DMA 360 is a cutting edge, custom built platform that allows members of the DMA to keep up with the rapidly changing marketing landscape. DMA 360 allows buyers of media and marketing services to learn the best new marketing techniques and to discover the best new media and marketing service companies. Every Thursday, we deliver some of the top insights from the platform in Thursday 360.
A GARDEN OF LOYALTY
Little Garden is the third promotion in the series of collectibles from New World. It saw the end of plastic, introducing cute little seedling kits giving families the chance to create their very own Little Gardens at home. Each little pot comes with one of 24 herbs and vegetables complete with a soil tablet and seed mat. All you have to do is add water.
Our audience was all New Zealand household shoppers. As a higher end supermarket chain, New World had a slight audience skew to the more environmentally conscious consumer, which made this idea so relevant and applicable. We sought to kids off their smartphones, laptops and TV’s to learn about how fresh produce is made, while in turn, grow our sales.
BUILDING LIVES – AND SALES
At 117 years-old and with 60+ stores nationwide Myer is Australia’s oldest and largest Department Store. International competition, the rise of fast fashion, and rapid growth in online shopping mean that like all Department Stores around the world, Myer is fighting for relevance. The brief was to stem the exodus of Myer’s key shoppers (18-54 year-old women who were in 3% YOY decline) and give these shoppers new reasons to shop a Department Store. Key success metrics were customer footfall, average basket size and brand awareness/consideration.
INSPIRE(D) BY DATA
In 2016, to further advance the idea of personalized experience, we developed a multichannel approach to show SAQ Inspire cardholders how they benefit from the knowledge gained through their program. To demonstrate SAQ Inspire’s evolution and latest benefits, we wanted to familiarize members with their new Inspire Zone (personalized space) and encourage them to view content and personalized offers. We guided members on how to interact with their program through weekly newsletters, website, mobile application, and in-store environments so as to benefit from the program personalized features. We have developed two main messages for television and pre-viewing on the web completed by a printed section in flyer and magazines. Interactive web banners invited participants to answer questionnaires to learn more about their tastes. Publications in social media and the dedicated newsletters were also produced. Finally, a video that aims to explain the novelties offered was on the SAQ’s site.
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