Are you having you hair done today?
It's Saturday. You might be going to the Marketing Institute Black Tie annual Ball in Silver Springs hotel Cork. Or you might be going out to your favourite restaurant restaurant - like Fishy Fishy in Kinsale or Cafe Paradiso Cork (Washington Street) ?
Should there be a You Tube video to publicise this outstanding barber shop?
Hands up all who say "YES".
Because you're wrong - according to the owner. Flush with enthusiasm from the experience of being shown all round this exotic place, I shot a video on my iPhone.
"That'll go up on You Tube" said I to Yussef - thinking he'd be, at least, pleased.
His English isn't as good as mine - and my Moroccan isn't was good as his - so I'll summarise.
How he challenged my thinking...
"I want people to have the full experience when they come here. I want to show them round myself. The real McCoy - not the virtual experience. If people see what you've seen on You Tube, they won't experience what you've experienced."
This is no "technphobe". No social media "thicko". This is a guy who owns one barber shop that's unlike any other in Cork. More exactly, it's unique in the world. To have the Casablanca haircut experience, you have to travel there - on foot (no parking on Oliver Plunkett).
It's like Mecca. Your hadj or hajj is personal - not virtual.
You Tube is not the answer
- for everything. It has its limitations - no matter what the crowd of marketers say. The really saavy marketers do not start with You Tube. They begin with the brand.
And when the brand is experiential - do not spoil it by using You Tube.
The decision "To You Tube or not You Tube" is particular. A general answer is superficial thinking. Yussef taught me that - with knobs on.
He also told me about North African pirates in West Cork in 1635.
- The Marketing Institute Ball is sponsored by the Mater Private hospital in Cork
- There will be a charity raffle in aid of the Cork Samaritans (they help keep people alive)
- MC for the night is Alan Shortt