Creating an Integrated Advertising Campaign
An excellent case in point can be found at Klem’s, a family-owned department store located near FLEXcon’s headquarters in Spencer, MA. Klem’s, which has been in operation for more than 60 years, offers a wide range of products, from clothing and household goods to farming and gardening supplies. Although an established business among the residents of central and western Massachusetts, Klem’s is never content to sit on its laurels; the family is constantly looking at new ways to attract and retain customers.
Thus, when Klem’s decided to adopt an innovative approach towards advertising for one of its mainstay products, they decided to turn to FLEXcon. They had teamed up with FLEXcon in 2008 for an innovative marketing effort involving Carhartt, a nationally-renowned work clothing manufacturer. That effort yielded a 31 percent increase in sales.
In 2009, Klem’s hoped to produce similar results with an integrated advertising campaign centered on Scotts Miracle-Gro Co.’s gardening products. Jessica Bettencourt, General Manager at Klem’s, said she too was ready to see another promotional effort take shape.
“The Scotts’ project came about because we had taken up the Carhartt floor and were looking to replace it,” she says. “We have a lot of spring and garden business, and we were looking for the appropriate sized vendor for that project. Scotts has a good marketing department, and we felt they were a company we could deal with for this.”
Ultimately, the goal was to get the same or better sales results as the Carhartt campaign, says Michael Chevalier, a New Business Development Manager for FLEXcon’s Product Branding Business Team.
“Klem’s was poised to do so, and they have a brand owner who is more than willing to support them in their in-store marketing endeavor,” he adds.
Unique Challenges, Unique Solutions
The Scotts’ promotion posed some unique challenges. Unlike the Carhartt promotion, which had directed attention to products near the entrance of the store, the Scotts promotion was designed with the idea of leading people through the store to the actual display.
“The Carhartt product is located right at that part of the store,” Bettencourt says. “The Scotts’ products are located at the back of the store. We have a lot of lawn and garden products, but do customers come in and buy them here or do they buy their dog food and not buy their fertilizer? If we could get them to buy it here, it would provide a significant increase.”
“Brand recognition in terms of Scotts was good,” he says. “But many consumers didn’t know they had the Miracle-Gro brand as well. This would help tie that to the whole lawn care system.”
Chevalier contacted Marc Lapenta, Boston Sales Manager for Scotts, to discuss which graphics the company could provide that would offer the most dramatic results.
“I had input with the store as to what images should be used,” Lapenta says. “We decided on three different images.”
In addition to Scotts’ logo and brand name products, those images also included a series of pests, in the form of brightly printed bug floor decals, which led customers from the front door, through the store, and right to the actual display.