As a brander, this is a risky title. The "best" can be very hard to live up to. But in my mind it was easy calculation - a safe assumption. I had gone for a long run on Lake Michigan. I was enjoying a delicious organic brunch and the spiciest of morning beverages. And I was about to have a hysterical afternoon and evening with great friends in the bleachers of Wrigley, in the courtyard of Bernie's and over fried chicken at Stanley's. The day, the company, and the foggy memories lived up to their hype. It was an awesome day and I had a league of brand ambassadors ready to tee up again next year for another round of the Best Day Ever.
This year the same group came together over Memorial Day Weekend - for the Cubs, for a birthday party, and for all-out fun in Chicago. The weekend was of course preluded with the reminder that it had a legacy to live up to. Buzz in the form of excited texts, e-mails and voice-mails drove the hype and started making me nervous - skeptical that we could recreate and exceed our best. And this year it wasn't just being marketed as a day - it was a whole weekend. And not just any weekend, Memorial Day Weekend - a weekend that carries with it a history of bests.
As a marketer, it's tough to compete with the previous product iteration and the promises it has made. Especially, when that product or experience has already been deemed "the best." Your consumers have already set their expectations very high, and they're wary as to whether or not the latest and greatest can compete.
Although my brand ambassadors were convinced of the weekend's ensuing success, I felt a little nervous. Memorial Day weekend has been the best many times before - Pittsburgh Golf Club pool season beginnings; trips to Las Vegas with the laxers; adventurous climbs outside of San Diego into unknown and unchartered housing developments with the same group of laxers (a climb that I will forever be in the doghouse for); and dance parties in L.A. with Gretchen and Tricia.
But I'm confident to say that we did it - we created a Best Weekend Ever. The Stein-Cripps-Uncle Pete triple play delivered an outstanding Memorial Day weekend filled with good food, good friends, and fun, fun, fun. And I realized that perhaps there is a success equation for those trying to create their own.
Start with a promotional video - a teaser per se of what your audience might expect. This helps to build the excitement. And yes, the juggling of hot dogs just about happened that way.
Personalize funny videos and birthday eCards at JibJab!
(In case the video doesn't load)
Whether its Kinnik's or Stein's - make sure there is a birthday during the weekend. Nothing, nothing says Best Weekend Ever better than a birthday cake or a best friend dancing at Margaritaville with balloons that have been dipped in whipped cream. (Mere will forever be in the doghouse for that one.)
Shopping is a must.
New blazer, new jeans (eek, that's A LOT now), rehearsal dinner dress - check.
Play caps. That is, take the cap off of your beer and put it on the shoulder of the unassuming rando next to you. Wait till he notices, gets annoyed, and confronts you. Tell him it's all good and as he walks away, and put another cap on his shoulder.
Honor those that have served. Yes, this person actually was at the bar.
Find the nearest laxer and make sure she meets up with you. Spotted this year - Mia and Mere in San Fran. Bridget and Lo at Big Star.
Baseball games are the way to go. But remember, Peanuts are cheaper on the outside.
Laugh. A lot. (If you need a catalyst, try Bridesmaids.)
Then start building the buzz for the next Best Weekend Ever ... (that would be Labor Day Weekend.)
Lo.













