It’s official! The Retail Sector in the UK is being hit hard during the current recession. You can walk down any High St in any town or city and you’ll be presented with a common site…empty shops being forced to close down due to lack of sales. In fact, it is becoming so bad that schemes are being thought up to make use of these empty shop fronts to help remove the eyesores; things such as supporting local artists and displaying their work is one such commendable example.
However, smarter retailers have acted well in advance of being forced to close. Innovative and creative thinking from the strategists in the boardroom has seen the latest marketing approach hit the streets. The approach comes on two levels, both aimed at creating awareness and generating interest…i.e. get people in to the shops!
If you’re expecting to hear about a well researched and thought through integrated marketing approach; which takes advantage of the social web and the engagement potential this offers…then think again. This is so simple and much more subtle, you’ve most probably been exposed to it already without even realising it. It really is that clever. The two approaches, previously mentioned, are balloons and people dressed up in costumes! Absolute genius! 
Next time you are in town, take a look and we guarantee you’ll spot them. Credit must be given to everyone from the think tanks at the most senior level all the way down to the employees in the store. The investment required for all these balloons and costume design must be significant; plus the fact they then have to be shipped out to every store, inflated, worn and put on show. A massive effort from everyone involved. Nice work! Who’d have thought in the days where a brand can so easily interact with the consumer in their own home, could something like balloons and costumes be so effective. A spokesperson for SCS, PC World and Carpet Right were unavailable for comment…because we didn’t ask them.
