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Market Situation: |
U.S. Shoe, the owner of the Freeman Outlet Mall in Beloit,
Wisconsin, was meeting with Chicago advertising agencies
to see who could help them with marketing ideas that that
would increase store traffic without resorting to deep discounting.
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Our Solution: |
Instead of the traditional sales themes for the category.
We made truth the foundation for the campaign. We created a
series of messages, deliberately under-produced to convey
that the values at our stores were strong. So strong in
fact, there was only a modest amount left for an advertising budget.
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The Result: |
Following the broadcast of the campaign,
sales figures were compared to the previous
year over the same period. The documented
results showed that sales increases at the
stores in the mall ranged between 34% and 257%.
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