Sucre

Opportunity

In general, the holiday period (November-December) has always proven to be one of the largest revenue generating times for retailers. Since opening in 2007, gifting surrounding the Christmas holiday is the single highest revenue generating stream for Sucre. In 2008, one of the worst retail periods in history, Sucre saw significant increase in sales - 20% in-store and 250% online compared to the same period the previous year. Realizing the sales potential in 2009, Dondis, along with marketing partners Bond PR and FSC Interactive, developed a PR and marketing campaign to maximize results and ultimately sales, both online and in-store.

Program Components

• Media Relations
  Aggressive local and national media outreach to generate stories about Sucre, in particular a focus on holiday gift guides
• Interactive Marketing
  Outreach to 100 bloggers in specified communities to generate reviews/stories about Sucre
• Print Advertising
• Direct Mailer
• In-store Promotion
• Pop-up Store
   

Communications Objectives

• To increase the average sale of holiday packages from $45 to $165
• In general, to increase sales in Sucre's retail store in New Orleans and through its online store at www.shopsucre.com during the holidays
• To secure coverage of Sucre in gift guides in local and national printed publications
• To grow brand recognition both locally and nationally

Strategy

• Leverage the popularity of holiday gifting during the time period of November - December 2009
• Utilize holiday gift guides as a platform to promote Sucre as the perfect holiday gift
• Promote the ease of web ordering and shipping nationally via Sucre's online store
• Utilize and expand upon the success of Sucre's 2008 holiday campaign tactics
• Leverage the Internet as a platform for our interactive marketing campaign to drive online sales