Remember Payless? Yeah, that one store my dad would drag me into but I’d use my hoodie to cover my face so no one will recognizes me. Well, in a clever advertising stunt, Payless opened a fake pop-up store called "Palessi" in a high-end Santa Monica mall, filled it with Payless shoes disguised as exclusive Italian shoes, created a fake website and an Instagram account and then invited influencers to the store grand opening.
Influencer Rule #137: you do not pass up an "exclusive" event! According to Palessi, about 80 influencers attended the grand opening and spent a total of $3,000. One even spent $640 for a pair of cheap boots, and another said "I would pay $400 or $500" for a shoe she didn’t know costs $19.99. Some even called the Payless shoes "elegant and sophisticated."
What’s the key takeaway?
Payless shoes are back ... by influencer demand! Payless wants you to feel confident rocking its Instagram-approved shoes, including limited edition dad sneakers, but remember, it's always a #BOGO deal. Moral of the story, if you want to sell a basic product for 1000% markup, just ask your fancy neighborhood “influencer” to put on their monocle and give their expertise endorsement of your new product. Also read: What it takes to make Instagram Influencing a full-time career.Read more...