PROMOTION & MERCHANDISING

CASE STUDY

Promotion and Merchandising Case Study / Ethnic Communities

Client: Moneygram

Campaign location:

Birmingham, Leicester, Bradford, Manchester, Wolverhampton, Luton, Leeds, Coventry, Sheffield, Nottingham, Glasgow, Walsall, Blackburn, Derby, Reading, Oldham, Liverpool, Bolton, West Bromwich, Slough, Rochdale, Burnley, Preston, Brighton, Bedford, Oxford, Southampton, Northampton, Peterborough and Lincoln

Brief:

• Execution of a field marketing campaign merchandising post offices and stimulating demand for the MoneyGram service amongst the ethnic communities which they serve.
• To cover 30 UK Cities and 616 post offices.

Campaign Description:

PHASE ONE - POST OFFICE MERCHANDISING

• Link Communication field teams visited post offices (POs) in areas with high proportions of ethnic and migrant populations.
• Locations were prioritised according to those containing POs which were new to the MoneyGram service, in the most ethnic areas.
• Teams introduced themselves as MoneyGram representatives to the Post Master / shop manager, and explained to them a summary of the new roll-out, and requested to display the MoneyGram marketing material in their PO.
• The teams were equipped with a variety of POS material and collateral, including:
  • Posters (A4 and A3) in a variety of languages to suit core customer base.
  • Leaflets (DL)
  • Window Decals.
  • Promotional Items (Branded balloons, key rings).

PHASE TWO - PROMOTIONAL MARKETING

• After all the POS material had been positioned, the teams proactively promoted the MoneyGram service on the following Saturday during the day, in the two most relevant retail areas, within immediate proximity of the selected POs.
• The promotion staff explained the details / benefits of the MoneyGram service, and handed out marketing collateral (leaflets, branded premium items, etc) to all interested recipients and their families.
• Local populations / shoppers of ethnic origin were prioritised as the core / primary targets.

Results:

• Most post offices targeted showed a good level of interest in MoneyGram and were happy to take and display the promotional material.
• There was already a good level of awareness in MoneyGram from approximately 50% of the POs targeted, but they were keen / happy to have more information for themselves and their customers.
• There was a very positive response to the hand to hand activity. There was a high level of interest expressed in MoneyGram, with the vast majority of people spoken to reporting that they had a definite need for the service and would consider using the MoneyGram service in the future.
• The majority of the questions asked by recipients centred around the following issues:
  • How much the service costs
  • Which countries could be sent money
  • Availability of outlets in destination countries
  • Safety of the service
• The agents were able to answer these questions - and also suggested that they contact the Freephone number for further advice.
• The branded promotional material was well-received by recipients. The balloons were ideal when targeting families as the children generally approached the teams to ask for a balloon.
• The teams reported that the branded caps and T-shirts really helped them to stand out on location. The uniforms helped with the credibility of the campaign as the teams were approaching recipients and delivering their 'sales' pitch.
• Link Communication demonstrated its capability in successfully delivering a major national campaign.