Chapter 7 #3
All eyes are on me now. I bite my lip as I gaze around the room apologetically.
Oh, nothing. I’m not the marketing expert here, I reply.
She gives me a satisfied nod. Exactly. As I was saying . . .
Val puts up a hand to silence Robin before turning to me. What were you going to say, Hannah? The expression on his face is almost hopeful.
I swallow. It makes me deeply uncomfortable to be at the centre of attention like this. I slide my chair back and stand so I can be at Robin’s eye level.
Well, I begin, gesturing at the mood board.
For starters: what is any of this even about?
Women want sex? Do you really think that’s all Valentine’s Day means for most couples these days?
I’m still always delighted to receive roses, teddy bears, and delicious calorie-laden treats.
I’m sure some people are happy to be plowed by half an avocado in a storage room on New Year’s Eve, but I believe most folks are still looking for that warm feeling they get inside from the person they love.
My storage-room anecdote generates some confusion and muffled whispers among the board members. Robin’s eyes narrow as she purses her lips in disapproval.
Sure, sex is one factor on Valentine’s Day, but it’s definitely not the main theme, I continue undeterred.
Do you really think people would have been drawn to those stories in the same way if going to town on Anastasia’s backside was Christian Grey’s only purpose in Fifty Shades?
Of course not! Everyone wants love and affection.
The entire world already revolves around sex.
Why on earth would you want to take the last remaining day that’s all about love and transform it into an erotic extravaganza?
Robin seems to be getting more irritated by the second. And what do you think that would look like? she asks me in a cynical tone. How do you propose translating that into a product or an attraction?
I give her a calculating stare as I bite my lip. My brain is working overtime and just as Robin and the smug look on her face are about to turn around, I shout, Verona!
She drops the satisfied expression. Verona? she sneers. Verona what?
Verona is home to la Casa di Giulietta—including the famous balcony we all know from every single production of Romeo and Juliet.
Well, there’s also a wall nearby that’s covered in poems, stories, and declarations of love.
It’s actually quite the tourist attraction.
What if we built a wall just like that in our Valentine’s department?
It could help bring people together. We could create a campaign around it, taking the most heartbreaking stories and giving them their happily ever after.
To me, that is what Valentine’s Day is all about.
The look on Robin’s face has gone completely sour. But Val is nodding gently and his mood seems to have lifted.
People come to buy products, Robin snaps.
That means we have to market the actual merchandise, not just build some cheesy attraction in the hopes of drawing in customers.
Anger builds in her voice. My team and I really did think this through.
It might be a little out there, but I believe it will work.
She shoots me a venomous glare. It takes more than two seconds to come up with a worthwhile marketing plan, especially when you lack the necessary experience.
I take a sip of my coffee and return her glare with defiance.
What do you think makes this such a terrible idea?
It’s easy to execute, it doesn’t require a big budget, and I truly think it will draw an audience.
Once we get them inside the store, they’ll be much more likely to buy our products.
The longer I talk, the more I’m convinced this is a great idea.
We’ll invite a few influencers to write a letter, hang it up on the wall, and post a picture to Instagram.
That should get the ball rolling. At the very least, people will want to know what their favourite influencer wrote in their letter, and—
It’s too corny, Robin says, cutting me off.
Our generation really isn’t swooning over Shakespeare, and they don’t give a damn that Romeo and Juliet would rather die than live without each other.
Our generation wants Christian Grey. She smacks a hand down on the table to emphasize the name of her whip-wielding hero.
Well, allow me to speak for myself when I say that—
Ladies, ladies . . . Ronald jumps in to break up the argument, while Robin seems like she’s about to peck out my eyeballs.
We won’t get anywhere this way. I quite like your concept, Hannah.
It’s definitely original, but it seems a bit insubstantial.
We brought Robin on board to create a marketing strategy and she clearly put a lot of thought into it.
And of course the party will lure people in. That should do the trick.
When Val looks at me, he seems hesitant.
I’m not sure, Ronald, he says, tapping his pen on the table.
The more I think about it, the more I’m convinced that Hannah’s plan is quite solid.
Sure, it’s perhaps a little mushy, but isn’t that what Valentine’s Day is all about?
And of course we’re trying to gain name recognition as a department store here in England.
I do believe influencers would be a great help on that front.
But we’ll have to flesh out Hannah’s plan in no time, says Henry, inserting himself into the conversation. Robin’s plan is ready to go, and we can’t forget that we already have the party lined up as a bonus for our customers.
Robin looks smug again as she glances around the group. It’s like she finally tracked down an annoying fly that’s been buzzing around her for hours and zapped it with an electric fly swatter. Val still seems unconvinced.
How about a vote, Robert suggests, looking at his all-male colleagues.
Great idea, Val replies, laying his pen down on the table. All in favour of Robin’s plan?
Six of the nine people raise their hands. Ronald gives me an apologetic look as he points his finger to the sky like a toddler with a full bladder. I’m relieved to see Val’s hands still firmly on the table. It makes me feel a little better.
And who here is in favour of Hannah’s plan? he continues, raising his own hand before the two remaining board members join him.
Robin proudly looks around, self-satisfied as she licks her lips. Thank you for putting your trust in me. She shoots me a triumphant look before turning back to the mood board to further elaborate on her strategy.
Disappointed, I stare at my screen. It was a long shot, but I’m really glad Val had my back.