Challenge: Promote products and services in a way that promotes employee morale and involvement.
A supermarket was looking for an in-house approach to build up brand awareness in the community. The campaign would involve employees as an integral part of the process, to improve the quality connection between the workers and customers and make for a pleasant shopping experience. The store also wanted to encourage customer loyalty with incentives to visit and buy essential products from the supermarket again.
Solution: Initiate an employee photo contest and design a custom calendar featuring the winners, including coupons for customers.
The supermarket devised a fun in-store promotion that involved all the employees. The store launched an employee photography contest, which sprung friendly competition among the cashiers, stockers, baggers and even managers. Then, the thirteen winning photos were printed full-color in a custom appointment calendar.
To highlight the winners, the inside front cover was printed with photos and biographies of each photographer. The calendars were displayed at the check-out counters in the store and sold to customers for a minimal fee. To enhance the value of the calendar even further, the supermarket added an extra sheet with twelve coupons and a December top sheet. Also, the supermarket logo was printed above each month on the sheet.
Result: Employee morale skyrocketed and increased traffic to the supermarket.
During the contest, the employees enjoyed getting wacky with their photography skills and felt a sense of pride and achievement to have their pictures published, accredited and distributed. Customers who bought the calendars frequently recognized the employees from their bios, which served to personalize the shopping experience exactly as the supermarket intended.
Not only did shoppers connect with employees, they redeemed their coupons to create increased return business. In addition, the calendars provided advertising exposure each day of the week, spreading awareness of products on-sale and driving traffic to the store.
The campaign was so successful that the supermarket contacted their corporate headquarters with the idea and now is planning a similar calendar for each of the divisions.
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