RELIANCE DIGITAL : 1st Anniversary Promotion ..

  • 403 views
Uploaded on

This is kind of a RETAIL MARKETING play Book for all retailers especially specilaity retailers to really create buzz and enhance business

This is kind of a RETAIL MARKETING play Book for all retailers especially specilaity retailers to really create buzz and enhance business

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
403
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Reliance Digital Marketing & Consumer Experience CDIT Marketing Review – May 08
  • 2. ng ac t i vi t i es … . St ore P rom “1s t R i anc e D gi t al Anni vers ary el i P rom i ons ” ot M 2008 ay
  • 3. i t al Anni vers ary … . The Genes i s of Idea : To c reat e an “annual propert y” w c h w hi oul d be branded and on t he l i nes of any i nt ernat i onal s hoppi ng f es t i val s and prom ed year ot on year duri ng t he s am peri od Apr/ M . Thi s w e ay oul d be pac kaged around s t rong prom i ons w c h w ot hi oul d have a t hem i c / c om on t hread t o i nt egrat e at m i t w t h c om uni c at i on and al l t he ot her el em s t o bri ng i n t he W f ac t or i m ent OW t o t he c ons um . er OB JECTIVE i s t o dri ve i ns t ant c onvers i ons / bui l d Foot f al l s duri ng t he l ow s eas on by of f eri ng at t rac t i ve prom i ons w c h c oul d be bas ed on val ue / ot hi pri c e / s ervi c e or experi enc e dri ven by Innovat i ve c om uni c at i on and ac t i vat i ons at s t ore . m D ATION UR 1s t M – 31s t M 2008 ay ay 31 days SCOP E W l l be ac t i ve ac ros s al l 5 s t ores of R i anc e D gi t al i el i - Shi pra – N CR - Am enc e – N bi CR - M t hi l i - N ai avi M bai um -P res t i g – B angal ore -B anj ara – H yderabad
  • 4. 1s t D gi t al Anni vers ary i … The P Promi on :– Shop at any Rel i ance rom ot i on ot K ey Fac et s The Di gi t al st or es and get a c hanc e t o w n a i CAR w n D l y pri zes f or eac h of t he 31 days . Al so get a coupon f or f r ee ser vi ce , i ai heal t h check f or your appl i ance. The P ropos i t i on : “ P roduc t i s t he H ero “ t o f or ef r ont t he anni ver sar y pr om i ons wi t h som of ot e t he key SKU’ s whi ch woul d be adver t i sed based on val ue or pr i ce t hr eaded i n l oul n t as t he m n i on. ul The m ai ks seam essl yd i ac t he com uni cat s t i m us cor e of f er i ng whi ch woul d be t he pr oduct t hat w woul d be avai l abl e f r om us at t he best val ue dur i ng t hat per i od B rand P ropert y – The Anni vers ary Logo al l enge was t o cr eat e a si ngl e l ogo uni t t hat woul d act as t he key nt i n bei ng i dent i f i ed wi t h t he consum s , er m e at t r act i ve l ogo uni t whi ch wi l l com uni cat e t he es sence pl m duce t he aspr at i onal hook of car t o c r eat e a c om posi t e uni t e f l exi bi l i t y of t he uni t t o be i m em pl ent ed ac r os s act i vi t i es and m edi um hout l osi ng any of t he qual i t i es xc i t em ent “ Saat B e ka Si kandar” aj a sub br anded pr oper t y t hat woul d encom pass t he el em ent ci t em ent t hat woul d be cr eat ed at t he st or e , t hr ough dai l y pr i zes l d m ent um t owar ds t he gr and f i nal e . om uni t t o depi ct t he event / act i vi t y wi t h i n t he st or e uni t t o act as a f or ce m t i pl i er over and above t he m n br and uni t t o ul ai uce i nt endi ng & pr ospect i ve cust om s t o com t o t he st or e er e Raf f l e dr aw t o t ake pl ace ever y day at 7 PM hence
  • 5. 1s t D gi t al Anni vers ary i … The Pc e Coupons ot Kured Gi f et ervirom i on :– As sey Fac t s dea was t o i dent i f y a as sur ed gi f t t hat woul d be easy t o pr ocur e n t he l i m t ed t i m and al s o econom cal / however hol d v al ue t o t he i e i m s . er - pr om e Rel i ance Res q as t he t ot al ser vi c e pr ov i der ot f r om Rel i ance Di gi t al - Hel p i n gener at i ng at t ached r evenues t hr ough t he di st r i but i on of t he f r ee heal t h check coupons - Al l ows t he cus t om er t o get a f r ee pr oduct check up at RESQ. - Cost t o be shar ed equal l y by m ket i ng & ser vi c e based on ar r edem i on pt - Cus t om er shal l get a ser vi c e c oupon f or a m ni m i um pur c has e of Rs. 1, 500 Pr i nt ed 26000 / di s pat ched 22000 R f l e Coupon af l d act as t he key i nt er f ace of t he pr om i on wi t h ot cust om er obj ect i ve was t o keep i t si m e yet at t r act i ve pl cat ch al l t he dat a f i el ds r equi r ed t o capt ur e cr i t i cal dat a of t he cust om er Tot al Quant i t i es pr i nt ed 40000 / di spat ched 35800 ng: m er get s a Raf f l e coupon f or a m n pur chase of Rs. 1500 and on ever y Rs. 10, 000 i ur chase. ase val ue of Rs. 1, 500 t o Rs. 10, 000: 1 coupon ase val ue of Rs. 10, 001 t o Rs. 20, 000: 2 coupons et c
