Check out the ad for Sharpie markers in a recent issue of the excellent (and local) Acclaim magazine. Acclaim is a hip title, targeting males from teens to mid / late twenties. The magazine advertisement for Sharpie markers has been created to fit perfectly into the magazine and appeal to the target Acclaim reader. This is smart, a win for publisher and a win for advertiser which being relevant to the consumer.
This ad is a reminder for us that some products we treat in a conservative (boring) way can have a broader appeal if we connect them in a more thoughtful (targeted) way. for example, what if we did a Sharpie display in-store using a skateboard as shown in the Sharpie ad? Even better, what is Sharpie used this theme in other media and we times our in-store engagement to leverage that additional media coverage.
This is what I am talking about – suppliers working with newsagents to educate us and open us to opportunities to promote products in a way that better connects with the target consumer. Anything we can do to make stationery more appealing has to be good for our businesses, especially if it makes us more relevant to younger shoppers.
On Acclaim, check out their website – it’s a terrific magazine.
On the Sharpie range, check out their website – it has excellent product information retail team members should know.
Click on the image for a larger version of the ad in Acclaim.