The Shops of Gaviidae Common
Gaviidae Common
Minneapolis
A pattern of decreasing sales at Gaviidae Common spurred a series of
in-mall interviews and focus groups to determine shoppers' perceptions of
the upscale, urban center. Gaviidae Common, located in the heart of
downtown Minneapolis, is anchored by Saks Fifth Avenue and Neiman Marcus
and has a unique mix of 50 shops and restaurants. However, the research
suggested that area consumers were unfamiliar with its tenant mix.
Gaviidae Common needed a new advertising campaign to showcase its shops
and reverse the sales slide. It also needed to develop an aggressive
media strategy that would allow it to more effectively communicate with
downtown workers and residents.
OBJECTIVES
1. To increase 1996 comparative sales by 5%.
2. To create a new advertising campaign that would increase awareness of
the center's stores.
IMPLEMENTATION
The strategy for increasing sales was to create a cost-effective
advertising plan that could be used in print and television over the long
term. To increase consumers' awareness of Gaviidae Common's tenant mix,
the campaign would focus on the center's selection of stores and
restaurants, while also showcasing merchandise.
The marketing team developed the advertising theme "The Shops of
Gaviidae Common," which was carried consistently throughout all print and
television advertising. All the ads featured four-color photography and
highlighted store names and merchandise.
The team targeted the one television station and the two magazines whose
audience most closely resembled Gaviidae Common's customer. In being so
selective, the team was able to negotiate value-added packages with its
media partners. The media plan included the production and placement of
10 infomercials (a $100,000 value) and the placement of three print ads
(valued at $16,940), which minimized the center's marketing budget while
substantially increasing its advertisements' reach and frequency.
RESULTS
By developing an aggressive media plan and negotiating significant
value-added deals with its media partners, Gaviidae Common was able to
effectively advertise, showcase its merchants and increase sales.
Year-to-date sales for 1996 increased 10.53% compared to year-to-date
sales for 1995. The positive sales trend continued into 1997 as well,
with year-to-date sales up 7.11% compared to the same period the previous
year. The team plans to follow up in the fall of 1997 with research on
consumer awareness of the center's stores, to gauge the effectiveness of
the new ad campaign.
CREDIT
Owned by: Brookfield DB Inc.
Managed by: Brookfield
Professional recognition to: Karla Keller, marketing manager;
Robin Keyworth, vice president, retail leasing/marketing; Rosemary
McCormick, McCormick Marketing; Jim Anderson, Brookfield Creative
Services.
EXPENSES
| Photography | $14,795 |
| Print ad layout | 2,100 |
| TV production | 10,435 |
| Color separations | 1,000 |
| Print placement | 90,445 |
| TV placement | 100,000 |
| Total | $218,775 |
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