Thought. Deed. IMPACT.

IMPACT STUDY.

Client Category:

Jewelry

Services Provided:

Print Advertising
Direct Mail
Out-of-Home Advertising
Radio
Media Planning / Buying
Strategic Consultation

Visual used for direct mail piece announcing new location of store

Thought.

A change in address opens up new opportunities for a retail business, but also presents the immediate challenge of letting existing customers, along with those in your new neighborhood, know that you’re there. This challenge was magnified in the case of DeNatale Jewelers whose new location is in the lobby of an office building with no street-facing visibility. CCM needed to help get the word out.

Out-of-home advertising featuring special holiday message

Deed.

A combination of targeted and cost-efficient tactics have been used to reach both past customers and new prospects. Separate mailers were sent to the store’s database of customers and to USPS carrier routes carefully selected in nearby neighborhoods, delivering exclusive discount offers. Local outdoor helped make people working and shopping in the neighborhood know the store was there. And targeted radio reached prospects to promote holiday season sales.

Front: Ad for local lower Manhattan publication "The Broadsheet"; Back: Full page ad in the New York edition of Sophisticated Weddings Magazine

Impact

Foot traffic into the store location has been positively impacted by CCM’s marketing activities, while focus on higher end products has promoted larger transactions.