Advertising
Ann's Clock Shop Postcard Campaign
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The campaign consisted of seven 8-1/2" x 5-1/2" postcards, two color on both sides. Four pieces were mailed to previous customers from a well managed database of the company. Those and three others were sent to home owners of selected areas from a purchased list.

The results were fantastic. As of December 6th, the year-to-date sales for Ann's were running about 15% behind. That was about the time the second drops were hitting. By New Year's Eve, sales were 20% ahead for the year- a tremendous boost. "Normally, I'll spend time with customers, showing them the shop...after December 6th, if someone asked about a specific item, I'd just point and tell them 'it's over there.' It was crazy!" says Bill.

Radio and billboard advertising reinforced the message and the exposure, and though no scientific tracking of response has been conducted, results were unquestionably favorable. Sales boomed, the business was flooded with customers, and some brought in their postcards even though there was no solicitation to do so. In addition, through the company's meticulous customer tracking system, they found that the store served a record number of first time customers during that two month period.