Promo - January 2008 - (Page 22)

Sherry-Lehmann, a wine merchant in New York City, last month offered free samples of a $10,000, six-liter bottle of Dom Perignon—the equivalent of eight bottles. The treat was a way to get people in store and to promote its new location at 679 Madison Avenue. A two-page ad in the New York Times publicized the event that was expected to be attended by about 300 people. “Not many people get to drink out of a $10,000 bottle of wine,” says Matt Wong, the store’s general manager. The firm runs wine tastings roughly once per week. “Who would say no to a glass of wine?” Wong asks? “It’s a simple concept. People love the word ‘free.’ ” Get in Here! Continued from page 21 TRIED AND TRUE Don’t get dazzled by the hype. While retailers are using new media, they also know old-school marketing can still work wonders. Last November, Coﬀee Beanery sent 28,000 postcards to customers as part of an $85,000 holiday-themed scratch-and-win campaign. The mailer featured images of coﬀee gift sets, specialty drinks and promotional messaging: People who spent $9.99 or more in-store received a game piece for a chance to win a trip to Jamaica. “It’s another way to let customers know what’s going on in-store,” says marketing manager Bob Ashley. “It raises awareness that we have more than just coﬀee.” Midway through the promotion, the chain reported an uptick in sales and foot traﬃc. “A lot of retailers are still looking at traditional means when it comes to driving traﬃc,” says Jay Zemke, vice president of strategic development for Bard, a marketing communications agency. “Sometimes it’s not the big ‘wow’ idea that your audience wants to see or hear.” Fage, a Grecian yogurt brand, ran a sampling program tied to L.A. Fashion Week last October. Brand reps distributed 3,500 samples to attendees, models and designers. They also let people know where they could buy the product and handed out brochures. “Sampling is a great way for people to experience the brand and to drive sales,” says Pam Morrisroe, direct of client services for OgilvyAction, the agency that handled the campaign. “It gets people to change their behavior and make a purchase.”—Amy Johannes chances are good the promotion will be repeated this year, notes David Goldberg, vice president of marketing and sponsorship. “It was a promotion that came off as very fun but truly was very strategic and tactical,” Goldberg adds. Elsewhere online, C&K Market Inc. plugged a holiday game for Ray’s Food Place stores on its Web site. Customers who spent more than $25 received a coupon at checkout with a code to use on the site for a chance to win a host of prizes. Instant-win prizes were distributed in stores as well. As of mid-December more than 38,000 people had registered. “You want people to think about your store,” says director of marketing Dan Cepeda. “Anytime you stop customers whether it’s through radio or something they see, you’re jogging that memory. That’s what helps bring them in.” CRYSTAL BEERS 22 January 2008 / WWW.PROMOMAGAZINE.COM / Promo 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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