Case Studies
THE POWER OF PR …
THE SITUATION
A regional company known for its extreme brand loyalty in one food product category planned to launch a multiple market holiday sales effort for another existing product without the same notoriety. Although the brand name of the company is a well-known hometown favorite and had great brand awareness in other markets, the product targeted for this effort was not as high volume or dominant market share as the main product. Marketing funds were limited for this effort and the client wanted breakthrough, attention-getting visibility resulting in increased sales. Forté quickly determined public relations and promotional opportunities needed to be the main focus.
OBJECTIVES
- Raise brand awareness of the lesser known product among consumers in multiple markets
- Increase trial & sales during the campaign period
- Educate consumers on the value and excellent taste of a product that won first place award in a national contest for their product
- Implement promotional extensions that reach consumers beyond the on-premise activities
WHAT FORTÉ DID
- Created promotional opportunities on radio and television on multiple stations via on-air contests with well-known morning personalities
- Facilitated the development of on-air cooking segments to show use of the product alone and with seasonal dishes and recipes, also with on-air cooking and morning personalities
- Utilized newspaper for public relations stories and contests to promote the brand name and specific product
- Promoted direct links to the company Web site for on-line recipes
THE RESULTS
- Significant increase in sales during the holiday promotion period, in particular corporate sales really spiked
- Trial of the product and extending the use for regular meals and future holidays was achieved
- Nearly 500,000 + consumers reached via promotional and public relations activities