Workshop: Marketing Challenge Group Presentations
Group 1 – Ken McAleer – Video Headquarters, New Hampshire - Presenter
Assumptions: Single store, 4,000 square feet, town of 10,000, adult, computerized, 8 years old, $12K in rentals, one other product (pizza or tanning). Goal = increase traffic.
Offer amnesty for late fees. Zap late fees. Radio trivia contest and we supply prizes. Go after vending machines – number of titles in machine, days outstanding, etc. This weekend and next weekend – rent 2, get 2 free, rent 3, get 3 free, etc. and zap your late fees. Extra revenue = ad budget.
Group 2 – Jim Orr – Movies America, Iowa - Presenter
Assumptions – 20,000 people, 1 college, 1 chain competitor. Need a short term strategy and long term strategy. Send out a Million dollar personal letter and survey. Heart to heart survey on how we can serve our customers better. Bring the letter back and get your late fees excused. If you have no late fees, bring the letter back for free rentals. Bundle rentals to increase average dollars per transaction. Long term strategy is to steal other stores’ customers. Are you 1 (Hertz) or 2 (Avis) or nowhere (guerilla or milk-the-cow) in the marketplace.
Group 3 – Christopher Simpson - Video Store Group, Canada - Presenter
Assumptions - middle class town, 25,000 people, stale store. Suggestions - 2 for 1 Tuesdays includes ice cream, amnesty program, bundling rentals to increase dollars per transaction, pre-paid rentals with a price deal, web marketing via weekly e-mails, web marketing via a web site, promote web address everywhere.
Group 4 – Ronald Davison - Video Store Group, Canada – Presenter
Assumptions - 2,500 square feet, old store. Goal – brand new deal for the community, give the WOW factor, Hick Flicks, one-stop-fun-shop, sell fun passes. Use Rentrak for product depth and breadth, give out amnesty, we missed you to customers, what you can get for $1, what you can get for $2, need a gamer to run games, pizza cross marketing agreement, radio jingle created, free rentals at day care center, myspace use, facebook use, movie and game blog.
Group 5 – Sue Symons – Video Plus, Missouri - Presenter
Assumptions – Schlockbuster Video, rural environment, target online competition, target families. Goal – improve family image, improve value image. Radio vehicle – trade in your subscription for a book of free rentals, family movie nights make great memories. Weekly e-mail blasts, flyers for schools, little league, boys & girls clubs. Budget – 2% of sales. Conduct a 60-day campaign. Goal – increase dollars per transaction, increase number of customers.
