A well-established national department store realized the need to upgrade their “discount” image. Having modernized, they wanted to expand their consumer base to shoppers that previously would not consider entering their stores. Previous attempts at image advertising had failed, as sales remained dependent on price-item advertising. Using the existing budget, Hawk was asked to communicate the new image without allowing any short-term drop in sales.
We first researched to better focus the target. A previously broad target of W25-54 was narrowed to mothers with children under twelve. Attacking just this segment, we implemented a spot TV commercial “trilogy” to attract new shoppers with the image message while we continued to sell current customers with the price-item story. Each trilogy promoted a single product line – three spots in every program – in consecutive breaks, demonstrating the quality and breadth and depth of selection. Dayparts and programming were carefully selected. The trilogy provided targeted frequency, while roadblocking was employed on key retail days for effective reach.
Results
Mervyn’s became the strongest performing retailer in their category, with same store sales increasing thirteen percent. Market research also indicated that consumer image of Mervyn’s had dramatically improved.
