I often get calls to help put a “style stamp” for random awesome projects. The call I got last week from The Finerie ended up being for a really cool concept and where I think most marketing is headed for now.
Over the past couple of years, designers and retailers have been doing pop up shops all over the country and allowing for a “market” experience while saving and making precious dollars for all involved. The concept isn’t really new, a pop up shop, but what is new is who is doing it.
Who you ask is taking this concept and getting my attention? The Ford Company. To roll out their newly designed Fiesta, the old school American company that was founded in 1903, is working with local retailers to showcase their newest product.
Rolled out in Portland yesterday, the car company will share the space with a clothing retailer Local35 by day. At night, the so-called “pop-up” shop will host parties and a concert series put on by Spin Magazine. And, a lime green Fiesta will be front and center, parked in the store for visitors to take photos and explore. Two more cars will be cruising Portland, shuttling people between others stores partnering with Ford. (Oregonlive.com)
I had no idea, but The Fiesta was first introduced in 1976 and has been a go-to car in Europe. It has not been available in the States since 1980. Focusing on a young consumer demographic with the reintroduced car, it’s a subcompact that’s built for fuel efficiency and economy. In my opinion, it seems to be a sustainable choice as well. And, as a girl, it’s super cute and has a push button start…love that.
“The pop-up shop — and more will follow in other western cities — aims to introduce the car to those young consumers in a more authentic way,” said Jeff Guettler, president of Taow, the Portland-based marketing firm that developed the pop-up strategy — which they call a “cultural hub” — for Ford. “It’s all about the brand experience,” Guettler said. “(Ford) knew they had to create some kind of way to experience the car on their own terms.” (Oregonlive.com)
The Ford Fiesta pop up in Seattle should be seen in late August in the U-District. There are plans to have an accompanying coffee table book highlighting cool Seattle retailers such as The Finerie. The Ford Fiesta shuttle plans to be in full swing in the Emerald City as well. The concept is planned for San Francisco, Sacramento & San Jose.
The commerical for the Ford Fiesta caught my attention a couple months ago.
Fun and innovative, this is how we will see roll outs of new products for now. RL
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