Case Study for Agency
03-1012356-684

In 1994, Farah wanted us to find an immediate, effective way to
communicate the advantage of their no-wrinkle, no-stain slacks to
Sears customers. We recommended a very personal approach: Deliver
the message through every Sears menswear sales associate. We blitzed
Sears stores with our “Write Your Own Ticket” promotion, an effort
that included in-depth product information and offered instant-win
prizes for every pair of slacks sold, as well as a chance for a winning
associate to choose a grand prize resort destination. Delivering solid
product training, the promotion gave Sears sales associates the
incentive to become knowledgeable Farah sales associates.

“Write Your Own Ticket” was targeted at Father’s Day, 1995, and was
bolstered by high-profile ads in USA Today and a special sales price.
Not only did the promotion move the 40,000 pairs of slacks Farah had
anticipated selling during the special period, but the fired-up sales
force carried the momentum beyond the time allotted for the promotion,
and moved four times the sales goal—160,000 pairs. Sears chose Farah
U.S.A. as one of its prestigious vendors of the year for 1995.