Scratch save double points
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Scratch, Save & Double Points. April 2008. Objectives. Grow sales profitably Boost in-store customer traffic Improve brand awareness Generate new customers Increase customer loyalty. Strategies. Create a sense of urgency Aggressive discount & Double Sears Club Points

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Scratch, Save & Double Points

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Scratch save double points

Scratch, Save & Double Points

April 2008

Marketing Team


Objectives

Objectives

  • Grow sales profitably

  • Boost in-store customer traffic

  • Improve brand awareness

  • Generate new customers

  • Increase customer loyalty


Strategies

Strategies

  • Create a sense of urgency

  • Aggressive discount & Double Sears Club Points

  • High impact advertising material

  • Insure appropriate advertising mix


Target

Target

  • Do-it-for me

    Sears buyers profile

    • Women (62%)

    • Aged 45 + (78%)

    • Household size – 2 persons (49%)

    • Average family income 80 000 $ + (22%)


2 in 1 promotion

2 in 1 Promotion

  • Scratch & Save

  • Double Sears Club Points


Scratch save double your points

Scratch, Save & Double your Points!

  • May 22 to May 24, 2008

  • 3 days Only

  • Up to 50% off

  • Conditions(will be in fine print on the post card)

    • On all items at regular price

    • Not applicable on installation

    • Not applicable on accessories

    • Cannot be combined with another offer

    • Discount must be revealed by cashier only


Scratch save double your points1

Scratch, Save & Double your Points!

  • The cashier will scratch for the customer; a letter : A, B or C will be revealed.

  • The letters correspond to a certain discount depending on the product (please refer to the legend next page)

  • 5 % of the total quantities of the post cards will be A

  • 50 % of the cards will be B

  • 45 % of the cards will be C


Legend

Legend


Legend1

Legend

  • Each store will have copies of the legend

  • The salespeople will be able to refer to the legend, inform the customer of his discount and apply the discount on the item (not on the invoice total)


Double your sears club points

Double your Sears Club Points!

  • Only for Sears Card holders (Not Chase)

  • No minimum purchase required

  • Applicable on all products in store

  • Terminal will be set up by Sears and the system will handle the addition of the double points

  • No charge for dealers

  • If the installation is after the promo

    • When job is installed , swipe card for final payment

    • Fax into Laura Murphy at BSO (416) 343-5886 a copy of the invoice indicating the date that the deposit was taken (which must fall between may 22 and 24th and indicating the date which the final payment was payment was taken.

    • Include a short explanation of the transaction

    • Laura will manually have points put on each of the accounts at that point


Scratch save promotion costs

Scratch & Save Promotion Costs

  • Post Card

    • Unit cost$0,066 per post card

      • Qty*672,000 Post Cards

      • *based on your flyers quantities. The more we print, the less it will cost


Pop pmt material

POP & PMT Material

  • POP material will be produced

    • Posters 24 x 36

    • Banners 18 x 72

  • PMT materiel will be available on the extranet

    • Newspaper Template

    • Radio Script


Post card front

Post Card (front)


Post card back

Post Card (back)


Poster banner

Poster & Banner

Poster

24 X 36

Banner

18 x 72


Newspaper ad color

Newspaper Ad-Color

Newspaper Ad

Full Page

Banner


Newspaper ad b w

Newspaper Ad-B&W

Newspaper Ad

Full Page

Banner


Radio script

Radio Script

Looking to renew your floor coverings? Well then, hurry down to your Sears Floor Covering Centre and Scratch up-to 50% savings today.

From May 22nd to 24th, It’s our 3-Day Only Scratch and Save Event. Tiles, carpets, hardwood and engineered floors, laminated floors, vinyl, pick your choice, scratch your instant savings and bring the deals home!

Hurry down to (dealer name and address), scratch your savings… and even double your Sears Club points on everything in store! Certain conditions apply. Details in store.


Next steps

Next Steps

  • Fill in the order form

    • confirm your quantities of post cards**, posters & banners (minimum 5,000 per store as per flyers)

    • confirm how you want the post card to be distributed

      • Cost for distribution through Canada Post : 0,083

        and fax it to Anik Tétreault or Véronique Ouellet

        no later than March 28th, 2008 at

        (514) 335-2882

        ** please make sure to consider a quantity for the cashier


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