Posts Tagged ‘House39’

Service of Marketing That Misses the Mark

Monday, July 24th, 2017

Photo: 123rf.com

I love clever marketing ideas. This one was a puzzle and, as my friend Jim would say, “Amateur night at the Dixie Theater,” or my dad, “comme cheveux sur soupe” [like hair on soup i.e. out of place/irrelevant].

A clean cut young man rushed toward me on Third Avenue between 40th and 39th Streets holding out a brown thing wrapped in cellophane [photo left, below]. He didn’t say a word so I took it to be an intro sample for the unidentified object and kept walking. It didn’t look appealing.

A few steps later, a nice looking young woman reached out with the same brown object and I asked her, “What is it?” She replied that it was a pretzel wrapped in chocolate. [It also has some white marshmallow bits on top.] Now curious, I took it and the postcard that came with it [photo below, center].

Next I noticed, parked on the sidewalk, a cart similar to the ones that street food vendors use [photo right, taken later through a bus window]. This one wasn’t where such vendors usually park, at curbside, but well into a very wide sidewalk. It had the pretzel concoctions in the window and was decorated with images of a building like the ones on the postcard; copy from the card and a giant sign “House39.” There was someone inside but nobody around it or even noticing it.

This crew was promoting a new rental building around the corner and down the street. According to the postcard, rentals ranged from studio to three bedrooms starting at $3,910/month. The card lists amenities including a rooftop pool, hot tubs, yoga studio, children’s playroom and more. The postcard doesn’t say if the rent covers use of these features.

So what was wrong with the promotion?

  • The youngsters hired to pass out the treats didn’t mention anything about a new apartment down the street.
  • Pretzels or sweet treats have no connection, clever or otherwise, with apartment sales.
  • People walking down Third Avenue are random and just because they are in the neighborhood during the day they are not necessarily the demographic for apartments with rents that start at almost $4,000 for one room.
  • The beneficiaries of the idea were the cart rental and pretzel companies; the kids who made a day’s wage on a nice summer day; the postcard graphic designer and printer and the marketing company that was paid to create and implement the idea. I doubt that the building saw a viable visitor as a result.

Photo: mponstage.com

The real estate developer, if fixated on doing something on the street, might have skipped the cart and had young people in a striking tee-shirt passing out key rings with the apartment’s address and copy that touted “find the key to happiness in your new apartment.” Or given the name of the structure, “House39,” they might have placed 39 self-stick, removable footsteps between Third Avenue and the front door with—if it’s not too obscure and vintage–references to the iconic spy film, “39 Steps.” A key ring to echo the “39 Steps” theme would suggest that readers “take the mystery out of where your next, best apartment will be.”

Can you find the connection–that passed me by–between the cart, the sweets and luxury apartment rentals? Have you noticed cockamamie, half-baked marketing ideas that people pay good money for and that make you scratch your head?

 

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