SCIENCE ISN’T JUST FOR KIDS ANYMORE – SCIENCE WORLD – VANCOUVER

SITTING IN MY DORM ROOM IN THE MYSTERIOUS FAR EAST IT WOULD BE SURPRISING THAT I WOULD STILL BE IN TOUCH WITH THE MARKETING WORLD OF CANADA. HOWEVER, THANKS TO THE MAGIC OF THIS ADVANCED TYPEWRITER SITTING IN FRONT OF ME I HAVE SEEN WHAT MY LOVELY CITY OF RAINCOUVER HAS TO OFFER.

I HAVE A BIT OF A PERSONAL CONNECTION WITH SCIENCE WORLD AS THEY WERE LOVELY HOSTS OF SAUDER FROSH IN 2011 AND HELPED ME IMMENSELY TO MAKE A NIGHT EVENT SUCCESSFUL. THAT SAID, I NOTICED THAT THE CONSTRUCTION THAT WAS TAKING PLACE WAS REALLY CAUSING A BLEMISH ON THE FACE OF ONE OF VANCOUVER’S MOST ICONIC BUILDINGS. A LITTLE AFTER SAUDER FROSH THEY HAD SUCCESSFULLY TRANSFORMED THEIR SPHERICAL WONDERLAND FROM AN AGING FIELD TRIP DESTINATION TO A NEW EXCITING VENUE FOR MORE THAN JUST KIDS. MY VIEW ON THE OLD SCIENCE WORLD MAY BE A LITTLE SKEWED AS I DIDN’T VISIT FROM THE TIME I THOUGHT GIRLS HAD COOTIES UNTIL THE AFOREMENTIONED SAUDER FROSH BUT MY VIEW ON THE CURRENT VENUE IS THE SAME. “I STILL WANNA PLAY WITH THE DRY ICE”

FROM A BUILDING HIDDEN BY CONSTRUCTION

TO A SHINING STAR OF THE VANCOUVER COASTLINE

SO WITH THE HYPE OF THE OLYMPICS LONG GONE WHAT IS A GIANT ORB TO DO TO ATTRACT VISITORS THAT MAY HAVE BEEN DETERRED BY BIG IRON FENCES AND DETOUR SIGNS? THEY TELL THE LOCAL POPULATION TO COME BY AND INCENTIVIZE THEM WITH STRANGE AND INTERESTING FACTS.

LIKE TIGERS AND THEIR ABILITY TO USE LITTER BOXES

 

OR MY PERSONAL FAVOURITE AND I KNOW IT WOULD HAVE BEEN AT AGE 7 AS WELL

THANKS TO THE CHIVE FOR THESE IMAGES AND PLEASE VISIT THEM TO SEE THE FULL COLLECTION OF ADS.

NOW WITH ALL THIS IN MIND LET’S LOOK OVER THE BASIC MARKETING SIDE OF THIS (EXCUSE MY INDULGENCE).

DID THEY IDENTIFY THEIR TARGET MARKET?

  • I BELIEVE SO, I THINK THEIR PRIMARY TARGET MARKET IS FAMILIES AND I THINK THEY HAVE ENGAGED WITH FAMILIES AROUND THE CITY. I ALSO THINK THEY MAY BE REACHING OUT TO ABAWD’S (ABLE-BODIED ADULTS WITH NO DEPENDENTS) WHICH WITHOUT KNOWING THEIR OVER STRATEGY COULD BE A GREAT MOVE.

DID THEY REACH THEIR TARGET MARKET?

  • THIS GOES HAND IN HAND WITH THE PREVIOUS QUESTION, I BELIEVE SO. THEY REALLY SPREAD THESE ADS OUT BY THE LOOKS OF IT AND HIT HIGH TRAFFIC AREAS. IF THEY ARE TARGETING ABAWD’S THEN PUTTING THE ADS ON BUS STOPS AND ALIKE WERE A GREAT MOVE.

WHAT DID THEY USE TO INTERACT WITH THEIR TARGET MARKET?

  • THEY USED SIMPLE AND EXTREMELY EFFECTIVE BILLBOARD AND ALIKE ADVERTISEMENT AS WELL AS MORE INDEPENDENT FORMS I.E. THE LITTER BOX AND THE BALLOONS. 10 POINTS TO SCIENCE WORLD FOR AVOIDING THE TELEVISION AS IT IS A MAGICIAN AT WASTING MARKETING DOLLARS (ARTICLE TO COME SOON).

DID THEY GET GOOD USE OF THEIR MONEY?

  • DEFINITELY, THE REACH AND STRETCH FOR SOME WELL PLACED ADS TARGETING THE RIGHT CONSUMER AT A BARGAIN PRICE IS THE MARKETING “777 JACKPOT”.

DID THE CAMPAIGN GO VIRAL?

  • I PERSONALLY SAW THE CAMPAIGN ON FACEBOOK, 9GAG, AND THE CHIVE SO UNDOUBTEDLY YES.

WHAT DID THEY DO WELL?

  • BANG FOR THEIR BUCK.

WHAT COULD THEY HAVE DONE BETTER?

  • ADD A LITTLE INFO ON CURRENT EVENTS TO THE ADS (AT LEAST WHERE THE CONSUMER CAN STOP TO READ). THAT WAY WHEN A POTENTIAL CONSUMER IS EXCITED THEY CAN IMMEDIATELY ASSOCIATE THE POSITIVE FEELING WITH WANTING TO SEE WHAT EXHIBIT IS ON DISPLAY AT SCIENCE WORLD.

DID THEY CREATE A NEED OR DID THEY REMIND THE CONSUMER?

  • A LITTLE BIT OF BOTH, WITH FAMILIES THEY SIMPLY REMINDED THEM BUT IN AN EFFECTIVE WAY. WITH THE POTENTIAL NEW MARKET THEY MIGHT GO AN CREATE A NEED.

DID IT CHANGE THE BRAND IDENTITY?

  •  BINGO, THEY ARE NOW HIP AS WELL AS SCIENCE-Y, AND JUST LIKE MEAT & BREAD, JETHRO’S AND ANYTHING IN GASTOWN HIP=$$$.

ALL IN ALL, A RECENT CAMPAIGN THAT IS IF NOTHING ELSE INTRIGUING. I BELIEVE VANCOUVERITES IN OUR EVER-GROWING KNOWLEDGE OF WHAT IS QUINTESSENTIALLY WEST COAST AND COOL WILL FIND A SPOT ON A LAZY SATURDAY FOR SCIENCE WORLD NOW THAT THEY NOW IT IS MORE THAN JUST DINOSAUR BONES. IF NOT US HIP YOUNG YUPPIES LOOKING FOR A CHANGE OTHER THAN THE WEEKLY SEAWALL BUT FAMILIES NEW AND OLD THAT WANT TO EXPLORE THE SECRETS OF OUR WORLD TOGETHER

THANKS,

CONOR

THIS WEEK’S ANCIENT CHINESE PROVERB (THAT I JUST MADE UP) IS:

YOU WILL BE GIVEN MANY PAIRS OF SHOES TO WALK IN BUT ONLY TWO FEET TO WALK WITH

WHAT DO YOU THINK?