Some marketing ideas are brilliant simply due to their simplicity. The essence of that simplicity is the core of the genius. Here are a few dynamite approaches:

Lululemon – The B.C. based retailer, specializing in yoga-inspired apparel, provided free bi-weekly yoga classes in many of its larger markets. It was so successful, they are adding the classes in additional centres.

American Eagle Outfitters – Aptly dubbed "15 Seconds of Fame,” the innovative retailer installed a 15,000 sq. ft. digital sign outside their Manhattan location. Customers who made a purchase had their photo displayed on the giant screen along with a 20-character personal message for all of Times Square to see.

Coach – to combat flagging sales of their pricey brand, Coach launched its "Poppy Collection.” It kick-started sales by offering the luxury brand with a price point of 20% less than their core brand. The new line helped buoy sales in tough times.

Pop-Up Stores – These temporary stores are no longer frowned upon by shoppers. They are now heralded as a great strategy for introducing new products in key markets. Recently, Gap was successful with a pop-up concept launching its 1969 Jeans brand, a retro-style jean commemorating Gap's founding year.

"Try-vertising” – Sampling is key to introducing new products. But what about beverages? Undeterred, Sunny D beverages came up with a sensory marketing experience for a new flavour. Described as an oral equivalent to a "scratch and sniff,” it consisted of an edible filmstrip infused with the new flavour and distributed in shelf-edge dispensers in supermarkets.

Imitation is the greatest form of flattery. So there's nothing wrong with taking some of the finest ideas, borrowed from others, to ultimately improve your practice.

We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.

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