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Generating buzz and driving foot traffic.

How NOVUS helped a retail chain with 100+ locations in the eastern U.S. create excitement around grand openings at new stores.

SITUATION

The client needed to build customer awareness of new stores and drive consideration to visit, especially in new markets that previously had only had a competitor鈥檚 presence.

Strategy

First, establish data-driven trade area parameters to identify unique business opportunities at store level, including multicultural and competitive nuances. Then cause a stir using a mix of radio, print, out-of-home and digital.

Success

30%

ADDED VALUE

Including free two-hour remotes, bonus-spots, on-air sponsorships and creative production

9-16%

YOY SALES LIFT

Across other stores in market

17%

SALES INCREASE

In markets with multi-media activity prior to grand opening