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.
Photo Credit: unsplash.com/@mikepetrucci