With multiple store locations in a major Midwest metro market, this retailer was worried because:
- It had the same name as an insurance company.
- Demand of its core product (pool tables) was weakening as the area’s economy (closely tied to a single industry) imploded.
Knorr Marketing’s analysis of the retailer’s situation also pointed to weak merchandising and lack of promotional pull-through in advertising messages.
The solution for this retailer did not require it to change its name. Instead, we used a portion of the name repetitively in conjunction with other words, to craft a stronger brand positioning statement.
In addition, Knorr Marketing:
- Improved advertising messages with stronger merchandising.
- Encouraged product line diversification. Client added spas (hot tubs), swimming pools and fireplaces. Because additional lines were confined to the same square footage, there were no occupancy increases.
- Employed a click-and-brick strategy by developing a very robust website for the retailer, featuring online specials and downloadable coupons, that encourages in-store visits.
- Employed strong Search Engine Optimization (SEO) and Pay-Per-Click (PPC) campaigns to drive online traffic to the retailer’s website.
Results:
While traditional media, such as direct mail and ROP have not been totally abandoned, the retailer’s website has become their chief customer-generator, encouraging in-store visits.
Compared to traditional media, the lower-cost of online marketing has enabled client to reduce their advertising budget by 40%.
