A Marketing Makeover
In 2002 Chapman Lumber approached Media Infocus Studios of Connecticut to rework their marketing, which had thus far been largely in-effective. Their first task for us was to evaluate their marketing and media spending. Additionally, we looked into a three years sales historical and came up with a solid plan for their new marketing budget.
Our conclusion was that much of their budget had been going into directory advertising, with a small amount of local Cable Television advertising on HGTV and ESPN.
The problem was, by doing such sparse advertising throughout the year, combined with the fact that much of their budget was going into directories, they just weren't getting enough publicity to deal with the problem of the "big box" stores.
Our problem with directory advertising is that unless you get direct phone calls, there is no publicity gained whatsoever. Certain types of business, especially service related industries and law firms need directories, but an analysis of Chapman's sales data indicated very little real activity.
Our solution was to organize two large sales per year. Our campaigns ran hard and heavy with detailed, multi-page inserts in local newspapers, various internet marketing and supporting television and radio campaigns targeted around the time of the sale.
The results were even better than expected and for the last 7 years we have worked closely with Chapman Lumber to organize two large annual sales, with services that include Video Production, Web Marketing, In-Store Circular organization and Design, Circular Printing and more.