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

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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 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

  • 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


Toom promotion in co operation with dertour and cttc june 2008

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)


Toom promotion in co operation with dertour and cttc june 2008

Ceiling hanger


Toom promotion in co operation with dertour and cttc june 2008

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


Toom promotion in co operation with dertour and cttc june 2008

Advertising of special promotion days


Toom promotion in co operation with dertour and cttc june 2008

Banner and triangle stands at the market entrance


Toom promotion in co operation with dertour and cttc june 2008

Triangle stands in the entrance area


Toom promotion in co operation with dertour and cttc june 2008

Placement of displays with dispensers and ceiling hanger at the info counters


Toom promotion in co operation with dertour and cttc june 2008

Ceiling hanger + displays at the rack with California white and red wines


Toom promotion in co operation with dertour and cttc june 2008

Special placement on head of rack in co-operation with California wines


Toom promotion in co operation with dertour and cttc june 2008

Additional displays in the checkout area


Toom promotion in co operation with dertour and cttc june 2008

  • 4 weekly toom newsletters – 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


Toom promotion in co operation with dertour and cttc june 2008

Teaser with wine recommendation


Toom promotion in co operation with dertour and cttc june 2008

Appearance on the Internet

  • toom.de

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

  • Over 100,000 visitors per week.

  • Reference to the newsletter


Toom promotion in co operation with dertour and cttc june 2008

Raffle and link on

visitcalifornia.de/toom


Toom promotion in co operation with dertour and cttc june 2008

500,000 flyers with travel packages to California


Toom promotion in co operation with dertour and cttc june 2008

DERTOUR ads

Promotion stand


Toom promotion in co operation with dertour and cttc june 2008

140 radio spots during 4 weeks in 2 major radio stations


Toom promotion in co operation with dertour and cttc june 2008

Results as of July 04, 2008

  • 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


Toom promotion in co operation with dertour and cttc june 2008

Remarks and Summary

  • 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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