best practices to drive new store success
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Learn best social media and PR practices to drive new store success for your business.TRANSCRIPT
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Jessica NuñezPresident@NunezPR
Best Practices to Drive New Store Success
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Nuñez PR Group, Copyright 2014
New Store Opening Goals
• Generate maximum awareness• Engage customers in a big way• Streamline marketing efforts • Change perceptions
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Nuñez PR Group, Copyright 2014
Brand Solutions
• Combine social media and local PR• Utilize relevant social media platforms • Center around a big idea • Garner online consumer engagement• Incentivize visits• Know what’s next
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Nuñez PR Group, Copyright 2014
Brand Solutions
Driving New Store Success
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Nuñez PR Group, Copyright 2014
Target Audiences:
•People who practice healthy living
•Affluent, educated women
•Professional men and women
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Nuñez PR Group, Copyright 2014
Strategy:
•Implement localized Facebook campaigns
•Establish SM engagement and word-of-mouth
•Secure features with top-tier media/influencers
•Invite media/online influencers for lunch
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Nuñez PR Group, Copyright 2014
Results
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Nuñez PR Group, Copyright 2014
Local Market Results
• +6.2M geo-targeted FB impressions• +4.7M local media impressions• 47% of entrants shared FB tab• 121% increase in fan engagement• 1,370 entrants / email sign ups• 4,247 new likes• 51% organic growth• $.50 cost per fan• 288 Foursquare check-ins
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Nuñez PR Group, Copyright 2014
Key Takeaways:
The campaign, now in its third year, helps Zoës build on its relationship with local customers and drive future visits:•Existing fans fuel online campaigns•Multi-layered campaigns effectively build relationships and loyalty with local customers and drive regular store visits
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Nuñez PR Group, Copyright 2014
Key Takeaways:
•Generated more than 30 million local media impressions annually
•In 2013, Zoës acquired +15,000 new Facebook fans solely through new store openings
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Nuñez PR Group, Copyright 2014
Objectives:•Generate excitement and high awareness
•Educate Dallas shoppers about Belk and the meaning of Modern. Southern. Style.
•Position brand among discriminating shoppers
•Establish goodwill
Planting a Flagship in Dallas
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Nuñez PR Group, Copyright 2014
Target Audiences:•Business and fashion media
•Fashion and style influencers
•Young women
•Moms and families
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Nuñez PR Group, Copyright 2014
Strategy:•Generate a steady stream of publicity within: Fashion, Business, Community
•Form ties with top fashion and style influencers
•Create live fashion events
•Develop community partnerships
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Nuñez PR Group, Copyright 2014
Results:
•+46 million media impressions in less than seven months
•Generated more than $125K in publicity value
•Attracted more than 2,200 media, influencers, shoppers and new Belk fans to GO events
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Nuñez PR Group, Copyright 2014
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Nuñez PR Group, Copyright 2014
Q&A