Retail Industry. Client moved from its 15-year location. A strong franchise with high awareness and excellent customer perceptions and satisfaction, its sales suffered due to the changing purchase habits of its core customers, young adults age 18-34.
Marketing rarely included advertising. However, the company
needed to create excitement about its move and drive traffic to the
new store.
Targeting a 5-mile radius of the store, using cinema,
outdoor and advertising in the restrooms of local bars/clubs, media
created synergy with signage, in-store point-of-purchase displays,
website, newsletter, and newspaper publicity.
A 6-week media plan triggered additional newspaper and broadcast
publicity, which together created awareness about the new address and helped increase sales 20% versus the month prior.
