Category Archives: Marketing

World’s First Watch & Shoe Pop-Up Store

As you know I love retail, I love watches and I love fashion. One of my favorite shoe manufacturers is the Italian firm: Santoni. This year IWC and Santoni teamed up and the new IWC Portofino watch collection will be supplied with handmade Santoni watch straps. Great synergy and two brands adding value.

Since 2003 Ace Jewelers has an annual IWC Novelty Show in one of ours stores. We are always the first retailer in The Netherlands to present the new IWC show collections, as soon as it has been released by the headquarters in Schaffhausen. So, this year  I came up with the idea  to do really something new and innovative. A new retail concept: we transformed our store, Ace & Dik Jewelers, in to the first watch & shoe pop-up store in the world. For two days Ace & Dik became: The IWC & Santoni Pop-Up Store. See the video for the result:

For pictures, please visit Ace Jewelers Facebook Fan Page: www.ace.am/facebook

 

StreetVertising

What? Streetverting?

Yes, another new buzz word, made up by two words: Street + Advertising… Yes, you guessed correctly: a new (guerrilla) marketing tactic to advertise on the street.

One of the marketing companies that helps me with the marketing strategy (offline & online) are Interactive Maven & Cool Media Collective. The CEO of both companies, Benjamin van Gelder, told me about eco-friendly (street) graffiti. He even took me from my office on the Van Baerlestraat 46 in Amsterdam around the corner to the PC Hooftstraat to see Streetvertising graffiti on the pavement:

Streetvertising by PA@Home in Amsterdam

Streetvertising by PA@Home in AmsterdamApparently the company PA@Home choose this low-budget, but high-impact guerrilla strategy to get their name out with the target group (high-net worth individuals that shop at the most luxurious street in The Netherlands. The advantage of eco-friendly graffiti streetvertising is that is doesn’t need to cost too much and catches ones eye. The down-side of it is, that it will fade away within couple of weeks and I can imagine many high-end brands will not want people to see a vague logo where people actually step on…

For possibilities to start such a campaign you can contact Cool Media Collective via: +31 20 5759109.