Brooklyn Superhero Supply Store.
On my recent trip, I finally got around to making the obligatory visit to the Brooklyn Superhero Supply Store.
When you read about this place, you tend to read about the zany merchandise and the humour of the place. But while that's all there, what I saw was a great example of marketing to different audiences.
The store itself is designed to be remarkable. It's their display advertising aimed at people such as me who will be intrigued enough to visit and then spread the word about the store and its real purpose.
Interestingly, a number of local people with whom I spoke thought it was just a retail store and were amazed to be told that it was really a front for an after-school education programme. They'd have been even more amazed to know the minuscule amounts that the store earns every day.
But the kids who stream in to use the service are reacting to different marketing. They may well have been intrigued by the display advertising initially, but they pay it no attention now. For them, this false shelving is the marketing. It's the door to the classroom.
They're much more interested in their secret place, their ownership of that place that's inherent in their sharing in that secrecy and their knowledge of what it's giving them.
Display advertising works for some people. To really hook your users you need something more powerful. I made one visit - they keep coming back.