Promo - September 2008 - (Page 23) The players “A new store for a new product just kind of made sense,” says Fritz Westenberger, president of ad agency Hazelwood, which operated the shop as Sugartown Creative. Did it work? Swash had a 60% awareness by yearend, and an 85% likeability factor, Westenberger says. P&G polled students to gauge those results. Even better, one in three people bought something in the store. P&G promoted the store with on-campus advertising, posters and fliers. Reps distributed about 25,000 premiums during campus events, including branded laundry bags, T-shirts and hand fans, as well as product samples. P&G is planning a test launch of Swash at retail stores in Lexington, KY, this month, says Kash Shaikh, P&G’s influence marketing manager for fabric care. ALL GROWN UP Another firm used a store to reach a new age group. Ragdoll, the creator of the popular kids’ TV show “Teletubbies,” ran a store in New York’s West Village in 2007 to re-introduce the preschool brand to teens and tweens. The show is in reruns. “It was about generating brand awareness among an older demographic who had not experienced us since they were toddlers,” says Lynn Godfrey, Ragdoll’s former senior director of marketing. The store, which Grand Central Marketing handled, featured a more “grown up” approach: a lounge and a live disc jockey, who offered scratching and spinning lessons. The shop was filled with apparel, accessories and art designed for that age group, and drew more than 10,000 people during its 10-day opening. “It was a delicate mix,” Godfrey says. “We didn’t want to alienate anyone or come across as being babyish.” And cost is a factor. Ragdoll’s overall budget was about $500,000, Godfrey says. In general, rent can cost upwards of $75,000 to $100,000 a month, depending on the market. While Ragdoll may not have converted every teen into a Teletubbies fan, the store achieved one top objective. “It really drew you in,” Godfrey says. l P Fire up your team! OS SalesCo, Inc. AND BUSINESS GIFT PROGRAMS 800-228-2480 • WWW.OSINCENTIVES.COM OMAHA STEAKS® INCENTIVE ©2008 Omaha Creative Group, Inc. 280141-F Promo / WWW.PROMOMAGAZINE.COM / September 2008 23 http://www.osincentives.com http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - September 2008 Promo - September 2008 Contents Editor's Note Consumer Driven Magic Makeover Free Flight Legal Checkup Lasting Impressions Pop A Shop Commentary Squeezed Q&A: Eco-Friendly Champagne Tastes Safety First Resource Center The Agency Center Web Marketing 101 Index of Advertisers Promo - September 2008 Promo - September 2008 - Promo - September 2008 (Page Cover1) Promo - September 2008 - Promo - September 2008 (Page Cover2) Promo - September 2008 - Contents (Page 3) Promo - September 2008 - Contents (Page 4) Promo - September 2008 - Contents (Page 5) Promo - September 2008 - Editor's Note (Page 6) Promo - September 2008 - Editor's Note (Page 7) Promo - September 2008 - Consumer Driven (Page 8) Promo - September 2008 - Consumer Driven (Page 9) Promo - September 2008 - Magic Makeover (Page 10) Promo - September 2008 - Magic Makeover (Page 11) Promo - September 2008 - Free Flight (Page 12) Promo - September 2008 - Free Flight (Page 13) Promo - September 2008 - Legal Checkup (Page 14) Promo - September 2008 - Legal Checkup (Page 15) Promo - September 2008 - Legal Checkup (Page 16) Promo - September 2008 - Lasting Impressions (Page 17) Promo - September 2008 - Lasting Impressions (Page 18) Promo - September 2008 - Lasting Impressions (Page 19) Promo - September 2008 - Lasting Impressions (Page 20) Promo - September 2008 - Lasting Impressions (Page 21) Promo - September 2008 - Pop A Shop (Page 22) Promo - September 2008 - Pop A Shop (Page 23) Promo - September 2008 - Pop A Shop (Page 24) Promo - September 2008 - Commentary (Page 25) Promo - September 2008 - Squeezed (Page 26) Promo - September 2008 - Squeezed (Page 27) Promo - September 2008 - Squeezed (Page 28) Promo - September 2008 - Squeezed (Page 29) Promo - September 2008 - Q&A: Eco-Friendly (Page 30) Promo - September 2008 - Q&A: Eco-Friendly (Page 31) Promo - September 2008 - Q&A: Eco-Friendly (Page 32) Promo - September 2008 - Champagne Tastes (Page 33) Promo - September 2008 - Champagne Tastes (Page 34) Promo - September 2008 - Champagne Tastes (Page 35) Promo - September 2008 - Champagne Tastes (Page 36) Promo - September 2008 - Champagne Tastes (Page 37) Promo - September 2008 - Champagne Tastes (Page 38) Promo - September 2008 - Champagne Tastes (Page 39) Promo - September 2008 - Safety First (Page 40) Promo - September 2008 - Safety First (Page 41) Promo - September 2008 - Safety First (Page 42) Promo - September 2008 - Safety First (Page 43) Promo - September 2008 - The Agency Center (Page 44) Promo - September 2008 - The Agency Center (Page 45) Promo - September 2008 - The Agency Center (Page 46) Promo - September 2008 - The Agency Center (Page 47) Promo - September 2008 - The Agency Center (Page 48) Promo - September 2008 - The Agency Center (Page 49) Promo - September 2008 - The Agency Center (Page 50) Promo - September 2008 - Web Marketing 101 (Page 51) Promo - September 2008 - Web Marketing 101 (Page 52) Promo - September 2008 - Web Marketing 101 (Page 53) Promo - September 2008 - Web Marketing 101 (Page 54) Promo - September 2008 - Web Marketing 101 (Page 55) Promo - September 2008 - Web Marketing 101 (Page 56) Promo - September 2008 - Index of Advertisers (Page 57) Promo - September 2008 - Index of Advertisers (Page 58) Promo - September 2008 - Index of Advertisers (Page Cover3) Promo - September 2008 - Index of Advertisers (Page Cover4)
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