product is made, and emphasizing the extreme attention to quality, local sources and high standards, he elevated the brand in the minds of the patrons. The tastefully designed and decorated restaurant did homage to the brand, creating a unified experience. Increasing the customer base: With a prime location just minutes from the Olympic Stadium, Lance knew he had a huge potential market. How could Forman's capitalize on the location to draw a large, diverse set of clients? Lance implemented several innovative ideas. First, with close proximity to the venue, Forman's became the go-to location in the run-up to the Games, with a rooftop web cam to enable patrons to watch construction of the stadium.  During the summer, it will be the premier site for pre- and post-games dining and relaxation. Second, the new facility includes banquet space, and Forman's has been actively engaged in hosting events for high profile VIPs, including the mayors of London, Rio de Janeiro and Beijing, as well as many sports celebrities. Third, when Lance learned that there was a need for a large hospitality facility close to the venue, he requested permission to erect a tent over his 1.5 acre car park, to house 8,000 people at a time during the games. Now up to 30 corporations can create their own hospitality suites to use as a base for the entire period of the Games. By finding a need and thinking creatively about how to solve it, he found another way to greatly increase the number of people who would become familiar with the Forman brand. Creating value: The experience at Forman's Fish Island is just that: an experience. Naturally, the food is top-notch. In addition, patrons can watch the events on a number of plasma screens while relaxing and dining. This helps guests feel that they don't need to rush through the meal. He also provides guided tours of the smokehouse, to strengthen relationships and create an enduring appreciation for the product and the care that goes into its preparation. A recent wedding at Forman's Fish Island, shown at left, included a guided tour of the smokehouse. Additional plans for added value include an art gallery and a photography exhibition commemorating the 70th birthday of Mohammed Ali, especially focused on his match against George Foreman. After the Games are over, Forman's plans to stay involved helping to build the area into a center for the arts, as well as a technology hub. To that end, the firm has partnered with a charity that aims to create arts projects at the venues after the Games are concluded. By hosting an after-hours party with the charity, Forman's not only expands its reach, but demonstrates the firm's values and commitment to the community, further enhancing the brand. Make no mistake about it:this has not been easy for Lance and his team. In his words, "My business was destroyed for five years. It is only now that we are beginning to get back to the pre-Olympics level." Nevertheless, his innovation, commitment to the brand and constant efforts to bring increased value to an growing customer base will undoubtedly pay off in the future. With a focus on marketing essentials — building the brand, increasing the customer base, and continuing to create value —he can teach us all some lessons we may have forgotten. If you are planning to go to the Olympic Games this summer, be sure to stop by Forman's Fish Island and see for yourself what holistig marketing can do for your own business.