Promo - February 2008 - (Page 14) B rian Q uinton RETAIL YOUNG BUT NOT STUPID Entrepreneurs started early in getting attention It Used to be easy in 1992. When Robert Wolfe wanted to attract customers to the first Moosejaw Mountaineering outdoor store in Keego Harbor, MI, he and his co-founders came up with a simple plan. “We had the employees go outside and start playing ball in the parking lot,” says Wolfe, then 22. “That drew a crowd.” Fifteen years later, Moosejaw is still drawing crowds, Wolfe is CEO of a chain of six stores in Michigan and Chicago, and sales are increasing by 50% to 70% every year. And while the bats and balls have been put away in favor of more organized promotional tactics, the company still Point-of-purchase discounts are a retail staple; determining the size of the rebate with a game of “Operation” is Moosejaw’s uniquely skewed take on that tradition. tries to slant its marketing efforts to convey the notion that twenty-somethings are running the store. For example, last fall the company ran an e-mail promotion around Marmot foul-weather gear: Customers who bought $200 worth of Marmot apparel got a free Marmot Precip rain jacket, a $100 value. “At the same time, we put a little tag on the e-mail that said, ‘All the kids are dressing up as a Precip for Halloween this year’,” Wolfe says. “We have the great product, but then we put some stupid little twist to it that makes us stand out from everybody else.” That promotion hiked sales of Marmot gear by more than 300%, he says. 14 February 2008 / WWW.PROMOMAGAZINE.COM / Promo http://moosejaw.com http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - February 2008 Promo - February 2008 Contents Editor's Note Reality TV Products Rebound - Soon? The Real World Young But Not Stupid Social Tease Health Quencher How Effective? Big Game in Big Easy Commentary Mailbox Marketing Q&A: Coke's Kruse Control Gift-Card Monte Room Service The Agency Center Resource Center Can't Beat Loyalty Index of Advertisers Promo - February 2008 Promo - February 2008 - Promo - February 2008 (Page Cover1) Promo - February 2008 - Promo - February 2008 (Page Cover2) Promo - February 2008 - Contents (Page 3) Promo - February 2008 - Contents (Page 4) Promo - February 2008 - Contents (Page 5) Promo - February 2008 - Editor's Note (Page 6) Promo - February 2008 - Editor's Note (Page 7) Promo - February 2008 - Reality TV Products (Page 8) Promo - February 2008 - Reality TV Products (Page 9) Promo - February 2008 - Rebound - Soon? (Page 10) Promo - February 2008 - Rebound - Soon? (Page 11) Promo - February 2008 - The Real World (Page 12) Promo - February 2008 - The Real World (Page 13) Promo - February 2008 - Young But Not Stupid (Page 14) Promo - February 2008 - Young But Not Stupid (Page 15) Promo - February 2008 - Social Tease (Page 16) Promo - February 2008 - Social Tease (Page 17) Promo - February 2008 - Health Quencher (Page 18) Promo - February 2008 - Health Quencher (Page 19) Promo - February 2008 - How Effective? (Page 20) Promo - February 2008 - How Effective? (Page 21) Promo - February 2008 - Big Game in Big Easy (Page 22) Promo - February 2008 - Big Game in Big Easy (Page 23) Promo - February 2008 - Big Game in Big Easy (Page 24) Promo - February 2008 - Commentary (Page 25) Promo - February 2008 - Commentary (Page 26) Promo - February 2008 - Commentary (Page 27) Promo - February 2008 - Mailbox Marketing (Page 28) Promo - February 2008 - Mailbox Marketing (Page 29) Promo - February 2008 - Mailbox Marketing (Page 30) Promo - February 2008 - Mailbox Marketing (Page 31) Promo - February 2008 - Q&A: Coke's Kruse Control (Page 32) Promo - February 2008 - Q&A: Coke's Kruse Control (Page 33) Promo - February 2008 - Gift-Card Monte (Page 34) Promo - February 2008 - Gift-Card Monte (Page 35) Promo - February 2008 - Gift-Card Monte (Page 36) Promo - February 2008 - Gift-Card Monte (Page 37) Promo - February 2008 - Room Service (Page 38) Promo - February 2008 - Room Service (Page 39) Promo - February 2008 - Room Service (Page 40) Promo - February 2008 - Room Service (Page 41) Promo - February 2008 - Resource Center (Page 42) Promo - February 2008 - Resource Center (Page 43) Promo - February 2008 - Resource Center (Page 44) Promo - February 2008 - Resource Center (Page 45) Promo - February 2008 - Resource Center (Page 46) Promo - February 2008 - Resource Center (Page 47) Promo - February 2008 - Resource Center (Page 48) Promo - February 2008 - Resource Center (Page 49) Promo - February 2008 - Resource Center (Page 50) Promo - February 2008 - Resource Center (Page 51) Promo - February 2008 - Resource Center (Page 52) Promo - February 2008 - Can't Beat Loyalty (Page 53) Promo - February 2008 - Can't Beat Loyalty (Page 54) Promo - February 2008 - Can't Beat Loyalty (Page 55) Promo - February 2008 - Can't Beat Loyalty (Page 56) Promo - February 2008 - Index of Advertisers (Page 57) Promo - February 2008 - Index of Advertisers (Page 58) Promo - February 2008 - Index of Advertisers (Page Cover3) Promo - February 2008 - Index of Advertisers (Page Cover4)
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.