TACTICAL MARKETING

CASE STUDY

Tactical Shop Merchandising Case Study / Independent Shops

Client: The Guardian Newspapers

Campaign location: 10 major UK cities, covering the top 70 newsagents in each city, across city centres and selected suburbs.

Brief:

Increase awareness of editorial features or special inserts within forthcoming editions of The Guardian.

Campaign Description:

• The top 70 retailers in each city were mapped into a planned route for merchandising teams to follow.
• Field teams were equipped with a variety of POS collateral to suit each type of shop (A3 posters / rigid lean-to boards / A frames / etc).
• City centre teams worked in pairs, so drivers waited directly outside the shop, allowing the merchandisers fast, uninterrupted access to service the retail unit.

All promotion staff members were briefed about the nature and benefits of Student Travel Week, and communicated this to any interested recipients, acting as effective, well-trained brand ambassadors for STA.

Results:

• ALL listed shops were visited and fully merchandised in the allocated timeframe in every city, for each camp.
• Over 1,500 individual pieces of POS were displayed in the retail outlets for each POS push.
• Significant brand loyalty was created with store managers who appreciate the regular visits from the merchandising team to help drive sales.
• The Guardian continues to choose Link Communication on a regular basis for a wide array of tactical merchandising and sampling campaigns, since 2000.