WINNER OF BEST MARKETING AWARD IN E.L.L SALES AND MARKETING CONFERENCE
ONLY GIRLS IN THE CITY 3 days campaign | November 09-11, 2012
BRIEF FOR AGENCY
1
To create sales promotion campaign to strengthen weak sales in November, before Christmas sale
2
To make sales promotion action – coupons with additional value Budget – 12 000 EUR
3
Date for sales promotion action: 9-11.11.2012 (first weekend after salary payment time)
DECISION:
TO MAKE AN OLD THING IN NEW LIGHT
OLD THING – DISCOUNT COUPONS
DISCOUNT COUPONS EVERYWHERE:
in catalogues
magazines
leaflets with restaurant coupons
Discount books etc.
NEW LIGHT
Specific marketing elements: only for you
Limited offers for limited time
Personalized applying to customer
Quality and easy to use
Strong emotional load
ONLY GIRLS IN THE CITY The denomination was developed according to classical movie Only Girls in Jazz
CLEAR MESSAGE Very clear message – attractive discount for all assortment in the shop, actually 2030 % discount for all goods
ADVISE FROM FRIEND Female friend always is ready to help when selecting things, give advise or just to have nice time in shopping center
TOGETHERNESS It’s nice to do purchases, to drink coffee ant to have small chat
EMOTIONAL SIDE OF THE IDEA
ATTRACTIVENESS
Very clear message – attractive discount for all assortment in the shop, actually 20-30 % discount for all goods And what very important for shopping centre – no need to blow boring bubble about “best offers”, “biggest discounts ever” etc.
Coupons packed in the envelope – a letter only for you; feeling of exclusivity
Limited time for exclusive offers – psychological “pushing” not to miss the right time
WHAT WAS ADAPTED FOR WOMEN? Attractive and easy to use brochure with coupons (perforated brochure)
Special free consultation of stylist (1 hour in shop up to schedule)
Special general coupon in 4 restaurants for coffee break
All offers mainly adapted for women – 40 offers
Product presentations for women
COFFEE BREAK FOR GIRLS The last coupon in brochure – coffee break in 4 restaurants for special price: coffee and dessert for 5.99 Lt/1.7 eur
FREE STYLIST CONSULTATION
PRODUCTS PRESENTATION FOR WOMEN
MEDIA PLAN
We used only: direct mail (mini catalogues in post boxes in Siauliai and Jelgava cities also distribution in SM stores)
2 indoor tents
Direct mail was distributed 2-3 days before the action start
RESULTS – TRAFFIC AND TURNOVERS
28 176 +17 %
24 624 +24 %
14 765 +13 %
1st day, Friday
2nd day, Saturday
3rd day, Sunday
TURNOVERS +75 % (3 DAYS TOGETHER)
RESULTS – EMOTIONAL SIDE
Easy, free mood
Clear, not complicated
With light touch of humor
Very good effect of WOM (words of mouth)
ROI – GOD OF ALL SHAREHOLDERS
Biggest ROI (return on investments) of all campaigns we had EVER
Small costs – big result!
THANK YOU!