MYER - Home - Value of Paper and Print€¦ · Australians and was supported by magazine, social,...
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DIRECT MAIL CASE STUDY VoPP Suite 6, 151 Barkly Avenue, Richmond VIC 3121 Australia +61 3 9421 2209 | [email protected] vopp.com.au | vopp.co.nz MYER OBJECTIVE Myer’s objective for the ‘Your Pass to Play’ Spring racing carnival was to drive sales and traffic in-store and online, as well as leveraging the brand equity surrounding Myer’s major partnership with the Melbourne Cup Carnival. The Spring Racing women’s direct mail catalogue was produced to present the range of women’s apparel, footwear and accessories ahead of the festive Melbourne Cup Carnival season. METHOD Covering a range of price points, trends and in-store brands suitable to the targeted customer, multiple talent shots within the publication helped deliver the ‘Spirit Of the Season’. The publication distributed to a targeted audience of 65,000 Australians and was supported by magazine, social, digital, EDM, print, visual merchandise, public relations and event channels, as well as major sponsorships with the Melbourne Cup. The focus was on Victorian and New South Wales markets, leveraging data around Melbourne Cup Carnival attendees and dress/millinery sales. Supporting content was led by the ‘Face of Myer, Jennifer Hawkins’, and other ambassadors including Rachel Finch, Jodi Anasta and Lauren Phillips. Content was shot with lots of movement, energy and multiple talent to reflect the mood and spirit of the Spring Racing Carnival. All which was supported by a sales incentive offer that was ‘tipped on’ to offer exclusive rewards to MyerOne, loyalty program members. Myer is an iconic Australian brand, known for offering range and accessibility with the largest department store footprint across the country. Brand equity and affinity are not easily attained nor maintained in a diverse brand arena and Myer are showing strong commitment to holding their brand identity across the marketplace. SPRING CARNIVAL 2017 On sale from Tuesday 10 October 2017 until Sunday 12 November 2017, unless sold out. Cannot be used with other offers. Not all brands, products and styles available all stores, see myer.com.au/whatson or call Customer Service on 1800 811 611 for details. Offers and products available online unless otherwise stated.
Transcript of MYER - Home - Value of Paper and Print€¦ · Australians and was supported by magazine, social,...
DIRECT M
AIL
CASE STUD
Y
VoPP Suite 6, 151 Barkly Avenue, Richmond VIC 3121 Australia +61 3 9421 2209 | [email protected] vopp.com.au | vopp.co.nz
MYER
OBJECTIVE Myer’s objective for the ‘Your Pass to Play’ Spring racing carnival was to drive sales and traffic in-store and online, as well as leveraging the brand equity surrounding Myer’s major partnership with the Melbourne Cup Carnival.
The Spring Racing women’s direct mail catalogue was produced to present the range of women’s apparel, footwear and accessories ahead of the festive Melbourne Cup Carnival season.
METHOD Covering a range of price points, trends and in-store brands suitable to the targeted customer, multiple talent shots within the publication helped deliver the ‘Spirit Of the Season’.
The publication distributed to a targeted audience of 65,000 Australians and was supported by magazine, social, digital, EDM, print, visual merchandise, public relations and event channels, as well as major sponsorships with the Melbourne Cup. The focus was on Victorian and New South Wales markets, leveraging data around Melbourne Cup Carnival attendees and dress/millinery sales.
Supporting content was led by the ‘Face of Myer, Jennifer Hawkins’, and other ambassadors including Rachel Finch, Jodi Anasta and Lauren Phillips.
Content was shot with lots of movement, energy and multiple talent to reflect the mood and spirit of the Spring Racing Carnival. All which was supported by a sales incentive offer that was ‘tipped on’ to offer exclusive rewards to MyerOne, loyalty program members.
Myer is an iconic Australian brand, known for offering range and accessibility with the largest department store footprint across the country. Brand equity and affinity are not easily attained nor maintained in a diverse brand arena and Myer are showing strong commitment to holding their brand identity across the marketplace.
SPRING CARNIVAL 2017
On
sale
from
Tue
sday
10 O
ctob
er 2
017
until
Sun
day
12 N
ovem
ber 2
017,
unl
ess
sold
out
. Can
not b
e us
ed w
ith
othe
r off
ers.
Not
all
bran
ds, p
rodu
cts
and
styl
es a
vaila
ble
al
l sto
res,
see
mye
r.com
.au/
wha
tson
or c
all C
usto
mer
Ser
vice
on
180
0 81
1 611
for d
etai
ls. O
ffer
s an
d pr
oduc
ts a
vaila
ble
onlin
e un
less
oth
erw
ise
stat
ed.
VoPP Suite 6, 151 Barkly Avenue, Richmond VIC 3121 Australia +61 3 9421 2209 | [email protected] vopp.com.au | vopp.co.nz
SPRING CARNIVAL 2017O
n sa
le fr
om T
uesd
ay 10
Oct
ober
201
7 un
til S
unda
y 12
Nov
embe
r 201
7, u
nles
s so
ld o
ut. C
anno
t be
used
wit
h ot
her o
ffer
s. N
ot a
ll br
ands
, pro
duct
s an
d st
yles
ava
ilabl
e
all s
tore
s, s
ee m
yer.c
om.a
u/w
hats
on o
r cal
l Cus
tom
er S
ervi
ce o
n 18
00
811 6
11 fo
r det
ails
. Off
ers
and
prod
ucts
ava
ilabl
e on
line
unle
ss o
ther
wis
e st
ated
.
RESULTS Strong brand equity build, awareness and frequency triggers from alignment of the synonymous branding of an iconic Melbourne event, the Melbourne Spring Racing Carnival, and Myer were achieved. More critically, in a competitive season of promotional and brand engagement, Myer achieved a 6% sales uplift from the direct mail piece, an outstanding result.
CONCLUSIONMyer’s objective to use the strength of direct mail to engage and prompt action into multiple sales points – online and in-store, demonstrates an understanding from the Myer team of understanding the power of physical channels pushing consumers to online portals.
Further, the emotional engagement of visual language, energy and movement, captured the human excitement of the Melbourne Spring Carnival season, this paired well with Myer’s brand positioning and alignment to a major sponsor partnership.
6% SALES UPLIFT
FROM DIRECT MAIL
ACHIEVED
