Topman appoint Start Live to assist in store relaunch strategy
Start Live, the events and experiential arm of Start Group, has been appointed by TOPMAN to work on a store launch for November 2010.
Start Live were asked to develop an awareness campaign to drive footfall to the newly refurbished and extended store in Colchester. The activity needed to include key messages as well as an element of interactivity with its core demographic of 16 to 35 year old males.
The first wave of activity, pre launch, saw TOPMAN collaborating via an on and off line campaign with local colleges and universities, as well popular bars, clubs and the local Army Garrison. The activity included TOPMAN exclusive offer scratch cards offering free products from the TOPMAN Autumn/Winter 2010 range along with discounts and competitions prizes.
In the second wave of activity, again pre launch to drive awareness, TOPMAN partnered with Colchester FC and some of its players to take TOPMAN to its fans during a home game against local rivals Leyton Orient.
Finally, the third and final phase took place on store launch day, 4th November, with a team of TOPMAN promotional staff visiting university and college campuses, bars, clubs and the student union, modeling the latest in store ranges, and inviting students to participate in an instant ‘scratch and win’ competition. More than 4000 winners took part to won a huge range of prizes and in-store offers.
Debora Smith, Managing Director of Start Live, said: “TOPMAN is a much loved high street brand with a reputation for cutting edge trends and great connectivity with its customers. Store launches need to be really targeted to each location to ensure that the connectivity follows through not only on a national but local level too. The campaign we devised delivered an on-brand message, but with a local experience, making it instantly engaging and encouraging to exactly the right demographic, pushing footfall to the store. Previously TOPMAN have tended to flyer city centre’s rather than taking the message to the heart of their demographic audience, we certainly feel this format has received a far greater impact and ROI. We look forward to working with TOPMAN again to assist them in delivering a series of launch campaigns that really drive footfall and help build community spirit at the same time.”