Fifty Shades Of Business

While the eyes of the world are beginning to focus on London for the 2012 Olympic Games, my attention is diverted north toward the Lake District of England. This is where you’ll find the Damson Dene Hotel, a 40-bedroom retreat that has made the bold decision to replace the Gideon Bible in each room with the smash hit “Fifty Shades of Grey” by E. L. James.
On his blog Innkeeper Jonathan Denby explained the decision noting the world is a more secular place, no one reads the bible (some even dislike that it’s in their room), and that “Fifty Shades of Grey” is something everyone seems to want to read at the moment.
Cultural phenomena come at us all the time and businesses of all stripes and colors regularly find a way to attach themselves to them. For example, you can go to any number of delicatessens and order a Philadelphia-themed Rocky Balboa hoagie. The question is knowing when this is a right move for your business and in what fashion.
Since my website, Hitched, focuses on married life, it’s been impossible to avoid discussions of “Fifty Shades of Grey.” I personally think the Damson Dene Hotel made a clever move…I know my website’s readers would want to visit that hotel now.
In fact, our sex expert, Dr. Trina Read, was getting so many questions regarding “Fifty Shades of Grey” and the subject matter within it, that we dedicated an entire podcast episode to it a few weeks back. This cultural phenomenon aligns very well with my audience and I’m sure there are many other examples that will align well with your business too. Here’s are five things to consider when thinking of running in step with culture:
What are you trying to get out of it? You should have an understanding for why you want to align yourself with a cultural sensation.
Does this align with your business? While some things might seem too big to pass up, you need to make sure that the association isn’t damaging to your business and brand, or turn off your customers and clientele.
What does this say about your business? By ditching the bible and replacing it with a  book that is being devoured by adult women everywhere, it definitely says something about the clientele the Damson Dene Hotel is going after (or already has).
Are you prepared for a backlash? When something becomes a cultural phenomenon it’s because a large group of people carry deep passions for it. If your business takes the wrong step, you need to be prepared to hear about it and react.
Are you prepared for success? On his blog, Denby mentions how he spent much of the day speaking with the press. Of course most businesses would kill to have the “problem” of a media exposure onslaught. Still, businesses should prepare for the time, money and manpower that may go along with success.
Embracing the public’s interest in “Fifty Shades of Grey” may not be for your business. And while the Damson Dene Hotel looks to fill their rooms by switching out one book for another, finding the right cultural touchstone for your business could drive attention and fill your coffers. To that I say, “Amen!”