Prime Outlets Integrated Marketing Campaign Surpasses Goal by 350%

History

Prime Outlets, the well-known national chain of retail outlet centers home to a wide range of discount, brand name, and designer stores, was looking to drive traffic and increase sales.

Challenge

Baltimore-based Prime Outlets contacted .Com Marketing through Oxford Communications. After analyzing the client’s needs, .Com Marketing devised an integrated online marketing plan intended to increase brand awareness and consumer trail at five client-determined Prime Outlet locations: Queenstown, MD; Pleasant Prairie, Wl; Jeffersonville, OH; Grove City, PA; and Birch Run, Ml.

“This integrated campaign was able to capture valuable consumer information for future promotions, increase brand awareness and boost voucher redemption by 35.5% !”

Hillary Bressler, CEO and Founder of .Com Marketing

Process

.Com Marketing created a dynamic promotional micro site that further branded Prime Outlets and allowed customers to print a desirable $10 off voucher valid from July 1, 2006 to October 31, 2006, which was the length of the campaign. Redeemable at Guest Services at participating Prime Outlet locations, the vouchers were tracked via a unique code, as well as the customer’s name. In addition to pleasing its customers with access to savings and promotions, the micro site was able to capture consumer information previously unknown to Prime Outlets.

Marketing Tactics:

• Promotional micro site
• Pay Per Click-Yahoo! and Google
• Geo-targeted Online Banner Campaign, Online banner ads and online sponsorships achieved a click thru rate of 19%, way above the standard.

Results

The client’s goal was to achieve a redemption rate of 8%. The integrated campaign created by .Com Marketing instead achieved a 35.5% redemption, surpassing the client’s goal, and expectations, by a stunning 350%
Results Breakdown:

• Vouchers Printed: 19,442
• Vouchers Redeemed: 6,910
• Percent Redemption: 35.5%

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