THE BOX MODEL

I’m not sure if this is a true story, but I loved it.

So IKEA decides to open a new store.  They go to a local ad agency to discuss marketing.

IKEA:

We want everyone in town to know about our new store.

Ad Exec:

We can do that.  It will cost $1,000,000.

IKEA:

…Um, we were thinking more like $20,000.

Ad Exec:

Ha ha!  Wait, seriously?

Undaunted, IKEA came up with a brilliant solution.

They put $20,000 of their own furniture in their parking lot beneath a banner that said, “STEAL ME.”

Then they relaxed for the next 2 weeks as local news reporters took care of the rest, interviewing people nightly and turning it into a countdown: “When will all the furniture be gone?”

Limitations often lead to innovation.

So, what would you do if your marketing budget were cut in half?