Windland Marketing Group - Marketing to Grow Your Business

Special Events to Build Awareness

Developed various special events to increase awareness and allow target audiences to have fun. In addition to grand openings and customer loyalty programs, developed American spirit celebrations, community and charitable events, annual meetings, conferences, trade show booths and hospitality suites, holiday parades, anniversary celebrations, open houses and receptions, and merchandising events. Measured each event based on venue; increased awareness beyond expectation as noted through increased lead generation, increased sales during a set period following the event, and heightened press coverage, including a "Good Morning America" spot.

Grand Re-Opening Campaigns

Developed event themes and created comprehensive marketing plan to promote re-opening of remodeled shopping centers. Implemented direct mail campaigns to primary and secondary markets, radio buys and events, POP materials, store signage, community communications, and special events and kick-off ceremonies. Direct mail responses ranged from 4.8% to 13%. Centerwide sales increases ranged from 20% to 55% during month of grand re-opening celebrations; sustaining campaign posted centerwide sales of $599 to $658 per square foot.

Pictured: direct mailer inside fold -
opened to schedule of activities,
new merchandise offerings and
a sweepstakes entry form

Pictured: inside of fold-over direct mailer promoted the center's new look; new merchandise offerings, and the grand opening celebration and sweepstakes

Customer Loyalty and Sales Programs

Developed frequent shopper programs designed to increase the amount spent as well as the number of stores shopped and sales programs to increase traffic and sales. Created in-store signage and eye-catching materials. Used existing advertising to promote programs, including newspaper, radio and direct mail. Achieved increased store sales as much as 17% during promotional period with average customer receipts 9% above required spending levels.

Pictured: frequent shopper card and combination lock direct mailer for treasure chest promotion

Product Launch Campaign and Reception

Developed direct mail invitation and coordinated materials for product launch campaign. Selected target audience based on current customers and best prospects from three outside lists. Created coordinated support materials, product demonstrations, and signage. Increased sales productivity more than 300%.

Corporate Open House

Promoted new, expanded corporate headquarters through open house event, designed to showcase company capabilities. Worked with staff to prepare divisional presentations. Planned décor, menus, giveaways, door prizes, and special activities for visitors. Increased visibility and position of company within marketplace as evidenced through increased contracts and alliances.

Conference & Regional Events

Managed and planned annual conferences, regional events, training seminars, and product tours. Selected and negotiated sited. Developed event program, including speakers and special guests. Developed conference marketing materials, including registration packets, database, signage, and participant materials. Selected target audience based on current customers, member lists, and best prospects from outside lists. Provided on-site management and conference registration services. Increased event participation as much as 288% and event revenues as much as 92%.

Traveling Showcase

Created fashion program for business and college communities in center's market. Developed program logo, program content, and corresponding program materials. Featured fashions from participating stores, as well as coupons and in-store specials. Store sales increased 12% within the first year. Program was a MAXI finalist in the sales and promotion category.

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