Case Study for Agency
03-1012313-933

Situation

Of book superstore chains, Borders and Barnes & Noble stand alone. To
most people they're pretty much the same. Both have knowledgeable
salespeople. A casual, relaxing shopping experience. 150,000 titles per
store. A cafe. Top selling titles. Competitive prices.

They're so alike, creating advertising that would distinguish Borders
from B&N is tough.

We needed to know more.

Solution

Using ethnographic research, we studied how people relate to these
brands in a cultural context. We discovered a significant difference in
the personalities of the two chains.

Borders customers enjoy a more intimate experience with their
bookstore. An experience based on their specific interests.

They also appreciate the eclectic selection, far beyond the
bestsellers. They like salespeople who are more like peers than
authorities. They like being exposed to new things. They're curious
and, no matter what they want to learn, Borders is where they go to
find out.

Results

"Find Out" became the cornerstone of a thoroughly integrated marketing
campaign which helped launch 165 new stores in three years.

It contributed to 11.4% increases in comp store sales during the 1996
holiday season -- an exceptionally strong performance when compared to
competitors and to retail in general.

Find Out was an easily understood positioning.

Understanding and exhibiting Borders' distinctive point of difference
was critical in new markets because Barnes & Noble usually already had
a store in the same market.

Moreover, the Find Out campaign was perfect for a co-op TV campaign
for the important holiday season. This campaign of 45 customized TV
spots demonstrated the depth and breadth of Borders' selection in an
inexpensive way. Average production cost per spot: 2500. Plus it
enabled Borders to pool 2 million dollars in new money (i.e. co-op
funds from vendors) for a national cable TV holiday blitz.