Why Should I Stop For YOU?
You have to love promotions during these economic times. It seems like no matter which way you turn, there is a street team enticing you to try something, engage, and win a cool prize. Sure, creating a personal connection with a brand is great, but is it authentic? As a native New Yorker, I guess I have grown numb to the countless people soliciting me enthusiastically to try a sample of their product, sign up for Greenpeace, asking me where I get my hair done, and last but not least, those wannabe rap stars handing out their “mixtapes,”
I have somehow become an expert at dodging these people, but sometimes they are onto me. Aggressively, they thwart my path and sometimes tag team it. This is especially the case with the “charity” and the spa/hair people. Now, I am sure you have seen a happy go-lucky, enthusiastic looking college student asking you if you have a couple of minutes for the environment – these folks are not even hired by the charity, but rather a for-profit organization that is subcontracted by the charity. Why would I donate on the street when I know this third-party is taking a profit? If I want to donate, I will go online and make a direct donation, thankyouverymuch. The other, more dubious street solicitors are the spa/hair people. Usually it is a very fabulous or stylish young woman or man who asks you where you get your hair done. Sometimes, it sounds a bit condescending – as if you really need their help and the only way you will ever be fashionable again is if you take their offer. Oh yeah, don’t forget that credit card information! Usually the people that I see fall for this are either tourists or NYC newbies.
So, where does that leave true experiential campaigns? As a jaded New Yorker, will I stop, look, and listen to their pitch? Of course, I feel like I’ve seen it all before, and I need something that is really engaging to stop me in my tracks if I am hanging in Union Square. I’m a working woman; I have places to go. What makes your product worth trying? Are you authentic? Do you seem excited about the product and are you engaging me? If you seem anything like those clipboard-hawking solicitors, I will walk the other way.
First, you can be friendly, but not pushy. Sure, I’ll try a can of Coke Zero, but if you shove it in my face or seem bored or unapproachable, you lost me. Another thing you can do, is totally engage me – I remember seeing a promotion outside of Grand Central last year promoting Madmen where actors played out scenes and did a little improv. This was a conversation starter. Plus, those “business cards” were a clever giveaway, making me curious about the show. Finally, you should be able to keep the conversation going – don’t just hand me a cereal bar and leave it at that. There should be an online component that will allow me to continue the courtship with your brand.
As for you wannabe rap stars – sorry, but I’m not that interested.
No comments yet.