Marketing has Never Been Easier: Forty Visits the Grand Opening of The PR Store

Last month, Phoenix welcomed the newest PR Store to open in the country. At first glance, one might assume this is a clever name for an up-and-coming ad agency sweeping across the country, but in fact, it is exactly as the name states: a store for PR.

Upon walking through the cut ribbon of the grand opening, I was greeted by chipper folk in blue shirts with friendly smiles. I was surrounded by games (I won a $100 gift card!), drinks, food, and informative brochures. The store was filled with shelves lined with promotional frisbees, hats, pens, and hacky sacks – everything you would assume to see in a store selling something as intangible as marketing.

I had mixed feelings about such a place upon entering, but didn’t let them affect me whilst investigating the merits of such an establishment. Russ Perry, of Keane Creative, and I pulled aside Wynne Angell, the owner of the newest location, to learn more about this friendly little store.

According to Wynne, they charge a single fee (ranging from hundreds of dollars, to thousands) for their marketing services whether they be web design, logo creation, radio ads, etc. and give their clients 3 revisions – any revisions over this number will accrue an hourly fee of $75. She also discussed the idea behind having an actual store front is so that their clients can come in whenever they want, no appointment needed.

Seems reasonable enough to me. I can see where the idea of this type of business would appeal to a small business owner with no knowledge of marketing who might be looking for a quick set of marketing tools. They walk into PR Store, look at some colorful brochures and branded jar grippers, they sell you on their products, and promise a delivery date in the near future. You’re sold! One problem: marketing isn’t a product.

Similar to a restaurant with an order counter, you choose what marketing services you would like from a menu of options. Want extra pickles? No mayo? Double cheese? You got it! They type your order into the cash register, press enter, and a few minutes later, you have some food. PR Store is no different from this model. You select business cards, a website, and some branded baseball hats. Six weeks later, you have them and you go on your way.

Unfortunately, marketing is not as simple as ordering from a menu. There is the concept of branding, differing markets, changing needs, etc. that must be addressed, and readdressed. Marketing is complex and complicated – more than “would you like a glossy finish with your order?” Marketing is a service, something The PR Store is fresh out of.

The idea of a menu in and of itself is flawed. People should be coming to marketing agencies for guidance, suggestions, research, and help from those who know what they are doing. Sure, the client can get what they want (spicy mustard, please), but do they know what their customers want? Most likely, no. By putting these decisions in the hands of the small-business owner, marketing professionals become obsolete and these important decisions are left to those with no idea what they’re doing.

PR Store might be a good idea for someone looking for standard, run-of-the-mill websites and marketing materials that aren’t targeted, researched, or tailored to meet specific needs. But at least you can be sure to get exactly what you ordered. (Burger King built their company around this idea and it worked okay for them.)

Just be careful when working with an establishment such as this. As I learned when opening my gift card’s envelope back at the office, it was only valid on services totaling $750 or more. Kinda like finding out those extra pickles cost you 75 cents.