Not that anyone didn’t see this coming, but notice how marketing and PR is hitting Dumbo hard? We’ve seen the tour buses on Old Fulton and on Front Street. The tourist guides in Brooklyn Bridge Park. The streetart and photo walks. We’ve seen press from Japan, UK, Germany, Canada, Scotland, and Australia among others that shows how Dumbo is “THE place to be in NYC” for a Brooklyn experience, but recently, you’ve seen street marketing and promotions hitting the streets of Dumbo in hopes of reaching a certain demographic.
(Illy Coffee campaign in front of 111 Front St Art Galleries)
Street marketing, often called “guerrilla marketing” is used to get the name out and advertising a brand with little or no money. It can be a creative and imaginative way of replacing or supplementing an ad campaign. Done effectively, it can reach a specific target audience or community. We asked one of the recent street marketing folks (not one of the pictured ones here) and asked, “Why Dumbo?” Asked to remain anonymous, they said, “Dumbo is a perfect place for street marketing with a good mix of residential, business, and of course the creative community. We [Ed: the advertising firm] felt with Dumbo being a high income demographic, they are smarter about innovative marketing vs conventional advertising. Our product campaign was perfect for this type of marketing. Dumbo also has the high condo and rent pries, so they’re more likely to buy our products.” In a way, you can say that underground street culture and artists were tuned into the Dumbo art scene long before any ‘corporation’ was and was not about ‘reaching a demographic’. But as a resident and one who appreciates art/culture, we hope this doesn’t go the way of a SoHo or West Village that brings a Banana Republic store because that’s who they’re targeting. Obviously we don’t see that happening.
But one that got us scratching our heads is the above bike photo (Thanks mikemookie for this one). Rather than being snarky and say that this is an idea that won’t work over the Belgian block streets of Dumbo, create your own caption in the comments (our readers are much more creative than we are). For the PR people out there, does this sort of marketing work in Dumbo?
(Simply Orange Juice giveaway on Front/Washington Street)