The Kit's September Addition Was Offered with a Limited Distribution
Laura McQuarrie — September 29, 2015 — Marketing
References: thekit & mastheadonline
Although the "pop-up" concept has been applied to everything from shops to limited online sales, The Kit launched a pop-up magazine for the month of September.
Normally, The Kit is distributed as a free magazine, targeted at women between the ages of 25 to 35 who are early adopters of style, fashion and beauty innovations. Rather than giving outs its prized September issue as normal, the 44-page 'The Kit Compact' was only distributed by brand ambassadors in busy commuter hubs in Toronto, as well as online for a single day.
By imitating the ephemeral nature of many social media networks, brands are able to capitalize on the dreaded fear of missing out, which is part of what makes the pop-up model so valuable as a tool for marketing to young savvy consumers.
Normally, The Kit is distributed as a free magazine, targeted at women between the ages of 25 to 35 who are early adopters of style, fashion and beauty innovations. Rather than giving outs its prized September issue as normal, the 44-page 'The Kit Compact' was only distributed by brand ambassadors in busy commuter hubs in Toronto, as well as online for a single day.
By imitating the ephemeral nature of many social media networks, brands are able to capitalize on the dreaded fear of missing out, which is part of what makes the pop-up model so valuable as a tool for marketing to young savvy consumers.
Trend Themes
1. Pop-up Magazines - Creating limited edition pop-up magazines that generate a sense of exclusivity and urgency among consumers.
2. Targeted Distribution - Utilizing brand ambassadors and online platforms to distribute magazines to a specific audience, maximizing impact and engagement.
3. Ephemeral Marketing - Leveraging the transient nature of social media networks to capture the attention of tech-savvy consumers and create a fear of missing out.
Industry Implications
1. Publishing - Exploring innovative distribution methods, such as pop-up magazines, to revitalize the publishing industry and attract new readers.
2. Marketing and Advertising - Developing targeted distribution strategies and utilizing ephemeral marketing techniques to effectively reach and engage specific consumer segments.
3. Fashion and Beauty - Adopting pop-up magazine concepts to create limited edition publications that showcase the latest trends and innovations in the fashion and beauty industries.
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