TV Campaign
Situation:
Over the past 43 years Stoney Creek Furniture has grown to become Canada’s largest furniture showroom. In partnership with Direct Access Marketing, the company’s approach to marketing had experienced solid success and constant growth through a variety of unaddressed admail campaigns, customer mailings, flyers and radio campaigns.
In 2008, the company could not ignore the prolonged economic downturn that impacted the world which in turn caused a 30% erosion in their traffic and sales. It would have been easy to follow the trend of many retailers: simply cut back on the marketing budget and ride out the storm. But Dennis Novosel, Owner of SCF, sought out a more aggressive tack. And the DA team rose to the challenge with a totally new direction: a plan for a 10-day TV campaign to promote a scratch-and-save sales event.
The success of this approach was utterly fantastic. Over a two week period during and after the campaign, store traffic increased by 50% and sales rose exponentially. Even a mailing to preferred customers two weeks after the campaign attracted dramatically higher-than-usual shopper volumes. Sales records were broken, putting several million-dollar weekends into the books. All in all, it was a great decision to challenge the market and try something new, knowing that Stoney Creek Furniture could count on superb agency support and smart in-store execution.
Results:
The introduction of a new media channel – TV – produced a 50% surge in store traffic. The effectiveness and appeal of the TV spot drew in a far broader range of shoppers than previous tactics. Even existing customers were drawn to respond to the new messaging, and sustained consumer interest turned sales trends in the right direction.
