Thursday, June 15, 2006
Although I enthusiastically explained in class on Monday my interaction with Johnny, I also had the burning desire to blog about it. As I mentioned earlier, this past weekend I walked into what I thought was a bakery, to be surprised by tee shirts, sweatshirts and underwear. Ok, so maybe this wasn't at all what I was expecting, but I decided to see what all this "buzz" was about. When I say buzz, I actually mean what I had saw 2 weeks prior as I was passing the brand new store on Newbury. The line was so long outside of Johnny Cupcakes that I became intrigued by what was going on. 2 weeks went by and I finally got up the motivation to see what all this hype was about.
Johnny Cupcakes is in fact a clothing company, with a twist. Rather than displaying his items as a 'normal' store would, he centers his store around one large theme, a bakery. Everything is designed to resemble that of a bakery (his clothes come in bakery boxes, the tee shirts lay in authentic refrigerators etc.) The tee shirts were hardly under priced, ranging from 30$-50$, yet that didn't seem to stop any customers from purchasing a shirt. Johnny said the Japanese people adored his clothing, and that became more apparent to me as we stood there talking. Johnny's openness about his company was admirable. He talked about the location which he was in, how his business began, what's in it for the future, as well as the costs of everything... and I mean everything!!
The truth is, according to Johnny, that his company began when he started selling tees out of the trunk of his car when he used to work for Newbury Comics. He said that no further promotions had been run, yet he had received publicity from movies, VH1, MTV and other major networks/magazines/newspapers. He even brought out a recent newspaper report on his store which had come out about 1 week prior in the Boston Globe. Johnny has also created his own buzz by adding himself to Myspace where he has over 10,000 friends. Along with that, located on his website is a blog.
Seriously, if you are ever meandering down Newbury Street with some extra time on your hands, stroll into Johnny Cupcakes. Strike up a conversation with the 23 himself, and see why goals can actually be attained. His feelings, "if it doesn't work out, I'll at least have a good story to share with my kids one day".
WOM, Buzz, & Viral Marketing Communication