This past weekend I was home and stopped by the Natick Mall to do some shopping. In the past four years they have completely renovated the inside and have made it ten times nicer than it ever was before. I went into the bathrooms and while I was washing my hands I noticed a sign on the mirror. It said "if you like the soap that you are using, you can purchase it at the Aveda store on the second floor"
I have never seen anything like that before and I thought that it was really weird but also really clever. After I saw the sign I actually noticed the soap that I was using and thought about how much better this soap seemed compared to other bathroom soaps. This is probably not true but the fact that I saw that the soap was from Aveda, it made me think about stopping into the Aveda store - a store I would not otherwise think to go into.
So, even though this advertising strategy did somewhat weird me out, it was very effective and made me think about purchasing something or at least going into the Aveda store while I was at the mall.
Oh wow, that IS clever! They have gotten you to sample their product, without having to first lure you into the store, but by making it available to use in "real life" outside of the store. And like you said, many of the people that shop in the mall probably aren't thinking about going to the Aveda store, but most of them are probably going to need to go to the bathroom at least once--so this is the perfect way to grab customers' attention. Bravo Aveda!
ReplyDeleteI haven't been to the Natick Mall since about 2010 or early 2011 but the renovations have made a big difference. I can't say I have experienced the Aveda advtertising either, but the mall did host a campaign in the Collection area. I remember they hosted some kind of model show and signing. I don't usually go to the Collection when I'm there but this event they were holding made me and my friends stop by. The event was cool and I ended up stopping in some of the stores around the event.
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