Challenge
LIFTING WEEKLY SALES of 4-pack kit to 50+ units (25% increase) at five new Costco locations.
SHORTEN PURCHASE CYCLE through increased frequency of repeat sales.
GROW CUSTOMER BASE through new audience acquisition.
Insight
Warehouse clubs (e.g.: Costco, Sam’s) produce the largest percentage of sales for the brand, and Costco shoppers specifically index higher on the “foodie” scale for packaged dinners/season mixes (168 vs 76 index). While consumers seek convenient options for meal planning, the purchase frequency is limited to once every two months.
A significant pool of Costco shoppers (75% within 25 miles of a store) exists, including current users of the category. Many of whom rely heavily on digital technology for meal planning, including before entering the store and while checking out.
COVID-19 eliminated sampling demos, and couponing isn’t capable of lifting sales to the necessary level as a stand-alone tactic.
SOLUTION/EXECUTION
Cleco’s territories (Eastern, Southern, Central, Northern) are rather unique, providing a challenge to align with the best media platforms at the most advantageous time periods to achieve goals. To combat, Morgan & Co.’s media team created media buys that utilized both major market media, in addition to more rural media outlets. All supported and complimented via digital and social media platforms.
First out the gate was Corporate Citizenship messaging, leading with radio, print and experiential (airport). By Spring, Cleco Branding messaging launched across popular radio formats throughout Louisiana as well as paid search (PPC), social media (Facebook, Instagram), and digital display and pre-roll video.
Results
48.4%
SALES INCREASE over a four-week period from a similar promotion several months prior.
1,195 Units
Promotion pushed 1,195 units versus 805 during past efforts.
32%
Sales Increase
Weekly average unit sales were up 32% WITHOUT any “talker” demonstration.