New Advertising Solutions...
Opportunities:
A Connecticut-based neighborhood food retailer needed to improve the
efficiency of its ad circular
distribution, internal work processes and focus on marketing specific stores
based on downsizing and profitability challenges.
Challenges: Specific stores had special
challenges to increase sales based on other store closings. The effectiveness
of the management of ad circular distribution was suspect.
Solutions: Inexpensive direct mailers were
developed, personalized by each store's manager with multi-week coupon products. Advertising
messages positioned these stores as friendly, convenient, and competitive
alternatives to their large competitors. Circular distribution analysis uncovered both
duplication and voids in distribution.
Results: Store traffic and sales
increased. Duplicated
circular distribution was eliminated. Hand-mailing work by store personnel
to supplement distribution weaknesses was eliminated. Our client saved money
and made money!
