Mess Marketing

There is a feeling that comes with every Kawasaki. A sense of adventure. A spirit that literally makes the soul want to shift some gears. But Kawasaki had a bit of a problem. The places where you went to look at a Kawasaki fell quite a bit short of what one would want from a motorcycle nirvana.

Mess had to create a Kawasaki branded environment to 1) reflect Kawasaki’s spirit throughout the store, 2) help the customer throughout their purchase decision by creating branded and informative materials, and 3) create retail designs that could fit in almost any retail footprint (because no two environments were the same and none were controlled by Kawasaki.

By using the tested and successful 200/20/2 rules of retail marketing, we were able to move a shopper closer and closer to the end goal of purchasing a Kawasaki. This is an interactive technique that give the exact information a shopper needs at the moment they need it in order to help them make the next move on their “path to purchase”. At 200 feet away from the product, we created a sense of delight around what it means to ride. At 20 feet away from the product, we delivered information in short bursts to create the beginning of an informed decision. At 2 feet, we developed a tactile experience. The invitation to sit. The invitation to touch the chrome, put your hands on the bars, imagine the bike on and moving with you in control.

We created a “moment of truth” when the time was right for the shopper to ask all of the right questions to “close the deal. Nirvana, at last.