bring some fun in it

Many people think that advertising means media. I must say I totally disagree with this!
Advertising starts with the product itself; its packaging (ask the smoothies brand "innocent" about that!) and of course merchandising. By merchandising I mean shopping experience.

How many brands do you know that are making massive media buying but once you think about getting on of their products, you don't even know where to go! and when you know, you wish you didn't as the quality service is poor!!??

Before investing in media and advertising campaigns, brands should invest in point of sales and work on the shopping experience (place and quality of service) they offer to customers.
If people come into your shop not only come for the products but also for the experience; you got it right!
(have you ever try a Nespresso shop?? impressive, no??)

entertainment! that's what this is all about !


Perfect products to illustrate the point are shoes!
see below a few pictures of nice shoes stores. Don't you think it worth it?



















Don't you want to get inside those shops?
Don't you think it worth it?

Now think about your regular "footlocker" experience... Do you think it could be imporved?...