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 the high proportions of ethnic & migrant populations.
• Locations were prioritised to be POs which were new to the MoneyGram service, in the most ethnic areas.
• Teams introduced themselves as the 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 & 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 has been positioned, the teams pro-actively promoted the MoneyGram service on the following Saturday daytime, in the two most relevant retail areas, within immediate proximity to 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 is a good level of awareness in MoneyGram from approximately 50% of the PO's 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 had a definite need of the service and would consider using the MoneyGram service when they needed to.
• 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?
  • Cost of the service?
  • Safety of the service?
• The agents were able to answer these questions - and also suggested that they contact the free phone 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 it's capability in successfully delivering a major national campaign