We are retained by our client, retail food giant SSP, to provide all the marketing and PR support for the launch and on-going marketing of M&S Simply Food stores across the UK rail network. SSP, the food service giant in the travel sector, operate M&S Simply Food stores under a franchise arrangement with M&S.
Typically, the objectives of the activity will be to create awareness of the store, its location and opening times and to drive the target audience to the store and become regular shoppers.
We propose and implement a variety of complementary marketing and PR tactics to achieve the above objectives. We also manage and co-ordinate the marketing activity on-site and monitor responses.
The activity includes a variety of tried-and-tested tactics to entice new customers into the store, and typically will use leaflets in different formats with promotional offers such as:
• Spend and Save
• Free product based on spend value
• Competitions
• Product sampling
Paver Smith is also responsible for recruiting teams of promotional distributers and for ensuring the appropriate permisisons are gained from rail and other authorities.
We supply all copywriting, design, artwork and print for all the marketing materials, (working closely with M&S Simply Food brand guidelines) and select and buy a variety of media including; poster sites, telephone kiosks, ad vans, ad bikes and taxis.
For many store launches, depending on location, we also provide PR support, including the provision of press releases, newspaper promotions and press calls.
The effect of using voucher promotions is that the results are highly measurable and can give us invaluable intelligence as to which tactics to use for future promotions. Success is also measured using sales data and customer footfall.