Last night I had the awesome opportunity to take part in a genious marketing campaign at Agent 99 (a boutique in downtown Kingston on Princess Street) created my IMC (integrated marketing communications) students at St. Lawrence College.
The campaign was created mainly to increase traffic to the store Monday and Tuesday which are the store’s low-traffic days. Originally the campaign was a VIP event where high school students would come in after hours to the store to try on dresses for prom and graduation and get their hair and makeup done to see “the whole look”.
But on the actual night of, when the event ran, there were also mini cupcakes, goodie bags, a movie playing, and a sale on shoes!
I thoroughly enjoyed this event, but must admit I’m somewhat surprised with my experience. When I first heard the 2nd years present their pitch, I was instantly interested and wanted to take part. I was afraid though that I couldn’t because I felt pressure that I would be obligated to buy a dress if I attended. I was so excited to find out I was under no obligation to buy anything, and when the students came back to our class to put us on the email invite list!
I received the first e-mail invite the night before the event was to take place, and I was bummed that I couldn’t attend because I would be busy baby-sitting that night. I RSVP’d that I could not attend and responded why. I actually by that point already had found and bought my grad dress, but still wanted to attend to take advantage of the hair and makeup; and maybe find jewelry or shoes.
However, when I attended, both my mom and I were very pleasantly surprised. We were enthusiastically greeted in a cheerful environment and what things were available and going on where explained to me. I had lots of cupcakes, took a goody bag, tried on many dresses, and definitely took advantage of getting my hair and makeup done. But the best and most surprising part is I found a dress that my mom and I (and everyone else in the store) instantly fell in love with; and bought it AND a belt!
Overall it was an amazing and completely successful event. (I would be curious to know how many sales they actually made that night!) Great job well done, IMC students!! 😀
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