Pop-ups: Motorola Uses Temporary Store As Part of Q Launch - Event Marketer

Pop-ups: Motorola Uses Temporary Store As Part of Q Launch

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To help introduce its new do-everything handheld device the Q
Motorola has taken over a high-traffic storefront on Chicago’s
Magnificent Mile for its first foray into pop-up retail dubbed
Destination Q. Opened earlier this month the shop features a handful
of podiums that show off the device’s different
capabilities—communications media playing Internet and so on. Reps
give demos take photos that guests can print out using a Bluetooth
connection and guests can use the gadgets to make free calls.


There’s also an on-site sales component. Reps from partner Verizon are
on hand to answer questions about service plans and facilitate
purchases on the spot. Sales volume and store traffic through the first
few weeks were exceeding projections Timothy Whiting the brand’s
senior marketing director told Buzz. “For an iconic launch like the Q
we wanted to give people a deep dive into the experience and the brand.
[The shop] certainly drives awareness but it’s more to see people go
deep into the fold. It enables us to control the message and give
hands-on demos that can lead to conversion.”


Advertising to promote the store is fairly limited (3-D displays on a
few Michigan Avenue bus shelters) but strategic p.r. and in-store
events are helping drive traffic. The company is hosting sports-themed
events on Fridays—a local sports talk personality and a few Chicago
Bulls players were scheduled to appear today—and djs hosting music
events on Saturdays. “We’re trying to subtly reinforce that this is
more than an email device so we’re physically manifesting that message
with different curated events ” Whiting said. Agency: Lime Public
Relations + Promotion New York City .


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