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Retail PR: Location, Location, Location

Public relations professionals are tasked with keeping their clients in the minds of customers. To accomplish this challenge, we employ an arsenal of weapons that leverage various assets from marketing strategies and advertising campaigns to digital brand identity platforms and old-fashioned storytelling.

However, as this article in The New York Times explains, nothing creates a lasting impression in the mind of the public more than being in their line of vision. It’s all about location. For small business owners, kiosks present an opportunity to be in the middle of the public where customers have 360-degree exposure to the company’s products—all with minimal overhead.

Is this the future of retail public relations? Are storefronts going to be rendered archaic as new, smaller and more nimble businesses gain traction? This same principle happened in the food business, where food trucks revolutionized the restaurant industry by offering customers on the move quality products at reasonable prices. Instead of becoming a destination for customers, food trucks and kiosks go the extra step of meeting people half way. And this makes sense.

Public relations is a competitive, proactive endeavor. Brands and companies should make an effort to be where customers already are, and smaller more mobile venues offer this ability. Perhaps the retail industry is poised for evolutions that food trucks and food carts have already leveraged. And if so, is the public ready for such changes in their shopping habits? Are we ready for a Nike kiosk or Gucci truck outside of our office, or do we still want the traditional shopping mall experience?

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