Case Study for Agency
03-1012131-914

SITUATION:
The client (an athletic apparel retail chain) had not advertised at
significant levels in the past. Research showed that the retailer did
not have a distinctive brand personality. As competition from national
chains heated up, this retailer fell into the pattern of overreliance
on short term price promotions that fail to create loyal customers.
Comp store sales for the past few years were flat.

MARKETING CHALLENGE:
Create an memorable campaign that communicates "this store is
different"
and boost the ad budget to allow for impactful levels of broadcast
advertising.

APPLICATION OF SOLUTIONS:
Position the retailer as a "cool place for teenagers to shop" and
develop a campaign theme that will appear consistently in all media
(TV, radio, billboard, in-store). Tag TV and radio with a unique
promotional offer to drive consumers into the store during a key
selling period.

RESULTS:
Comp store sales in test markets increased 13% while comp store sales
in all other markets increased only 5%. The promotion "paid out" with a
significant return on investment. Sales for test market stores
continued to outperform all other markets for several months beyond the
end of the ad campaign.