May 4, 2012
Boston, Massachusetts
Inside the GNC store I staked my place in front of an unattended six-foot table wrapped with an electric green and white MusclePharm-branded skirt. A handful of customers milled about, browsing shelves of aggressively marketed pills and powders that promised to make you bigger, faster, stronger, longer. They seemed to be there to shop, oblivious to the evening’s event, a free autograph signing with New England Patriots tight end Aaron Hernandez. He was due in twenty minutes. I was the first—and only—person in line.
Matt Raymond and Aaron Hernandez
To my right a hastily photocopied black and white flyer in a plastic stand sat on a shelf announcing the event. Someone had scribbled out ‘May 4’ and had handwritten “TODAY!”. I looked around at the near empty store. I wasn’t sure the word was getting out. The fine print on the flyer outlined the terms of the signing. An autographed 8×10 was complimentary and required no purchase. But buy any MusclePharm product (except MuscleGel, a low ticket item) and Hernandez would sign any item of your choice. The most inexpensive qualifying product I found was a 300g container of MusclePharm Creatine for $27.99. I would be going home with a free photo.
Three pumped up brand representatives walked through the door and began to unpack heavy stacks of 8x10s and wallpaper-sized posters of Hernandez. Moments later they were greeted by the store manager and for the next several minutes they brainstormed how to increase foot traffic to the signing. The winning idea: a store clerk and one MusclePharm rep would stand on the sidewalk and look for patrons wearing Patriots gear. Once they spotted someone, they would inform that person about the signing.
Speaking as a marketer, this was a shitty idea.
“I think it’s really going to pick up once more people get out of work,” said the manager. “As you can see nobody’s here yet.”
I’m here, I said.
The manager spun his head and pointed a thumb over his shoulder, “Well, we got one person here.”
I suggested to the MusclePharm sales manager—a young man in his twenties who was clearly also a client—that they drag a couple of the mobile product stands out to the sidewalk and tape posters of Hernandez to each side. Then write “FREE Aaron Hernandez signing NOW” across them. That’s a good idea, he said before returning to folding his shirt sleeves precisely around his biceps.
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