Street Marketing on the Sly
Ed Fuentes
DOWNTOWN LOS ANGELES — On a stretch of W. 8th lit by storefronts last night, I watched a tall, clean-cut 20-something man walk up to a Downtown News stand and pull out half the papers. Sick puppy at home, I wondered?
Nope, apparently just some street marketing on the sly.
He placed the stack on top of a small table that was set outside for dining and quickly looked around. Then he pulled out a manila envelope.
Out of the envelope came a stack of 8.5 x 11 flyers and the young man began placing one inside each paper, next to the existing ad inserts. When he completed his guerrilla newspaper distribution, the papers were stacked neatly back into the stand. He looked around one more time, and left the scene with a brisk casual walk.
After his exit east on 8th, I took a paper and opened it to see there was a menu for Sushi Tenno and a fold-over ad for Samy's Camera. Also inside was a color flyer on bond paper touting computer repair and diagnostic professionals. One selling point is an hourly rate that "is much less than the corporate giants."
Evidently, the savings from paying rates for newspaper distribution is passed on to you, the client.
Later, in a well lit area in front of Ralphs, I took out the newspaper and saw the same Sushi Tenno and Samy's Camera inserts, but no flyer for solutions on technology. Maybe the hooded man was elsewhere in the city, looking for a newsstand.
Marko on December 15, 2009, at 03:30PM – #1
In my Freelance days I will admit that I have done similar marketing tactics before. I hate to admit but it worked.
Ravi on December 15, 2009, at 05:54PM – #2
Gee - I want to write something, but I just don't know what. Good eye - and good catch. I love that you wrote this down. This is an excellent character sketch on the novel of Downtown.
GM on December 15, 2009, at 06:03PM – #3
I did a temp job this weekend, passing out flyers. I was told to put them on car windshields. After doing about 100 cars, the sherriff showed up as well as a manager of a company near by. They told me No postbills. And that they would charge the company $75 to remove the flyers. I apologized and removed them all. I felt like a criminal. Not worth $10 an hour! Nightmare. I wish the rules on marketing and flyering were more clearly understood. Thanks for your keen observation! Night!
keith on December 16, 2009, at 07:30AM – #4
Yes on Larchmont Bl LA Express (hooker paper) goes a step further & they stuff all the free newsracks (including Downtown News)on the blvd with its 'paper.'
Stuffing the paper seems like a better marketing idea than under wiper blades. Around here those mostly get tossed on the ground.
General Jeff on December 16, 2009, at 09:04AM – #5
Last night, I was at 6th and Grand and picked up a copy of the Downtown News from the newsrack and there, too, were the advertisements of the sushi menu and the camera store.
I guess these guys really get around.
Ed Fuentes on December 16, 2009, at 09:42AM – #6
General Jeff: The suahi menu and camera store inserts were legitimate.
Ed on December 16, 2009, at 09:46AM – #7
My understanding is that the inserts for Samy's camera and the Sushi menu inserts were paid (valid) inserts. The young man was then randomly putting in his own inserts for computer repair work at various Downtown News newsracks?
General Jeff on December 16, 2009, at 10:15AM – #8
Oh, okay. Thanks for the clarification, Ed and Ed.
Vero Queero on December 16, 2009, at 10:12PM – #9
I'm saddened to hear that some of the inserts are legitimate. It's one of the few things I don't like about the Downtown News. More often than not, the inserts end up on the ground or floor of a bus or train. They're very annoying.