Nothin’ Better Than a Good Stripper with a Gimmick. By John Hendrie

In the musical rendering of her life, “Gypsy”, she laid out the strategy: “You gotta get a gimmick, If you wanna get applause”.  Her sister strippers echoed and then shared their secrets, “ALL - Do something special, Anything special. And you'll get better because. Come on and just do mimic, When you gotta gimmick. Take a look how different we are! Electra - If you wanna make it, Twinkle while you shake it.  Tura - If you wanna grind it, Wait till you refined it. Mazeppa - If you wanna stump it, Bump it with a trumpet! ALL - Get yourself a gimmick and you too, Can be a star!”

Of course, that is our goal, too.  We want a memorable Brand and the Experience to match.  Most of us are beyond sparklers, strategically placed lights, feathers, and boa constrictors.  Being even handed, let us not forget the Chippendales!  Our focus needs to be on what makes us different, what gives us distinction in the marketplace, how we meet expectations and drive dreams.  It takes far more than barkers at our doors, hawking college coeds – topless, bottom-less, mindless.

It is our delivery on that promise, really nothing more, but, oh, so intricate and challenging. 

Daily, we read about the gimmicks and come-ons in the marketplace.  In our down economy, much emphasis was placed on the deal , like two-for-ones, stay 3 nights, get the fourth free, dinner for two under $20, ski and cruise liner specials, fill up your gas tank – really any effort to get heads in beds and folks at the table or active in our venues. Maybe good marketing gimmicks at the time, but now we have to rebuild our Brand and price points which have been discounted and devalued.  Tough road back!

Personally, I think the best gimmick is not one at all – simply, Brand Integrity.  In the razzle-dazzle of the marketplace, that actually might stick out.  Goodness, talking about and promoting honesty, authenticity, courtesy, service, high standards may just have a cachet and lasting message.  And, then we must deliver.

There are no secrets, merely dedication and commitment to that Brand Integrity.  Bring that Customer into your family, listen to them, gain their feedback and loyalty through research capabilities, thank them.  Continually communicate with your staff, open those doors of two-way dialogue, “enculturation” is ongoing, as is training and development. Continually validate that standards and protocols are practiced and understood through Quality Assurance.  Invest in your facility and plan your property maintenance schedule.  Refresh your amenities; ensure that your product reflects your Brand.  Your Brand represents the hub of all this activity; everything becomes relative and pertinent – all connected.  I wonder how Ms. Lee would wear that?  Some wheel apparatus?

If you have read this far, you have figured out my gimmick – sex sells as an intro.


Logos, product and company names mentioned are the property of their respective owners.

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