January 25, 2007

Flagship Stores Define Image

Increasingly, we're seeing companies create flagship stores that define their image and entangle consumers into their clutches. The Apple Stores are current classics. And recently the Nokia Store in New York is the latest in these luscious branding tools. You can sit on a bar stool and use one of their phone/cameras to create a text message that appears on the wall, or you can take your own picture and print it out right there. The ambiance - complete with super design and music - is dripping in branding. And, yes, they'll sell you some product too...if you insist.

It's such a luxury to drop into a store that doesn't ostensibly try to be a store...it's an environment...it lives the brand...and you tear yourself away wishing that you were more of the brand too. I love these places. And the exercise of creating them is a great way to define one's brand. I'm thinking what a "store" for each of our clients might look like....and how it would reflect each brand and help bring it to life. Heck, if you can't do it for real, you can certainly do it in cyberspace.

Touchpoint Strategies

Soon you'll be driving onto New York's George Washington Bridge and see ads for Geico at the toll booths. We're going to see more turnstile ads...more ads on Chinese food take-out cartons...even ads on airline air sickness bags. Why? Because all of us marketers want to intercept people at the touchpoints of their lives...beyond traditional media. Well, not beyond traditional media...but in addition to them.

It always astounds me to discover how much is "for sale." We need to think about our customers' lifestyle and figure how we can intercept them along the way in behalf of our clients.

Chances Are....It's for Sale