Client One of Australia’s major manufacturers of milk, yoghurt and fresh dairy products
Challenge To boost sales in the independent retail channel, build stronger relationships with customer and add real value to their business
Solution ‘Community Store of the Year’ integrated marketing program
Mechanics Independent retailers were invited to join the program, enjoying benchmarking reports from a leading independent consulting group.
Each store was judged on their community involvement, in-store business development, benchmarking participation and category growth strategies. Highly commended stores received free PR or marketing support; finalists attended the Celebration Weekend in Alice Springs; and the winner received a $10,000 business consultancy package.
Results Some 2800 independent retailers took part in the promotion and participation rates increased by some 60% on the prior year. The public relations campaign reached an audience of over 8 million consumers.
