Retail Case Studies


Consumer Package Goods - brand launch case study


Diamond Bank
  • Situation:
    • Diamond Bank, formerly North Federal Savings & Loan was lost in the sea of banks in the Chicago area. With new management team in place and new product and service offerings - the bank's brand image needed to be refreshed and differentiated from all the other local banks.
  • Creative Business Idea/Solution:
    • Reinvigorate the brand with a new name, new logo and new look and feel.
    • Launch with brand building awareness ads and continue with retail promotional communications and direct mail campaign to drive traffic. Local promotional events and tie - ins were part of campaign.
    • CD Rate - continuity ad campaign launched March 15, 2006 - through July.
  • Results:
    • New campaign reinvigorated the old bank from an old tired Savings & Loan to a contemporary local bank with a strong presence in the community.
    • New branch to open on the North Shore to accommodate growing customer base.
    • Bank traffic linked to promotional offers: 29% of new customers as a result of ad campaign, 14% due to DM campaign. An overall revenue increase in this product of $4.5 MM (new money) due to 12 week campaign.
    • CD rate ad campaign $2.0 million plus in new money to date.
     Return to Top

Beltone Electronics
  • Situation:
    • The decision to purchase a hearing care instrument is a long - seven year on average - process.
    • The denial to the visit is called the "river of molasses" as it takes time to move consumers to action. It is a time of fear and there is desire to find a trusted source for this high end (over $3,000 on average) purchase.
    • There are stigmas associated with the need to have a hearing aid which contribute to the slow purchasing time period.
    • The Beltone network of retail dispensers are located in mostly "B" markets and are run independently. There is a critical need to unify the dispensers marketing materials on a national and local level and to provide a competitive point of difference for them in their product offerings and materials.
    • There is also the need to find a way to reach out to consumers to come into a Beltone retail store.
  • Creative Business Idea/Solution:
    • Convince consumers to come into Beltone for a "free hearing screening" - no risk and no purchase required.
    • Launch the newest and latest technology - a virtually invisible hearing care instrument called the "Edge" as part of the traffic driving campaign.
    • Provide a 1-800# for consumers to call and inquire and utilize sales team to get consumers into dispensers on a national basis.
    • Continued 2006 DM Q1 campaign "New Technology Study" participation generated highest sales volume in 1 quarter over 11,000 calls in 4 week period (spot to run in Q2).
    • Unify all materials at local level.
  • Results:
    • The number of 1-800 calls for the "Edge / Free Screening" campaign doubled from an average call volume of 500 to over 1,100.
    • The media buy remained the same so call volume was attributed to the campaign idea and creative and the technology message.
    • The number of units sold at retail increased by over 25%. (Sales dollars not available).
    • Continued with new 2006 DM TV Q1 campaign "New Technology Study" participation spot - generated highest call volume in over 11,000 calls in 4 week period (spot to run through Q2, 2006).
     Return to Top

Dakota Beef
  • Situation/ Marketing Challenge
    • Dakota Beef was the newest entrant in the highly competitive organic food market in 2004 - 2005.
    • We needed to take brand leadership position and create brand ID for Dakota Beef.
      • Dakota Beef has a real point of difference vs. all other beef competitors on the market.
    • Create a compelling and meaningful brand story for consumers and trade - Dakota Beef was the new kid on the block and needed to establish presence and brand ID as significant player in industry.
    • Build brand presence to help in private label sells: brand becomes a known leader to the retailer and other food product companies.
    • Co-branding opportunities exist to further promote brand - need to explore and leverage these.
    • Need to drive retail distribution channels.
    • Confusion abounds in this industry.
      • Natural is not the same as organic, but not readily understood by the consumer!
      • There is a proliferation of "healthy" choices in the marketplace, in fact, what is labeled and called "healthy" is not at all.
      • With the growth of "natural", "healthy" and "organic" choices in the grocery aisle, consumers want what is truly "best" for their family, but are not sure what that is.
      • Retailers have numerous options and shelf space is limited and natural and organic are mixed.
    • Objectives - Retail and Distribution.
      • More branded retailers (Whole Foods, Trader Joe's, Treasure Island, Cost Co).
      • More food ingredient distribution (William Sonoma, Hain's Celestial, Newman's, Dean & Deluca).
      • Co-branding opportunities.
      • High end casual dining establishments.
    • Add products marketed.
      • Beef jerky, sausage, roast beef for deli, etc.
  • Creative Business Idea/Solution:
    • Drive consumers to branded retailer and ask for Dakota Beef!
    • Create ownable brand i.d. and character and increase awareness for the Dakota Beef brand overall.
    • Educate consumers about the benefits of organic versus natural beef.
    • Create a high profile for the brand to influence potential investors and the trade.
    • Sell in Dakota Beef as "the best branded organic beef of choice" to quality branded food ingredient companies.
    • Targeted media plan.
    • Target Key Groups:
      • The target consumer group for organic products is labeled as LOHAS (lifestyle of healthy and sustainable living).
      • Recognize this as a key consumer group, but must go beyond to reach the wider net of those who have the mindset of healthy eating but are in need of direction to make the best "healthy" choices.
      • Target key trade leaders and meat buyers, retailers.
    • Guerilla local marketing.
    • Targeted Consumer Print.
    • Targeted Trade Print.
  • Guerilla Marketing Approach:
    • Cows!
    • Recipe Book tie-ins - borrowed interest and "seal of approval".
    • Sponsorships at local and national level.
      • Sports, marathons, not-for-profit fundraisers (e.g. Heart Association, Olympics - go big or local).
      • Product co-promotions: Weber Grill, Charbroil, organic veggie/fruit partnerships, cook-offs.
    • Grassroots - Community.
      • Sports teams, health clubs, YMCA.
      • Taste of Chicago.
  • Targeted Consumer Print:
    • Saveur
    • Wine Spectator
    • Health
    • Organic Style
    • Food & Wine
    • Gourmet
    • Cooking Light
    • Eating Well
    • Cook's
    • Fitness
    • Men's Health
    • Bon Appetite
    • Fine Cooking
    • Runner's World
    • Food Industry News
    • Natural Foods Merchandiser
    • Natural Grocery Buyer
    • Private Label
    • Private Label Buyer
    • Progressive Grocer
    • Supermarket News
    • Gourmet Retailer
    • Meat & Poultry
  • Current Results:
    • Dakota Beef is now the largest certified organic beef provider in the industry!
    • On target to exceed business plan for 2006.
    • Established retail distribution in key markets and regions in Whole Foods - expanded into general public as customer base has grown.
      • In CostCo in Mid-West and looking to expand beyond.
    • Sales Data Northern California Region: (Same store sales - Whole Foods)
      • Month 1: Average 2,782 lbs per store per month
      • Month 2: Average 6,103 lbs per store per month
      • Month 3: Average 9,844 lbs per store per month
    • Sales Data CostCo Midwest:
      • Increased sales volume percentage of more than 50% in less than 60 days!
    • Established brand presence in core markets and regions and looking to expand.
     Return to Top