For new store openings, Kiehl’s works to understand its new location and develops a unique approach for each market. For its Upper West Side store in New York, Kiehl’s focused on the importance of Central Park to the area residents and supported improvements to a local playground. For their Palo Alto store opening, Kiehl’s surprised some Stanford medical school students by purchasing one of their textbooks and providing information on Kiehl’s products.
In addition, Kiehl’s has been able to put a creative spin on some more traditional mass marketing techniques. For example, Kiehl’s utilized a mobile marketing van and organized surprise visits to everyday heroes and under-recognized members of the community, from firefighters to waste management workers, drumming up invaluable press coverage along the way.
“Microsites, built quickly and easily refreshed with new content, are SEO magnets. They’re good both for traffic and for your marketing reach. Consider them a new campaign platform.”—Acquia’s Lynne Cappozzi on Open Source Social Publishing for Marketers.
“The old, impression-based advertising model in social apps doesn’t work because it annoys people. Ever wonder why the cost of Facebook display ads is so low?”—@w3i’s Rob Weber on What Advertising Strategies Work With Social Apps. Several mentions here of one of our fave companies AppSavvy.