Outdoor and print combo helps boost sales at Bradbury’s
Objectives:
- To boost pre-Christmas sales of ALNO kitchens during autumn 2009
- Raise the profile of the lower priced kitchen ranges amongst a wider audience
Strategy:
- To promote a complete kitchen, with appliances and granite worktop for £10,000
- To position the lower ranges as a more affordable German kitchen product
Tactics:
- Bradbury’s used outdoor advertising for the first time.
- This included strategically placed adshels and billboards to reach a wider audience than its
usual glossy lifestyle magazines
- Spots were taken in high footfall / traffic areas in Exeter city centre and en-route to the showroom.
- Print media supported the above, with additional insertions taken in Devon’s regional lifestyle publications.
- Local magazines were targeted for timely press coverage to highlight the offer and fabulous local showroom.
- The offer ran on Bradbury’s website, using the same visuals for a consistent approach.
- A leaflet was also created which carried the offer allowing staff to email / post to enquirers and
act as an explanatory device in-store.
- Bradbury’s fitted a kitchen display with a retail price of £10,000 so visitors could fully appreciate the
quality of the kitchen and appliances
Creative:
- New creative was designed to focus on the lower ranges and communicate the offer.
- Minimal copy was used for the adshels as the viewing time is very short.
- The consumer was asked to search for ‘Bradburys Exeter’ giving them a memorable phrase to Google
Results:
- Bradbury’s sold 2 kitchens directly off the back of the campaign and was able to up sell the kitchen with
an average order value of £20,000
- Website hits increased by 31% compared to the monthly average during the campaign
- The showroom and offer was featured in a double page spread article ‘Shop of the month’ in Exeter Living in
September and a full page editorial in Living Devon
Thanks to highly targeted media campaign and a realistic promotional offer Bradbury’s made a significant return on a small investment and raised their profile still further.
