CASE STUDY 1: We Love Our Customers Promotion (2008-2010)
Create a promotion in February to increase sales and transaction count for 350 stores across the U.S. during a slow-to-average month. The budget was $200K.
Created a multi-tactic promotion to increase number of visits, attract new customers, and encourage referrals. Using focus group feedback and franchisee interviews, I determined that Postnet’s personal, relationship-based service would resonate as a marketing message.
I managed a small team including a writer, website developer, vendor coordinator and graphic designer to implement this promotion.
This promotion was very successful, and has become an annual February promotion since 2008. Every year, customers actually go in to stores and ask when the candy hearts will arrive – this indicates that we have effectively trained customers to anticipate this tradition. The candy is also used as an effective conversation starter by store owners during sales visits and networking meetings.
Bonus Project (Social Media)
In 2010, we used the promotion to officially invite customers to become Facebook fans of PostNet. In the fi rst two weeks of February, our fan-base grew from 60 to 800 fans, and customers started interacting on the wall by boasting about why their PostNet was the best.