a single source, nothing corroborates it

Change the delivery, keep the experience intact

When the usual route to customers closes, keep what people actually valued and move only the mechanism: the venue becomes a delivery service, the car park becomes a cinema, the components ship as a kit with a tutorial so the thing can be recreated at home. Build the format you can produce entirely yourself from where you are rather than waiting for conditions to return.

The method

1. 01

   Keep the core experience intact and change only the delivery mechanism, even when the resulting service looks absurd.

2. 02

   Package the components of your product as a build-it-yourself kit and include a free tutorial so customers can reproduce the experience at home.

3. 03

   Repurpose a physical asset you already own into whatever format the current constraint allows, instead of waiting for conditions to return.

4. 04

   When your usual channel is shut off, build a format you can produce entirely yourself from where you are.

What it returned

• $30

  Portland's Lucky Devil Lounge became a $30 food delivery service staffed by its dancers

• 2020

  With his first world tour halted in March 2020, Schulz built a studio and started producing late-night-style monologues while other comedians stalled.

• Shake Shack sold build-your-own burger kits bundled with a free tutorial so people could recreate its signature burger at home

• Evo Entertainment turned its car park into a drive-in cinema, opening with Spider-Man Homecoming, and every screening since sold out

Sources

• The marketing genius of Andrew SchulzHarry Dry · Marketing Examples · Part 2 · undated
• The most creative Coronavirus company pivotsHarry Dry · Marketing Examples · 4) Lucky Devil Lounge · undated