New, More Efficeint Advertising Solutions

Opportunities:  A Connecticut-based neighborhood food retailer needed to improve the efficiency of its ad circular distribution, internal work processes and focus on marketing specific stores based on downsizing and profitability challenges.

Challenges:  Specific stores had special challenges to increase sales based on other store closings.  The effectiveness of the management of ad circular distribution was suspect.

Solutions:  Inexpensive direct mailers were developed, personalized by each store’s manager with multi-week coupon products.  Advertising messages positioned these stores as friendly, convenient, and competitive alternatives to their large competitors.  Circular distribution analysis uncovered both duplication and voids in distribution.

Results:  Store traffic and sales increased.  Duplicated circular distribution was eliminated.  Hand-mailing work by store personnel to supplement distribution weaknesses was eliminated.   Our client saved money and made money!


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