Italy Lesson

Italy Lesson: Venice
By Marc Gunn

Two weeks ago, I went to Italy to visit family and see the country. I was a military brat, so I've been there plenty of times before, but nevertheless, it was a magnificent and learning experience, both artistically and as a guerrilla marketer. So for the next few weeks, I'm gonna take you on a brief tour of Italy, and show you what I learned from my trips. I'll take you from Venice to Florence, Pisa and Rome, plus few places thrown in. The travel industry is an outstanding resource for learning about marketing, so let's get started.

Italy Lesson: Venice

Of all the cities in Italy, Venice is my favorite. There's some sort of deep connection between me and Venice. Perhaps it is the old, rustic look to the city? Perhaps it is the enchanting waterways? The exquisite food? Or the beautiful and friendly people? Or maybe it's just a town that truly has a sense of itself. IT is one of Italy's greatest former city-states, and it currently is one of the most-visited vacation spots in the world. Yes, to many it is just a tourist town that sometimes smells bad in the summer, but the people there know marketing. They know how to get tourists into their shop, or drop a tip.

Let's take, for example, Rondo' Veneziano. This band has gained a small degree of fame in Italy, particulary in Venice. I suspect part of the notoriety is due to their name which alludes to Venice, and also their musical style. They play Classical music to upbeat electronic drums. After years of listening to copies of their tape, I was surprised to find that there was a five-piece band behind the music. Five women playing their violins with such incredible timing and skill you'd think there was a DJ.