Advertising brand awareness and grand opening changes greatly improve growth rate
Need:A national chain was consistently expanding its network year after year and wanted to improve the allocation of advertising to grand opening events. Understanding the impact of each media in the pre and post store opening phases, as well as the effect of existing local awareness levels coming from national advertising, allowed them to significantly improve media execution and sales performance.
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Approach:
Improve the effectiveness of Marketing efforts for grand opening events to improve store launch success.
Success:
Sales increased about 15% within the first 16 weeks of the grand opening, using the same budget but altering the timing and the media mix associated with each phase. In addition, the long term sales were known to be highly correlated with grand opening sales levels, because it gave the consumers the incentive to change their shopping habits.