Selling the Sizzle
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Sainsbury's, Nectar & Ford
Sainsbury’s and Ford Motor Company had both identified Rayleigh, Essex as a key area for retail expansion. Whilst Sainsbury’s were investing millions of pounds in refitting and expanding an existing site there, Essex Ford were completing the construction of a completely new sales and service facility adjacent to it. Both Sainsbury’s and Ford are partners with Nectar (the UK’s largest loyalty programme).
We conceived of a promotional partnership between Sainsbury’s, Nectar and Essex Ford for the launch of their flagship sites. We proposed that rather than unrelated marketing campaigns carried out by each company, a coordinated approach would produce far more cost-effective results. Following exploratory discussions, presentations and negotiations, we were appointed to develop and coordinate a campaign to launch the sites, generate incremental sales and create data capture opportunities.
We set about identifying and capitalising on each partners’ most valuable inherent marketing assets: impressive retail traffic at Sainsbury’s, Nectar’s unrivalled customer database and the demand that Ford has created and maintained for its products. These marketing assets were integrated to produce a campaign with huge impact and appeal, its headline offering the chance to win a brand new Ford Ka.
Graphics were carefully created to support and promote Sainsbury’s, Nectar and Ford branding. As one might expect, achieving the approval of individual brand teams was not easy, but our understanding of the fundamental issues involved enabled compromises to be suggested and agreed.
In the end, the integrated marketing campaign that we formulated involved direct mail, radio, press, posters, PR and point-of-sale material. Conducting the campaign across multiple media formats ensured that the campaign stood to benefit from having an exponential impact.
Record levels of customer traffic and sales were achieved from the word go and remained consistent thereafter, supported as they were by further promotions. Additional publicity was – in many cases - generated at no extra cost; for instance the coverage given to the winner of the Ford Ka competition by the local press, which we advocated as a win-win situation, was essentially free publicity and maximised exposure for Essex Ford, Nectar and Sainsbury's.