  • 6. al Anni vers ary … . Marketing Activities to support event / festival led promotions 1 P res s Advert i s i ng – ATL 2 N s paper Ins ert s ew 3 SM Cam gns S pai To c om uni c at e t he great of f ers on s el ec t SK s t o a w der audi enc e m U’ i duri ng t he prom i on peri ods ot - B TL Us e new paper i ns ert s t o c om em s pl ent pres s advert i s i ng and al s o m ni m ze i i on c os t s w here i n c at c hm ent i s w l and t he m um us ed el edi i s m t pref erred . os t o c om uni c at e t he al l l ead of f ers t hat ’ s on prom i on t hrough SM m ot S bl as t s t o al l R i anc e One M bers el em 4 P ubl i c Announc em ent i n s t ore 5 Vi s ual M handi s i ng erc 6 Event s & Ac t i vi t i es 7 P … W nners R . i Al l l ead of f ers t o be announc ed t hrough t he P s ys t em w t hi n t he A i s t ore In s t ore ac t i vat i on of prom i ons t hrough at t rac t i ve vi s ual ai ds t o prom ot pt purc has e behavi or To bui l d a f es t i ve at m phere w t h i n t he s t ore t o generat e exc i t em os i ent / i nt erac t i vi t y and f un am ong t he c us t om ers D ve brand / f oot f al l s and bui l d hype around t he event t hrough ri publ i c i t y . The
  • 7. 1s t D gi t al Anni vers ary i t he ATL el em ent s The Creat i ve Chal l enge –  To i nt egr at e al l t he el em ent s i nt o one com uni cat i on f or m wi t hout m s si ng m i out on t he over al l ess enc e of t he pr oduct s of f er i ng and t he anni ver sar y f eel . Br i ng out t he Her o pr om i ons i n t he ot f or e f r ont t o dr i ve i n f oot f al l s / f or t he SKU and t he r el at i v e br i c k. W eek 1 – Ac t i vi t y …
  • 8. 1s t D gi t al Anni vers ary i t he ATL el em ent s W eek 2 & 3 Ac t i vi t y Bui l d on t he i ner t i a cr eat ed i n t he f i r st week Br i ng f r eshness t o t he cr eat i ve t hr ough br i ngi ng i n t he f am l y el em i ent t hem i c al l y and i nt egr at i ng i t wi t h at t he over al l s t r uct ur e .  change som of t he SKU’ s on of f er e st post t he 1 week f eedback t o st r engt hen t he val ue pr oposi t i on t o t he consum s er …
  • 9. 1s t D gi t al Anni vers ary i M agi c @ St or e … c e M t i pl i er Ef f ec t : ul m ne t he syner gi es of ATL com uni cat i on wi t h t he VM act i vi t y at st or e bi m i l d t he i n st or e com uni cat i on and event el em m ent s on t he basi s of t he m n t hem so hav ai e h im pact on t he m nd of t he cust om i er . ATL Consumer Experience VM Vi sual M chandi si ng woul d act as t he key i nput t o hel p i n bui l di ng an i m er age f or t he pr om i on ot wi t hi n t he st or e , by cr eat i ng a aur a / envi r onm ent about t he anni ver sar y depi ct i ng i t t hem i cal l y at Acr oss al l t he st or es / i n t ur n enhanci ng and act i ng as a f or ce m t i pl i er ul t o bui l d hi gher conver si ons And wal k t r oughs.
  • 10. 1s t D gi t al Anni vers ary i El em ent s Elements thought about : - 3 D & 2 D Gate -Promo Area podium display with backdrop -Show windows -Drop Downs -Floor Graphics -Standee Cutouts -Content Animation -Banner Standee - A 4 Standee -Wobblers - A 4 Pre-printed signage … The VM
  • 11. 1s t D gi t al Anni vers ary i … Gl i m pses @ St or e Gat e : 3 di mens i onal gat e c r eat ed f or s t andal one st or es l i ke Vashi & Banj ar a Hi l l s, as i t gi ves l ot of vi sual com uni cat i on about m pr om i on happeni ng i n t he st or e as ent r ance i s t he f i r st VM cont act ot poi nt . W l ear ned t hat 3 D gat e i s not vi abl e f or Vashi st or e due e wi nd pr essur e i t f al l down on t he 2 nd day of i m em pl ent at i on.
  • 12. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : 3 di m ensi onal gat e i m em pl ent ed on ent r y & exi t at Banj ar a Hi l l s, Hyder abad.
