Method Home
Pop Up Shop
A store dedicated to
cleaning products? Couldn’t imagine
it? Ammo could. And we did.
In the spring of 2004, Method Home products, a San
Francisco-based natural cleaning products
company, approached Ammo to develop a
creative marketing strategy that would build
overall brand awareness and put its product
in the hands and minds of peer influencers
within its consumer target: moms and savvy
singles. The Method Pop-Up Shop was the
ultimate result.
For the price of a traditional billboard,
the Pop-Up Shop reflected the brand’s
whimsical personality to the target
consumer, while offering a 7-day-a-week,
360-degree experience with the brand and its
products — previously available most readily
at the nation’s Target retail locations. In
addition to operating thestore in a normal
retail capacity, the Pop-Up Shop hosted
regular, targeted Influencer
events, including catered parties for
specific target groups including Dwell
Magazine subscribers, Volvo drivers, local
philanthropists and the corporate staff of
Design Within Reach.
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The Pop-Up Shop — a clean, bright,
gallery-like space — opened August 11
one-block off Union Square in downtown San
Francisco, and was slated to close two
months later (“Like a Summer fling, we’re
gone with the changing leaves”). By the end
of October, however, the project was deemed
a success and a decision was made to stay
open through Christmas Eve.
The result of this six-month program? Sparkling! The
Method Pop-Up Shop became a key component of
the $10 million company’s overall marketing
strategy. Method’s return on investment was
invaluble: the months of November and
December featured enormous surges in return
customers and sales (including conversion to
profitability); media attention was strong
with local and national stories reaching
more 3 million consumers; and Method’s
existing customer database grew by more than
20%. The buzz was on the streets — Method
shopping bags were spotted in every
neighborhood, Method t-shirts graced the
torsos of Influentials across the city, and
the Thursday evening happy hours became a
frequent weekly stop for downtown workers on
their way home to the suburbs. Method Pop-Up
Shops are planned for additional cities in
2005.
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