The Intersection of Media and Merchandise: The "As Seen on TV" Pop-Up Strategy

Media has always been intertwined with retail. Media and merchandise. In the full-page ads in print magazines and newspapers into this product placements on daily news shows, the consumer has ever been shown advertisements in combination with media.


However, the way consumers digest information is changing, and so is advertising. CMOs are shaking their advertising spend and putting dollars into various mediums.

Because of this, we are seeing new waves of media books commoditizing merch. BuzzFeed includes a brand new line of Goodful products, Good Housekeeping includes a lab at the Mall of America, and most recently, New York Magazine is hosting a vacation pop-up.

This strategy is both exceptional and rooted in traditional retailstores. When customers make purchases, they wish to be certain they get the best price for the best products. To accomplish this, they rely on advice and recommendations. They do their due diligence and work out the car with the best MPG, or the TV using the crystal-clear HD.

That is the beauty of review-based books like the Strategist, BuzzFeed and Consumer Reports. The 100 best pens, 24 humorous gag gifts, the best mattresses of 2018 -- you can find a list for all.

The advantage of these listicles is they put every choice front and centre and inspire consumers to find products they might have never considered needing before. A breakfast sandwich manufacturer for $19? How did I ever live without one?

But the hindrance here is that the consumer who's bombarded with these product options might be interested but does not click Purchase. Perhaps it's because a cast iron shrimp pan isn't their priority, or perhaps it's because they are not entirely sold on its own usefulness. In any event, there has to be a more foolproof method to find the customer from point A, learning about the item, to point B, making a purchase.

Enter the media and product pop-up store. The Strategist, New York Magazine's review column, has been operating a pop-up in SoHo called"I Found It in the Strategist" that comes with a slew of inspirational products.

Each piece of stock comes in the magazine's editorial pieces within the last year. What is more, the Strategist is highlighting experience. Consumers get to try out beauty-related products before purchasing, play with advanced, never-before-seen tchotchkes and receive amazing gift inspiration and free gift-wrapping. Additionally, with every social networking post, customers have the opportunity to win a $500 gift certificate.

See also:

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The crucial difference between this initiative and BuzzFeed's Goodful lineup in Macy's is the Strategist is not creating a line of product -- they are curating and displaying other brands' products. This is a huge win for everybody. The Strategist keeps its position as an innovative thought leader (and makes a couple of dollars in the process) and the goods gain customer awareness, sales and key market insights. Most of all, they get to align themselves with the iconic NY Mag -- a massive advantage for up-and-coming brands.

The consumer wins, also. They get non-partisan recommendations out of the Strategist, whose editors are extremely diligent about rating solutions. Plus they get an exciting retail experience from a trusted -- and trendy -- book.

This model is not completely new: the media pop-up follows the exact same mindset as the"As Seen on TV" strategy. The Shake Weight, the Snuggie, the George Foreman Grill -- all of these are fascinating products that entered the retail lexicon via direct-to-consumer promotion. The difference between large and massive sales happens when these products cross the line from TV pitch to in-store retail display.

When you walked into a department store, Bed Bath & Beyond, or Walgreens, there was the"As Seen on TV" section right in front of you with all the concrete products that you'd seen and were interested in. So you'd pick it up and make the purchase. That is exactly how I purchased my first Shamwow! At"I Found It in the Strategist," shoppers get to see and touch products, and they get memorable experiences. It is a delightful combination of retail and convenience theater.

The biggest takeaways to be gleaned from this initiative are: 1) media outlets are entering the retail ring and more, 2) that may be a fantastic thing for all parties, and 3) pop-ups make it easy to bridge the gap from media outlet to retail shop.

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