I did say every step..
In today’s age of online marketing and social media, is there still room for traditional marketing? While it is true that a post from someone you know, a forwarded email from a relative, or an SMS may get more of your attention, there are cases when traditional marketing can trump all? When you live in one of the busiest cities in the world, it is possible.
To drum up interest for the opening of their flagship store at 5th Avenue, Uniqlo made themselves present in New York’s public transportation system. This included walls, turnstiles, waiting sheds, trash cans (yes!), and included in their ads considerable price drops on their Heattech warmers, as well as an irresistible $9.99 deal on a particular style of Uniqlo jeans.
Uniqlo didn’t stop at just that either. They supplemented their marketing with “brand ambassadors” to identify with their consumer. After all, New York is about diversity.
NEW YORK, September 6, 2011 UNIQLO is proud to announce the cast starring in the brand’s marketing campaign that is launching today throughout the metropolitan area. The cast members include celebrities, professional athletes and community heroes that UNIQLO believes exemplify the Made For All philosophy in their own daily lives. Made For All is the UNIQLO brand philosophy that encapsulates the company’s vision of providing basic clothing that is made for all people regardless of age, gender, race or any other category. The UNIQLO cast is an important part of the marketing campaign currently in progress and building excitement for the opening of the two new global flagship locations that will be the two largest for the brand in the world. Link
See what I mean after the cut.