POSTED BY Team DIGO | January 11, 2010 7:12 pm | PERMALINK
Guerrilla Marketing’s Newest Revolution
The Art of Being a Charity Case
Adweek
January 11th 2010
Altruistic guerrilla marketing? Yep, just what the recession ordered.
Even for a discount retailer, it was a tough sell. The American workforce was drowning in an unemployment rate of 10 percent (counting those who were underemployed or only working part-time, it might have been closer to 20 percent). Money was tight, and good jobs were impossible to come by.
Bad time to be in the suit business.
But Syms, the 51-year-old clothing chain that sells sharply discounted designer menswear, had an idea. Last July, instead of trying to ignore the rotten job market, it decided it would help its customers to conquer it. The contest would benefit both the brand and the personal fortunes of the shoppers (or, at least those lucky enough to be selected). Syms decided to give away 30 high-end suits to people who were looking for work. Each winner would also receive a session with a career coach and even the attention of a personal stylist. “Suit Camp,” as it came to be known, was an unusual promotion with an altruistic bent; guerrilla meets humanitarianism.
“There is an altruistic aspect in the sense that Syms is giving away value,” explains Mark DiMassimo, CEO, DiMassimo Goldstein, the agency behind the effort. “But what they’re really doing is bonding. Read more…..
POSTED BY Team DIGO | January 9, 2010 6:36 pm | PERMALINK
Brandweek
January 9th 2010
Even for a discount retailer, it was a tough sell. The American workforce was drowning in an unemployment rate of 10 percent (counting those who were underemployed or only working part-time, it might have been closer to 20 percent). Money was tight, and good jobs were impossible to come by. Bad time to be in the suit business. But Syms, the 51-year-old clothing chain that sells sharply discounted designer menswear, had an idea. Last July, instead of trying to ignore the rotten job market, it decided it would help its customers to conquer it. The contest would benefit both the brand and the personal fortunes of the shoppers (or, at least those lucky enough to be selected). Syms decided to give away 30 high-end suits to people who were looking for work. Each winner would also receive a session with a career coach and even the attention of a personal stylist. “Suit Camp,” as it came to be known, was an unusual promotion with an altruistic bent; guerrilla meets humanitarianism.
“There is an altruistic aspect in the sense that Syms is giving away value,” explains Mark DiMassimo, CEO, DiMassimo Goldstein, the agency behind the effort. “But what they’re really doing is bonding… Read more
POSTED BY Team DIGO | August 17, 2009 11:43 am | PERMALINK
‘Suit Camp’ Promo Scores for Syms
It’s part of Syms’ attempt to draw a younger crowd into its 29 stores in 13 states
Aug 17, 2009
- Andrew McMains
NEW YORK In just three weeks, more than 5,000 have registered to be eligible for one of 30 free suits that Syms will give away to job seekers in 30 days.
The offer is geared toward unemployed men and women, particularly those between 18 and 38. In addition to a suit, each winner will get a makeover and a session with an interview coach. It’s all part of Syms’ attempt to draw a younger crowd into its 29 stores in 13 states.
The effort is decidedly nontraditional for a retailer known for TV spots and radio ads bearing its longtime tagline, “An educated consumer is our best customer.” (more…)
POSTED BY Team DIGO | August 5, 2009 5:01 pm | PERMALINK
Major media outlets are starting to pick up on the SYMS Suit Camp Sweepstakes. It seems that the idea of fighting the recession one interview suit at a time has really struck a chord. (more…)
Guerrilla Marketing’s Newest Revolution
