Seamless

10: Road back

The good old days are not just around the corner. Hoping they are is not a strategy.

A call to adventure for our clients

Thinque had had to walk away from the management transition of the Old Town shop in autumn 2015 but, even so, hope for Georg Sörman still glimmered. Maybe the final FBN module had helped us re-focus and gel again. And perhaps the family coeur d'esprit has been re-ignited by my brother's wedding. Whatever it was, we had an important (semi-annual) autumn VIP event coming up in October 2015, our last one before the centenary celebrations. We wanted (and needed) to make it count. Together with Georg Sörman, Thinque Digital had constructed a staggered omnichannel campaign, beginning with the segmented snail-mail arrival of Välsytt Herrnytt (our broadsheet) into our clients' mailboxes, which garnered immediate interest and sales. The timing was great as people were coming back to work after long summer breaks and the quicksilver had dropped. Sales of autumnal brands like Alan Paine, Inis Meain, Barbour and Andersen-Andersen took off. Next, we alerted the client base to the upcoming VIP night. Previous themes for these nights had included the ‘family tree', ‘jazz duos', and ‘Italian ice-cream' and we built on these themes to evolve into the more seasonally adjusted focus on artisanal beers (from countries that our brands hailed from, including Denmark, Germany, England, Ireland, Italy … you get the idea) and premium handmade hot dogs — a much appreciated ...