Thursday, October 30, 2008
Advertising executives in print media are fishing for new ways to hook sponsors. Teen Vogue casted its fancy new lure -"Haute Spot"- at a mall in Short Hills,New Jersey. Teen Vogue doesn't refer to its creation as a store, but a "pop-up" hangout spot.
Haute Spot gives female shoppers a place relax, regroup and recharge their cellphones, as marketers pamper them with various samples and direct them to the respective store locations throughout the mall.
Think of the Haute Spot the modern replacement of an insert or full page ad, where readers (and potential subscribers) get the chance to try the product first hand. Instead of a scratch and sniff perfume or cologne insert,they can get a full sample of the product.The Haute spot won't be a permanent store, it's only open from black Friday (Nov. 28) to December 26.
Last month, Sports Illustrated cornered the opposite side of Teen Vogue's target market (males ages 18-35), by opening a store in Detroit's Metropolitan Airport.Sports Illustrated's store isn't a temporary "pop up" like the Haute Spot, but it does offer an atmosphere not found in most sporting goods stores.
SI's store is partially a shrine to sports history. Computer kiosks give fans access to sports news at SI.com and there's also the "SI Vault", an online archive containing over 150,000 stories, 2,800 covers and more than 500,000 photographs from the magazine's 54-year history.Sports fans can buy merchandise for Michigan's professional and college teams, and there's also Sports Illustrated gear, including calendars, books and posters.
Personally, I haven't visited the store, but if it doesn't offer any apparel or merchandise for teams outside of Michigan, they've failed to cater to the thousands of out-of-state travelers browsing the shelves for their hometown team or Alma Mater. SI's CMO,Andrew Judelso, told Sports Business Journal that SI will be opening stores in Los Angeles and other markets next year.
Of the two Magazines, I think Teen Vogue has a more efficient and promising concept. For the cost of a short-term lease, they connect readers (as well as potential subscribers) with their sponsors in a laid-back, comfortable setting. I wouldn't be surprised to see more magazines test the "pop-up" model, especially niche publications such as Golf Week or Cooking Light.
Coming Soon- Your Favorite Magazine: in Store Form By Matt O'Hern at 03:41 PM