“We got a SALMON!” the man at the front calls. “OOOH OOOOOHH SALMOOON SALMOOON,” shouts his team in a drumbeat of response. Seconds later, a fish flies through the air and lands with a thump in the arms of a tall, bearded fisherman. The other merchants cheer. The crowd cheers. People snap pictures. Another group rushes toward the commotion, laughing. It’s a normal day at Pike Place Market in Seattle.

Both a tourist destination and a local farmer’s market, Pike Place has been operating since 1907 and is a must-see spectacle if you’re ever visiting the Emerald City. Noisy, bustling and full of produce so fresh and delicious that you question if you’d ever really had an apple before,  (Seriously. One bite and you’re asking yourself, “What the hell have I been eating?”) the market is more than just a foodie oasis—it’s a master class on marketing.

So what can the flying fish teach us about how to get attention? A whole lot, actually.

Seattle is known for a few things: The Space Needle, natural beauty, the Seahawks and Pike Place Market. The latter is most famous for its merry band of cheeky fishmongers slinging Halibut through the air from booth to booth. They do it a bajillion times a day and people come out from all over to make a pilgrimage to see this very phenomenon. They’re KNOWN for it. You should be known for something, too. Find out what it is and yell about it to the rooftops—more on that in a minute. 

At nearly any place in or immediately outside of Pike Place you can hear the sound of people ordering fish. You can hear the fishermen chant and you can hear the crowd holler when someone either catches or, as it happens sometimes, someone DOESN’T catch it. You know something worth looking at is happening and it draws you in. Your brand should do that too. Drum up some attention, make some noise and make people notice. 

You can’t walk four steps in the market without someone offering you a piece of apple. Or pear. Or a date. Or a piece of organic, fair trade, coconut-infused chocolate. They get their product in people’s hands and they’re hooked. When you’re thinking about your marketing think about this: How can you give your potential customers a little glimpse into what you offer? Once you figure that out, do it!

Building suspense is cool, but so is showing your audience what they’re here for. People gather in crowds all day long to see the fish fly—so they let ‘em fly. Again and again. Show people why your brand is special, make them happy and keep them coming back for more. 

As shops start to close up and people start to meander off, the buzz of the market remains. Everyone walking out those doors—from the visitors to the merchants—is smiling. While the day is done, another one is right around the corner and another opportunity to make a scene is just a few hours away. 

Throw The Damn Fish Already: Marketing Lessons From Pike Place Market 

Regular

ONE POINT FIVE MILLION people and EVERY CONTINENT (except Antartica). This project isn't small. It has made its way around the globe, and now, its about to make its way around the globe AGAIN.

We believe this project is one of the most important we have ever worked on. The Butterfly Project, launched by Holocaust Museum Houston, is a movement that connects humanity and hope through art. Since 1995, 1.5 million children from all over the world have created handmade butterflies to symbolize the lives of young people lost in the Holocaust.

But this isn't just another local campaign. Our mission is global.

We need your help in spreading the message of hope and humanity because, let's face it, we live in a time of upheaval. Of careless words and destructive actions. A time when the noise of negativity is deafening, causing people to turn away from each other and disengage from the collective dialogue needed to solve the world's problems.

The Butterfly Project is about remembering—while looking ahead. It's about self expression. It’s about the world we live in TODAY. It's about hope and humanity. It's about all of us—as individuals. It's about all of us—together.

So, how can you help? Join the conversation online TODAY. Spread the message that Hope > Hate with the hashtag #HOPEtag. Want to do more? Follow @ButterflyPJCT and amplify what is being said on that channel.

#HOPEtag: It's Time To Release The Butterflies