Local Market Promotions

Situation

A nationally branded product had a strong franchise in the southeast portion of the country. The brand was either the number one or two brand in most markets, with particular strength in B, C, and D counties. Market share was eroding from increased competitive activity and management was interested in stabilizing market share without resorting to short term media delivered price incentives. Keeping consumers in the brand's franchise over an extended period of time was a top priority. The budget available was of moderate size.

Solution

After much investigation it was determined that minor league baseball, which had always been strong in B, C, and D counties throughout the southeast, was undergoing something of a renaissance with new team management and increased public support. A sponsorship plan was developed and implemented with 43 teams in the south and southeast that included the following:

  • Monthly "brand" nights throughout the season where customers were admitted free with 2 "brand" labels.
  • "Brand" family sections (tobacco and alcohol free) were created in each stadium
  • 50 season tickets for use by client sales force
  • In-park signage; electronic scoreboard mentions
  • Full page ad space in all programs

Utilizing the sponsorship package, account specific promotional nights were created to leverage retail tie-in and support through the baseball season.

Benefits

The program resulted in an overall market share increase of 13.5% vs. the previous year during the five-month promotion, with all markets showing an increase. A full analysis was conducted at the conclusion of the promotion. Based on this the program was slightly modified, several under performing teams dropped, and the promotion repeated for several years with positive gains each year.

For additional information, contact James J. Tyner 714 838-2542 jjtyner@promotion-plus.com