Promo - January 2008 - (Page 21)

Retail Report If you want to generate buzz, give people something to talk about. That’s what Lane Bryant is doing with its first-ever viral campaign for the Right Fit denim line—it’s getting women to blog about the collection. The approach is one way retailers are using non-traditional tactics to draw customers to stores. “Retailers are kind of all over the place,” says Ben DiSanti, director of planning and perspectives for promotional agency TPN. “They’re always [ready to try] new things.” Last August, Lane Bryant introduced a handful of bloggers to the jeans and encouraged them to give the styles a try. Soon word started to spread. Now between 500 to 600 blogs and Web sites are talking up Right Fit. “The thing exploded,” says Jay Dunn, Lane Bryant’s vice president of marketing. “Five years ago people would have gotten a letter in the mail; now they’re sharing this online. New media gives people the opportunity to become instant brand advocates.” The viral effort is part of a strategy that includes direct mail, print ads and e-mail marketing. So far it seems to be working. The chain is reporting “double-digit” sales increases above its forecast, Dunn says. The campaign will run throughout 2008. Bloggers are also plugging Lane Bryant’s in-store promotion: People who try on a pair of the jeans receive a redemption card for 35 free music downloads from eMusic. As of last month, more than 11,000 people had redeemed the offer. Other companies are staging events to lure customers. Office Max uses its 4,594-pound rubber-band ball to promote store openings or remodelings, giving visitors a chance to see the ball up close and take home branded premiums. “Hundreds of people flock to see it,” says Bob Thacker, senior vice president for marketing and advertising. “It makes the brand come to life. It’s one way we’re trying to add excitement around the store.” Office Max is promoting ball appearances via radio spots, remotes and newspaper ads. Its next stops will be in February at five new Florida stores. “There’s a lot of competition,” says Mike Gatti, executive director of the Retail Advertising and Marketing Association. “You’ve got to give people a reason to come into the store.” Stacy Furniture, for example, is staging on-court promotions at Dallas Mavericks games to talk up a conditional rebate offer it launched Jan. 4, tied to the team’s success in the National Basketball Association playoffs. People who buy furniture from the five-store chain through Jan. 31 will receive scratchVanity used 42x80-inch window off vouchers ranging graphics to promote artist sneak peeks at new from $200 to $10,000. Rihanna’s new “Good Girl Gone apparel. On averIf the Mavericks win Bad” CD and a sweepstakes, which drew 8,000 online entries age, Vanity e-mails the NBA championand 1,300 via text message. have a 37% open ship, customers will rate, says director receive their rebate. of marketing Jodi Tollefson. Reps will plug the promotion The 200-store chain also uses text and the team sponsorship through messaging to push people through mini-events at select Mavericks its doors. games, in addition to running 30“It’s a smart way to communisecond TV spots and sending direct cate with our customers,” Tollefson mail pieces. SCA Promotions is hansays. “It’s immediate and it’s wanted dling the campaign. advertising.” “A similar promotion [involving Then there are coupons. Taubman the Boston Red Sox] was done in the Centers Inc. had toll-booth workNortheast with Jordan’s Furniture. ers distribute vouchers last Nov. So we thought, why not try it?” says 23—“Black Friday”—to the first 2,007 Dorian Stacy Sims, Stacy Furniture’s people that entered the United States president. “It’s something that excites from Canada through the Detroitthe customer.” Windsor Tunnel. Each was good for E-mail is also a key tool for gena $20 gift card at the company’s four erating store traffic. Vanity stores Detroit-area malls. send monthly e-mails to the more The result? About 25% of the than 50,000 members of its Fashion coupons were redeemed. And Link loyalty program. Offers include Continued on page 22 everything from sales and coupons to Promo / WWW.PROMOMAGAZINE.COM / January 2008 21 http://www.vanityshops.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - January 2008

Promo - January 2008 Contents Editor's Note Viral But Virtuous Slap Shot Power Chords Tuning In Auto Play Trekkies Unite Commentary Retail Report: Get In Here! Generating Store Traffic Yankee Candle Shopper Marketing What Seniors Want Cyber Stumping Party Hearty Q & A: Paper Trail Ambush Marketing The Agency Center Resource Center Back-End Foundation Index of Advertisers

Promo - January 2008

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