Case Study: Introducing a New Retail Store Concept in the Minneapolis – St. Paul Metro Area. Growing a Multi-Store Chain!
Bring to market fresh concept with no customer base
The Traditional Way
If one were available, which was not the case, purchase franchise and pay ongoing franchise and advertising fees.
The Solutions Marketing 1 Way
Medley of Crowds & TV Spots
Array of Print Ads
Key: SL = Slide Show; FS = Full Screen; i = Information
7 Radio Spot Montage
Press play – hear why 1,000,000 customers visited annually!
At one time, there were no dollar stores, real dollar stores in the Minneapolis, St. Paul Metro Area market, this meant both an opportunity as well as the risk of discovering customers, interrupting usual trips to favored stores and drawing them to a new concept.
To launch a business from scratch, the pulse of the consumer, strengths and weaknesses in a competitive landscape and macro-economic conditions had to be considered. Based on findings that exposed weaknesses, develop a themed old time price entertainment company in the retail business motif was created. Even the detail of background music played within a store and music chosen for radio and TV commercials was used to reinforce this theme. A spokesperson, Buckman, was created and a personality developed to tell the story. Buckman, among other super powers, had the ability to fly at ultimate speeds in-order to locate bargains that could retail for $1 or less.
Further promotion included public relations positioning of a go-to expert with TV and radio guest appearances, press releases, multimedia coordinated advertising strategies; TV spots, radio spots, billboards, print inserts, print display advertising, direct market targeting of home delivery flyer’s, and contests; resulting in well over 1,000,000 customer visits annually. Adhering to low cost guerrilla marketing tactics, business grew through cash flow and without debt!