Astound Video – Minneapolis/St. Paul Retail Stores Achieve Single Largest Sales Event/Results.

The Challenge
As the category leader in Minneapolis/St. Paul market in video/film/photo preservation and duplication-to-DVD retail, Astound Video hired Browne+Browne in 2016 to develop and execute company rebranding and seasonal local “store-support” media (TV, radio, newspaper, outdoor), direct marketing, sales promotions and in-store POP programs, for Holiday/Christmas, Spring,
Summer and Fall selling seasons.

The Strategy/Solution
For the “Spring Sale” program, Browne+Browne Marketing was asked to improve Astound’s accountability of marketing dollars spent and to better target media and digital dollars around each of the 5 Twin Cities stores. In client discussions, we built the marketing plan of direct marketing (direct mail jumbo postcard to prospects and current customers, email program, and in-store cross-selling posters), sales promotion (consumer incentive offers-33% off, 5th Tape Free) and 45-64 year old demo targeted
zoned media (radio, newspaper) that delivered continuity of Astound’s 2016 rebranding, impact, retail call-to-action and measurable ROI. Over 30 years of expertise in local retail advertising and understanding retail-level dynamics, as well as knowledge of Astound prospect’s media usage provided a Browne+Browne perspective for a successful multi-faceted integrated plan with back-end measurement to quantify program’s effectiveness.

Results/Testimonials
• Astound Video best performing promotion in its 14-year history with order volume up 62.6% and sales dollars up 114% during the 5-week “Spring Sale,“ over same period year earlier (benchmark), with the integrated and localized retail advertising program.
• Direct mail, zoned suburban newspaper and radio performed especially well, sales generation wise.
• Astound web traffic was up 55% during Promotion, both in traffic and conversion

“The Browne+Browne campaign has performed quite well and Spring Sale order volume has been very strong.”                                                                              
                                                                             Astound Video President