Lessons from the Lake
The EO Report authors spent some time at the lake this June. A few communications lessons emerged from Erin’s vacation in Okoboji and Kelly’s trip to the Lake of the Ozarks.
Signs in Okoboji
A few signs caught my eye in our annual June trip to Okoboji, Iowa.
What a deal…?
One young person I know can’t resist Okoboji swag in any form. Me? I can’t resist a good deal. So when I heard t-shirts were marked 70% off … Skrrt skrrt! … off to the store.
Sure enough, the signs screamed 70% OFF! And the racks were full of sweet lake tees, just waiting to be purchased.
But then I looked at the price tag: $85.99
With the discount? Still over $25 for a t-shirt. Not exactly the deal we hoped for. Did I buy some? Yeah, yeah … of course.
Marketing Takeaway:
In business ethics, this is the classic “phantom discount,” a tactic as old as retail itself, where the original price is inflated just to make the discount look dramatic. Even in laid-back Okoboji, one must be on alert for a bait-and-switch.
(Retail quiz: What store was known for phantom discounting and when the pricing structure was changed to be more transparent the shoppers were up in arms and demanded the trick pricing back? Answer.)
Clear as a Bell
From a cruise on East Lake, skillfully navigated by Captain McGowan, I spotted a business sign that stood out, not for its flash, but for its clarity.
Sales. Service. Rental. Supplies. Toys.
That’s it. That’s the sign for Mau Marine.
In just five words, you know what they do. No guessing. No fluff. Just a clear list of offerings, delivered in plain language that works for locals and vacationers alike.
There’s even a hint of intrigue—What kind of supplies? What kind of toys?—plus a website for more. They’ve struck the right balance: clear enough to understand instantly, but open enough to invite a click.
Mau also owns the tastiest restaurant on the lake: The Okoboji Store (You must try the 3LM drink, das pretzel, and the poke bowl!) They carry through the clear simplicity on the restaurant signage too. And … bonus … they weave in the history of the building by selecting words that connect from the late 1800s to today.
Communications Takeaway:
This is ideal message clarity and sign simplicity. In marketing, it’s aligned with the “Three-Second Rule,” the idea that someone should understand who you are and what you offer in three seconds or less.
Mau Marine isn’t trying to be clever. They focused on being clear. And that’s often what sticks.
Leaning In at the Lake of the Ozarks
If there’s one thing I love, it’s a good theme. And what better place to lean into nautical names than the lake? It’s where people just want to be by the water with a drink in hand while leaving work behind for a little while.
Restaurants at the Lake of the Ozarks know what the people want. Here are some waterfront restaurant names:
Captain Ron’s
Paradise
Jolly Rodger’s Grub and Grog
Backwater Jack’s
Bear Bottoms
Landshark Bar & Grill
Captain Ron’s is a family favorite. This was the first time we’ve gone there with a toddler old enough to order off the kid’s menu. His pizza was served on a Captain Ron’s frisbee that we took home to extend our family fun.
Communications Takeaway:
Are themes hokey? Yeah, sometimes. But there’s an environment where it’s okay to lean in and stop taking yourself so seriously. Know when it’s appropriate to take a playful tone and poke some fun.
As parts of the country reach 100+ degrees, your friends at The EO Report hope you have the provisions, elixirs, t-shirts, frisbees, and friends you need to weather the heat.