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toom Promotion in co-operation with DERTOUR and CTTC June 2008

toom Promotion in co-operation with DERTOUR and CTTC June 2008. toom. The toom stores are large, mid to high-end hypermarkets 81 stores all over Germany 343.000 sqm sales area 1.6 billion Euro sales volume 1,2 Mio. weekly customers u p to 5,2 Mio. customers in a month

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toom Promotion in co-operation with DERTOUR and CTTC June 2008

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  1. toom Promotionin co-operation with DERTOUR and CTTCJune 2008

  2. toom • The toom stores are large, mid to high-end hypermarkets • 81 stores all over Germany • 343.000 sqm sales area • 1.6 billion Euro sales volume • 1,2 Mio. weekly customers • up to 5,2 Mio. customers in a month • rated number 5 in German hypermarkets • a company of the REWE Group

  3. DERTOUR • is the biggest tour operator to North America in the German • speaking market • also the leader in selling travel packages to California • belongs to REWE group • owns New World Travel • has seen a huge increase in demand and booking to California this year

  4. Special promotion packages & days • special promotion stands in 24 selected markets • free California wine and nut tastings • DERTour travel brochure on display • promotion days were advertised and promoted ahead of time • focus on Rhine-Main area • two promotion teams • two days per market • received detailed report and contact numbers from teams • received recommendations for improvements

  5. Appearance in toom markets • Display with dispenser for flyers • Placement; entrance area and in California product category(wine, fruits and vegetables) • California & toom & DERTOUR flyer including raffle • Raffle: California lottery of 10 trips for 2 persons including flights, rental car and accommodation • Total value: over 30,000 EUR

  6. Ceiling hanger Placement ceiling hanger in California product categories and market information with regard to the lottery Promotion and sampling stand 2-day promotion including tasting in 24 selected toom markets (Organization of DERTOUR)

  7. Ceiling hanger

  8. Special advertising • Market • Assembling of head of rack with Californian products • Designation of areas of action • Special placement in product category goods’ groups • Affixing additional displays in the checkout area • Advertising • Ceiling hanger (DIN A1/A0) • Display with dispenser for flyers • Triangle stands (DIN A1) in the foreign and entrance area • Banners at the market entrance

  9. Advertising of special promotion days

  10. Banner and triangle stands at the market entrance

  11. Triangle stands in the entrance area

  12. Placement of displays with dispensers and ceiling hanger at the info counters

  13. Ceiling hanger + displays at the rack with California white and red wines

  14. Special placement on head of rack in co-operation with California wines

  15. Additional displays in the checkout area

  16. 4 weekly toom newsletters – 4.8 million copies per week • Image-page (1/1) • Insert field (1/2 - 1/6 page) • Teaser on title • Teaser lines on product category sides • Teaser in combination with wine recommendation from California Full page ad in two weekly newsletters

  17. Teaser with wine recommendation

  18. Appearance on the Internet • toom.de • Teaser on www.toom.de with link for extension. • Over 100,000 visitors per week. • Reference to the newsletter

  19. Raffle and link on visitcalifornia.de/toom

  20. 500,000 flyers with travel packages to California

  21. DERTOUR ads Promotion stand

  22. 140 radio spots during 4 weeks in 2 major radio stations

  23. Results as of July 04, 2008 • Internet raffle entries (double opt in): 10,703 • Page views: 64,128; Unique visitors: 16,571 • Average visit duration: 4 min 24s • Number of coupons/postcards received: 23,000 • Number of countable phone calls: 130 • Number of countable direct bookings: 12 pax California roundtrip – • 51 pax LAX and 69 pax SFO package • Number of contacts made by the promotion teams: 10,690 • Number of sales talks made by the promotions teams: 1,528 • Number of potential radio listeners: 1.3 million • Web Teaser on dertour.de: 3360 clicks and 15 direct bookings • Addresses of raffle participants through other Web sites: 243,749

  24. Remarks and Summary • first ever promotion of this kind in toom/Rewe stores • key learning was to realize this promotion earlier in the year • perhaps more focus on direct sales • radio spots hard to measure but many people talked about them • we should repeat this promotion at least one more time • many travel agencies did additional bookings and we will receive • overall DERTour sales numbers for summer 2008 in Nov/Dec • DERTour bookings for California so far already more than 30% up

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