—A success story
MJ Elegant Interiors
MJ Elegant Interiors Pop Up Shop Broadbeach.
Target Market: Gold Coast females 40+ demographic, Gold Coast Homeowners.
Time Frame: Radio commercial campaign 06 January - 31st January 2020 plus live 3 hours Activation on the 18th of January 2020. Social media advertising across Facebook and Instagram in the lead up to the activation on Saturday morning.
Product: MJ Elegant Interiors Pop Up Shop Broadbeach.
Radio Station: The Gold Coast’s Breeze 100.6 FM.
Campaign Type: Radio, Social Media and 3 hour Outside Live Activation with the Breeze Breakfast Show Host Rob Doorey
Brief
Encourage drop in/walk by store traffic at Broadbeach Pop Up Store. Promote pop up store as a destination for buyers interested in one off furniture pieces at a drastically reduced prices.
Campaign Objectives
1. Create awareness of the pop up shop at Broadbeach and call to action campaign.
2. Brand awareness campaign for MJ Elegant Interiors.
3. Generate customers for the store and repeat/follow up business.
Insights and Solutions
1. Inclement weather would affect the campaign and decrease destinational traffic.
2. Broadbeach foot traffic would be mainly tourists.
3. Appeal to apartment owners within walking distance.
4. Offer incentive with one off furniture piece as incentive.
Results
100 X 30 second radio commercials over 14 days to promote the pop up shop. These commercials were used to create a sense of urgency to purchase while stock last before lease ends.
Outside broadcast for three hours with Rob Doorey, Breeze More Music Breakfast Show Host from 9am-12pm.
Facebook Advertising Campaign over one week reaching the Facebook News Feeds across the Gold Coast of your target demographic – Women 40+, Gold Coast Homeowners.
What makes us different? We gathered a team of five dedicated customer service/promotional people for the activation that met the client’s target demographic to promote the event in store and talk to customers about the products on offer.