Toying with new ideas

Entrepreneur, April, 2003 by Elizabeth J. Goodgold

Sometimes, the tried and trite doesn't work--just ask Edward Roberts, co-founder and CEO (chief excitement officer) of Zoinks!, a 7,700-square-foot toy store in Boston.

Instead of approaching traditional toy customers, Roberts, 34, and his partner, Thomas Brown, 35, decided to bring a new segment into their store: singles. Believing this market was under-served, the partners hosted a successful singles night during the 2002 Christmas season. It was promoted via a guerrilla campaign--students dressed in animal costumes on busy street corners. At the party, guests mingled amidst Lincoln Logs and trivia games--and they shopped.

Since their store is set apart by unique products, the partners also wanted to tap into Boston's robust arts environment and proximity to universities. The store is already a contributing sponsor of the local Phoenix Music Awards. In August, it will be host to a film festival.

Roberts and Brown have found that playing around with unique marketing ideas wins sales and customers. In May, they're opening a 10,000-square-foot store in Providence, Rhode Island.

ELIZABETH J. GOODGOLD is author of the monthly newsletter Duhl Marketing. Write her at liz@nuancing.com.