Turning your outdoor dreams into a dream outdoors
Client Needs
With the retail market undergoing tough market conditions and a lack of marketing resources available, the client required a proactive strategic marketing approach to grow their business. Effective measurement tools were requested by the client to measure marketing activities in order to determine the exact strategy and product mix offered by the client.
Key Issues
With increased competition and declining trade sales, the client was in need of a new business strategy to maintain their market share and sales.
Promotion
To launch an effective targeted consumer promotion campaign with a minimum marketing budget and advertising expenditure.
Product
Introducing a new range of products and brand extensions to the product mix required the expert advice and services from the team at Blue Frog Marketing to ensure its success.
BlueFrog Solution
Strategic Marketing Planning
Undergoing market assessment and developing a strategic marketing plan over a span of 3 years determined the most effective marketing mix for the client to achieve high monthly sales and profitability for the business.
Promotions
Upon recommendations from BlueFrog Marketing, the client introduced targeted trade promotion activities, which aimed to generate buy-in from the trades market. A range of campaigns were launched in support of this strategy, including; an SMS promotion which resulted in an impressive 8 times increase in Return On Investment compared to direct mail marketing. In addition, live-reads were integrated into the radio advertising component of the plan, which proved more successful in than pre-recorded advertising. Other promotional activities included in the plan were; print advertising, in-store promotions and a direct mail program.
Product & Brand Extensions
BlueFrog Marketing worked closely with the client to identify and launch a range of complimentary products and brand extensions to their existing product mix.
Distribution Channels
Collaboration with suppliers and other supply channels helped to successfully launch a landscaping and design business for the client in 2005.
Branding
Conducting an in-depth market research program revealed that customers associated the business with establishing an “outdoor dream”. This concept was integrated with the overall brand strategy which was aimed at developing an emotional connection with the brand as opposed to focusing on the rational product which was used in past advertising.
Results
Cash sales remained strong, despite declining market growth. Whilst many competitors have stopped advertising activities, persistence from the client to maintain a marketing plan resulted in increased growth for the business irrespective of market conditions.
Want to know more about how BlueFrog Marketing can help your business?
Contact us about how we can align your marketing strategy with your business objectives.
