MARKETING EVENT

DRIVES CONSUMER BEHAVIOR

Capability: Market Communications

Axiom Tools: Product Development

Business Objective

  • Regain relevance within the youth market where downloading is preferred to purchasing music in-store

Strategy

  • Drive consumers to stores with the “Bad Gift Boycott” marketing event
  • Provide gift cards in exchange for youth market returns of their worst gifts
  • Create online contest for consumers to submit their “worst gift ever” to be included in a national “bad gift list”

Results

  • 400+ network, regional TV and radio news stories
  • 1,000 newspaper articles and 300,000+ visits to SamGoody.com
  • 6% increase of in-store sales
  • Over 998 bad gifts shipped back to Santa by way of local charities
Stacked cd's on a table

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