Gordmans

Key Insight/Result:

Contrary to most retailers’ ingrained practices of relying heavily on FSI’s (Free Standing Inserts), sales can still be increased if print funds are reallocated to broadcast.

INDUSTRY:

Clothing Retail

PROJECT:

Increase Effectiveness of Media Mix

Objective

Gordmans department stores faced difficulties from tough economic times and competitive pressure. KSM’s goal was to maximize the client’s budget without sacrificing plan integrity.

Challenges

Client’s preferred form of promotion (FSI) was increasingly ineffective due to:

Print readership declines

Human resources

Expensive printing requirements

Strategic Approach

Due to the challenges posed by traditional print FSI, KSM advocated a major change to the media mix: stretch the budget without sacrificing effectiveness by reallocating FSI funds to broadcast channels and secure more on-air weeks, facilitating longer message continuity.

KSM’s suite of research tools was also used to identify additional margin optimizing initiatives.

Campaign Results

After initial tests proved successful, Gordmans’ approved additional reallocation of FSI funds to broadcast for other key retail periods.

FSI expenditures were reduced by more than 75 percent

Final fiscal year numbers saw same-store sales up 8.7 percent

The level of attention and strategic insight KSM provided to Gordmans definitely exceeded our expectations. They designed a campaign which not only delivered on all project goals, but also integrated additional budget optimizing elements to increase message effectiveness while keeping costs low. KSM has the adaptability and resources necessary to handle any undertaking, and I would highly recommend them to those in need of a leading media marketing agency.

Michael Hammond
Director of Marketing and Creative

American Cancer Society

Health and Disability Advocates