RIESTER

Marketers often struggle as they try to figure out that one thing they stand for. It would be so much easier if they didn’t have to make that commitment and they could try to cast a wider net with multiple attributes.

Thank goodness for Pie Town, New Mexico. This town of 57 people along Highway 60 in the southwestern corner of New Mexico is a blatant demonstration to marketers everywhere that if you are willing to embrace “that one thing,” people will come.

I know. Because when I looked at a map recently and tried to figure out the straightest line between Phoenix and Santa Fe, I noticed that little speck on the map. I quickly Googled it. And after a brief conference with my wife and two kids, it was set: we were driving 200 miles out of our way for pie.

Good pie. In the middle of nowhere.

All marketers should be so brave. Because when you’re willing to commit to something, consumers will commit to you. Often for life.

I’ll enjoy a delicious reminder of this on our next family vacation.