bar III Pop-Up Shop
Launched pop-up shop on Fifth Avenue for Macy’s first Impulse brand, bar III, to attract the 22-28 year old fashion-forward millennial customer who typically isn’t shopping in department stores. The strategy was to create brand awareness, buzz, and word-of-mouth excitement through extensive PR outreach, focusing on both digital and traditional editorial placemnent. We also partnered with fashion authorities (bloggers, Solange Knowles) to lend credibility to the brand and provide authentic integrations. We drove traffic to the pop-up shop through a full-page ad in the New York Times Thursday Style’s section, outdoor “wild postings”, banner ads and videos on logo.com, e-blasts, and look books distributed to key fashion influencers. Within 4 weeks, the shop generated 14K customers and 15K transactions.
Raised brand awareness for new youth brand Slade Wilder, and drove 13-21 year old male customers into Macy’s, by activating a mobile campaign in 23 malls across the country. The text-to-get a free t-shirt giveaway message was included in a combination of ambient and kiosk advertising. Within 4 weeks, 4,677 texts were received and 2,068 t-shirts were redeemed.
Sales Associate Training Tools
Developed and executed training programs for hundreds of sales associates at Rockport’s department store accounts, including Nordstrom, Dillard’s, Macy’s, Boscov’s, and Belk. Designed iPad app, tech posters, and “Sell More, Win More” programs to educate sales associates on product features and benefits, and incentivize sales.
Sports Illustrated at the Majors
Partnered with Sports Illustrated to develop an experiential marketing program to launch golf lifestyle line Greg Norman for Tasso Elba. Almost 100K visitors in 4 markets along the PGA Tour (The Masters in Augusta, GA; U.S. Open in San Francisco, CA; PGA Championship in Kiawah Island, SC; Ryder Cup in Medinah, IL) were introduced to the line via a virtual golf activation swing analysis lead by a Golf Magazine Top 100 Teacher, and a virtual Macy’s store and touch-screen kiosk that allowed consumers to purchase Greg Normal for Tasso Elba product. RFID bracelets allowed participants to “check in” at the activation site and share on their personal Facebook account or Twitter feed.