roydan
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I originally wrote this a couple of months ago in the hopes of having an email newsletter at some point, then saw the story floats aroung LinkedIn a day or two ago so figured I'll never send a newsletter so I might as well share it here 
Quick story from LA that’s basically a marketing case study.
The Magic Castle Hotel installed a Popsicle Hotline.
Not an app. Not a QR code.
A red phone bolted to a yellow wall by the pool.
Here’s the crazy part: the hotel is basically an old converted apartment building from the 50s, and the pool is small and forgettable. No luxury anything. Yet it consistently outranks places like the Ritz-Carlton on TripAdvisor.
Why?
The manager, Darren Ross, realized he couldn’t compete with thousands of LA hotels by renovating facilities. So he asked a better question:
"How do I create a million-dollar experience on a one-dollar budget?"
His answer was theater.
A kid picks up the phone. Someone answers immediately:
"Popsicle Hotline, what flavor would you like?"
About a minute later, a waiter walks out in a formal suit, wearing bright white gloves, and serves popsicles on a silver tray.
Price to the guest: $0.
People remember that moment more than the size of the pool, the age of the building, or any "feature" list. And the earned exposure over the years is completely disproportionate to the cost.
Two marketing mechanics are doing all the work:
Most companies try to "renovate the pool". Brand new logo, nicer offices, new track wrap, new website.
But a better play would be to build one repeatable moment that customers retell.
Here are a couple of Popsicle Hotline ideas you can steal:
Find your red phone.
Good luck ;-)
Quick story from LA that’s basically a marketing case study.
The Magic Castle Hotel installed a Popsicle Hotline.
Not an app. Not a QR code.
A red phone bolted to a yellow wall by the pool.
Here’s the crazy part: the hotel is basically an old converted apartment building from the 50s, and the pool is small and forgettable. No luxury anything. Yet it consistently outranks places like the Ritz-Carlton on TripAdvisor.
Why?
The manager, Darren Ross, realized he couldn’t compete with thousands of LA hotels by renovating facilities. So he asked a better question:
"How do I create a million-dollar experience on a one-dollar budget?"
His answer was theater.
A kid picks up the phone. Someone answers immediately:
"Popsicle Hotline, what flavor would you like?"
About a minute later, a waiter walks out in a formal suit, wearing bright white gloves, and serves popsicles on a silver tray.
Price to the guest: $0.
People remember that moment more than the size of the pool, the age of the building, or any "feature" list. And the earned exposure over the years is completely disproportionate to the cost.
Two marketing mechanics are doing all the work:
- Peak-End Rule
People don’t remember the whole experience. They remember peaks. That one peak rewrites the whole stay. - Ritualization
A freezer of free popsicles is just free stuff. White gloves and a silver tray turns cheap into "premium". Same product, totally different meaning.
Most companies try to "renovate the pool". Brand new logo, nicer offices, new track wrap, new website.
But a better play would be to build one repeatable moment that customers retell.
Here are a couple of Popsicle Hotline ideas you can steal:
- The Status Hotline
One text line where customers can reply "ETA" or "UPDATE" and instantly get the latest status. No chasing. Less anxiety. Fewer no-shows.
- The Before/After Proof ritual
Every job ends with 2 photos or a 30-second recap video sent by text. "Trust me" becomes "see it".
- The Human Ending script
Before the tech leaves: "Before I go, is there anything you want me to check or explain?” Costs nothing, changes the feeling, and reduces callbacks.
- The "Replacement First" button
If anything arrives damaged or wrong, the customer taps one button in the email or SMS: "Replace".
No forms. No interrogation. No waiting for a return.
- The "Golden Ticket" surprise upgrade
One out of every X orders gets a fun, visible upgrade: free next day shipping, free accessory, store credit, handwritten note with a silly stamp.
Make it consistent enough that people know it exists.
- The "We Tested Yours" sticker
Before packing, do one quick, relevant test and show it.
Examples: power on, count pieces, tune, seal check, photo of the serial.
Put a sticker: "Tested by Maya, 2:14pm".
- The "Post Purchase concierge" email that is not marketing
Subject: "Two quick tips so you love it"
Inside: 2 bullets, one 15 second video, one reply line: "Reply with a photo if you want me to check you did it right".
- The "Origin story" insert with a real artifact
Not a brand manifesto. A tangible thing: the supplier’s stamp, a mini certificate, a batch number with a simple story.
Find your red phone.
Good luck ;-)
