Same old prom -- any new marketing?

The New York Times ran a story yesterday about how prom spending -- on gowns, tickets, party vans and salons -- has gone up this year, in spite of the economy.

It's good to see that something is holding steady this year. I wonder if they're managing to keep up the old revenue numbers with the same old marketing. Are prom-centric places depending on general teen-girl prom frenzy to drive store traffic? Or are they using targeted marketing, social networks and other, more sophisticated techniques to keep their heads above water?

I'm genuinely curious. Not being quite the target market for prom goods, I haven't seen anything about prom, aside from a single gown flyer stuck to the window of a subway car. Surely dress emporiums and nail salons are doing more, aren't they?

Is anyone out there the parent of a prom-goer? I'd love to hear what prom marketing you all have seen. Leave comments/stories below.

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