Made it to Method's pop-up store in Lincon Park over the weekend, before it closed. Wanted to see for myself what that oh-so-clever Eric Ryan (former ad guy) had planned for his brand experience. Method has morphed the "pop-up" retail trend. Their concept extends to developing a community of "Method Mavens." Some of the Mavens had their pix taken and posted at the "Cleaning Confessional" photo booth in the store (above).It appears Method recruited bloggers from Chicago to become brand advocates and spread the buzz . Bloggers were also invited to host their own party with their girlfriends in the backroom of the store, and they all walked out with a free bag of goodies.
During my visit, I took advantage of the in-store promo: 5 for $25.00, with an additional 10%-off for whispering the secret words (Chicago is dirt-free). Unfortunately, they were sold-out on the one product I thought was very unique: non-toxic stainless steel cleaner.
Sometime at the turn of the century, I wanted to do a pop-up very much like this. I thought SoHo and the Orlando airport would have been great pop-up locations to engage with the stroller crowd: invite celeb moms, have events, conduct informal gatherings (aka focus groups). Back then, the web was just in 1.0 mode, so social networking would have been just a glimmer in someone's eyes.
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Addendum: There was press in AdAge this week that the Method guys had been hoping to sell the company and cash-out bigtime like Burt's Bees (which Clorox bought for something like 5X earnings). They just awarded what has been a very small ad biz to Droga 5. Maybe they will use traditional advertising to build the brand to be get big enough to get the $$ they want. Interesting....
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