  • 13. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : 2 di m ensi onal gat e i m em pl ent ed f or t he st or e whi ch par t of a M l pr oper t y. St or es at al Shi pr a M l & Am ence M l . al bi al
  • 14. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : Gat e i m em pl ent ed on ent r y & exi t at Cunni gham Rd, bangal or e.
  • 15. 1s t D gi t al Anni vers ary i Glimpses @ Store Show W ndow D s pl ay : Show i i wi ndows at Shi pr a M l r eal cr eat ed and added new el em ent s l i ke m annequi n, pr oduct s, pr ops al ong wi t h backl i t backdr op. …
  • 16. 1s t D gi t al Anni vers ary i … Glimpses @ Store Foc al st or e has el br andi P nt D s pl ay : I n f r ont of ent r ance of t he oi i t her e wer e Key Focal Poi nt di spl ay cr eat ed whi ch em ent s l i ke Ci r cul ar Pr om Podi um wi t h backdr op o ng al ong wi t h pr oduct s.
  • 17. 1s t D gi t al Anni vers ary i Glimpses @ Store Foc al P nt D s pl ay : Var i ous oi i f ocal poi nt di spl ay i n ent i r e st or e wi t h var i et y of pr oduct and com uni cat i on m …
  • 18. 1s t D gi t al Anni vers ary i Glimpses @ Store D ropdow : I nst ead of n dangl er s, l ong Dr opdowns suspended i n ent i r e st or e t o get m e and cl ear or vi si bi l i t y …
  • 19. 1s t D gi t al Anni vers ary i … Glimpses @ Store Fl oor Graphi c s : Thi s el em ent f i r st t i m i n Di gi t al St or es. e el em ent t o com uni cat e of f er m i m em pl ent i n ent i r e st or e on ent r ance, gangway et c. has been i nt r oduced f or t he Thi s i s one of t he st r ong and pr om t hem o e. I t i s var i ous space l i ke ai sl es,
  • 20. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cut out s : Sel f st andi ng cut out s cr eat ed t o br eak t he m ass ver t i cal com uni cat i on as i t has shape cut out s t o dr i ve m cust om er at t ent i on. Cut out s st andees pl aced i n ent i r e st or e on var i ous l ocat i ons.
  • 21. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cut out St andees
  • 22. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cont ent B randi ng : An ver y i nnovat i ve m eans of i n- st or e com uni cat i on. Ani m ed cl i p cont i nuousl y pl ayed i n m at exper i ence pr oduct s l i ke LCDs, Lapt ops & deskt ops et c.
  • 23. 1s t D gi t al Anni vers ary i Glimpses @ Store St andee : Fur t her ext ensi on t o ver t i cal com uni cat i on, we have al so m used banner st andees. …
  • 24. 1s t D gi t al Anni vers ary i … Glimpses @ Store T & C St andee : I t gi ves cl ear i dea about pr ocesses and obl i gat i on i nvol ved i n t he pr om o. Thi s st andee pl aced near Cash Ti l l s.
  • 25. 1s t D gi t al Anni vers ary i Glimpses @ Store A 4 St andee : A 4 si ze cut out st andees kept on t he Gondol as, Fi xt ur es et c. t o cr eat e r ecal l val ues. …
  • 26. 1s t D gi t al Anni vers ary i … Glimpses @ Store W obbl ers : Agai n sm l VM el em al ent kept i n Gondol as, Endcaps & ot her f i xt ur es et c. .
  • 27. 1s t D gi t al Anni vers ary i … Glimpses @ Store P rom D s pl ay : Pr oduct based pr om ( Her o Of f er ) wi t h o i o Fr eebi es di spl ayed on f ocal poi nt s t o cr eat e exci t em ent about Her o Of f er s.
  • 28. 1s t D gi t al Anni vers ary i … Glimpses @ Store A 4 Si gnage : Pr e- pr i nt ed si gnage paper suppl i ed f r om m bai t o al l st or es. Al l t he f l oor or anni ver sar y of f er s um bei ng di spl ayed on t hi s si gnage.
  • 29. 1s t D gi t al Anni vers ary i … Glimpses @ Store A 4 St andee : Al l t he pr oduct based Her o Of f er s wer e com uni cat ed t hr ough A 4 cut out st andee m
  • 30. 1s t D gi t al Anni vers ary i Glimpses @ Store A 4 St andee …
  • 31. 1s t D gi t al Anni vers ary i ka Si kander … D l y Luc ky D ai raw @ 7pm Saat B e aj
  • 32. 1s t D gi t al Anni vers ary i … The Gr and Di spl ay Grand P ze D s pl ay ri i  I dea was t o showcase t he gr and pr i ze “ Honda Ci vi c Car “ at as m any l ocat i ons as possi bl e dur i ng t he weekends t o dr i ve exci t em ent and buzz ar ound t he anni ver sar y f est i val .  t he cost of act i vi t y was ni l and t he i m pact of t he sam on cust om s e er and com pet i t i on was r em kabl e . ar