Toom promotion in co operation with dertour and cttc june 2008
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toom Promotion in co-operation with DERTOUR and CTTC June 2008. toom. The toom stores are large, mid to high-end hypermarkets 81 stores all over Germany 343.000 sqm sales area 1.6 billion Euro sales volume 1,2 Mio. weekly customers u p to 5,2 Mio. customers in a month

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Toom promotion in co operation with dertour and cttc june 2008
toom Promotionin co-operation with DERTOUR and CTTCJune 2008


toom

  • The toom stores are large, mid to high-end hypermarkets

  • 81 stores all over Germany

  • 343.000 sqm sales area

  • 1.6 billion Euro sales volume

  • 1,2 Mio. weekly customers

  • up to 5,2 Mio. customers in a month

  • rated number 5 in German hypermarkets

  • a company of the REWE Group


Dertour
DERTOUR

  • is the biggest tour operator to North America in the German

  • speaking market

  • also the leader in selling travel packages to California

  • belongs to REWE group

  • owns New World Travel

  • has seen a huge increase in demand and booking to California this year


Special promotion packages days
Special promotion packages & days

  • special promotion stands in 24 selected markets

  • free California wine and nut tastings

  • DERTour travel brochure on display

  • promotion days were advertised and promoted ahead of time

  • focus on Rhine-Main area

  • two promotion teams

  • two days per market

  • received detailed report and contact numbers from teams

  • received recommendations for improvements


Appear a nce in toom markets
Appearance in toom markets

  • Display with dispenser for flyers

  • Placement; entrance area and in California product category(wine, fruits and vegetables)

  • California & toom & DERTOUR flyer including raffle

  • Raffle: California lottery of 10 trips for 2 persons including flights, rental car and accommodation

  • Total value: over 30,000 EUR


Ceiling hanger

Placement ceiling hanger in California product categories and market information with regard to the lottery

Promotion and sampling stand

2-day promotion including tasting in 24 selected toom markets (Organization of DERTOUR)



Special advertising

  • Market

    • Assembling of head of rack with Californian products

    • Designation of areas of action

    • Special placement in product category goods’ groups

    • Affixing additional displays in the checkout area

    • Advertising

      • Ceiling hanger (DIN A1/A0)

    • Display with dispenser for flyers

    • Triangle stands (DIN A1) in the foreign and entrance area

    • Banners at the market entrance







Special placement on and red wineshead of rack in co-operation with California wines



  • 4 weekly toom newsletters and red wines– 4.8 million copies per week

  • Image-page (1/1)

  • Insert field (1/2 - 1/6 page)

  • Teaser on title

  • Teaser lines on product category sides

  • Teaser in combination with wine recommendation from California

Full page ad in two weekly newsletters



Appearance on the Internet and red wines

  • toom.de

  • Teaser on www.toom.de with link for extension.

  • Over 100,000 visitors per week.

  • Reference to the newsletter


Raffle and link on and red wines

visitcalifornia.de/toom



DERTOUR ads and red wines

Promotion stand



Results as of July 04, 2008 and red wines

  • Internet raffle entries (double opt in): 10,703

  • Page views: 64,128; Unique visitors: 16,571

  • Average visit duration: 4 min 24s

  • Number of coupons/postcards received: 23,000

  • Number of countable phone calls: 130

  • Number of countable direct bookings: 12 pax California roundtrip –

  • 51 pax LAX and 69 pax SFO package

  • Number of contacts made by the promotion teams: 10,690

  • Number of sales talks made by the promotions teams: 1,528

  • Number of potential radio listeners: 1.3 million

  • Web Teaser on dertour.de: 3360 clicks and 15 direct bookings

  • Addresses of raffle participants through other Web sites: 243,749


Remarks and Summary and red wines

  • first ever promotion of this kind in toom/Rewe stores

  • key learning was to realize this promotion earlier in the year

  • perhaps more focus on direct sales

  • radio spots hard to measure but many people talked about them

  • we should repeat this promotion at least one more time

  • many travel agencies did additional bookings and we will receive

  • overall DERTour sales numbers for summer 2008 in Nov/Dec

  • DERTour bookings for California so far already more than 30% up


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