Even you Hipsters have to admit this is brilliant marketing...

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The following is the original and the rewrite can be found by clicking here.

On the vacant storefront window, beside the "FOR LEASE" sign, it reads as follows:

You win, Hipsters.

After 55 years in the Junction WestEnd Offset is moving, and we're not telling you where.

But you can reach us at 416-767-9853.

My response -

  1. I laughed and laughed, and laughed some more.
  2. I took a picture with my phone.
  3. I jumped on the Internet to check out two things.

This is simply brilliant marketing worthy of the admiration of laughter. I will admit I find the concept of blaming a business' relocation on "Hipsters" very funny, and once I got over that, "laughed with" how effective this vacant store front is with it's ability to engage, explain, develop interest, and stimulate subtle calls to action.

As I read the 25 words plus a phone number, I could not help but ask myself a number of things:

  • Who are these Hipsters that drove this long time member of the community away? Am I one of them? What exactly is a "Hipster anyway? 
  • What does WestEnd Offset do? Why do Hipsters impact them in such a negative way?
  • What do you mean you aren't going to tell me where you are moving? What if I want to know, even if its just out of curiosity?
  • Well at least you left a phone number... proof they are still in business and maybe still interested in dealing with me if I'm not a "hipster".

And as if on queue, the handoff from old world marketing to new world marketing occurred without missing a beat... I pulled out my smartphone. 

I took a picture, and will admit I have shared it a few times.

I had to Google a couple of things - The need for immediate satisfaction and all.

First I had to Google the definition of Hipster - I needed to know if I was party to any of this. The definition reads as follows: The hipster subculture is composed of affluent or middle class young Bohemians who reside in gentrifying neighbourhoods. It is broadly associated with indie and alternative music, a varied non-mainstream fashion sensibility, generally progressive political views, organic and artisanal foods, and alternative lifestyles.*

Well that's not me, and even if it was, I just moved into the neighbourhood.

Secondly, I Googled WestEnd Offset and their new location. It seems WestEnd Offset is a sign and design company that is now located at 125 Blake St. As an aside, when I looked at their website it struck me that it was rather "Hip". www.westendoffset.com 

Because someone had the imagination to put 25 innovative words and a phone number on a vacant retail window to promote long after they moved, I now know WestEnd Offset exists, what they do, where they are, and if the need arises I will give them a call.

Rather brilliant wouldn't you say?

gpe

* Definition from Wikipedia.