$10,000 DESIGNER HOME MAKEOVER
Client: Wharton Realty Group + Vero Beach Outlets
Title: $10,000 Designer Home Makeover
Category: NOI Enhancement
Award: 2017 U.S. Maxi Silver Winner
Challenge:
Following an ownership change at Vero Beach Outlets, leasing efforts resulted in a new deal to expand Restoration Hardware Outlet. The 15,000+ SF store would expand to 30,000+ SF. Recognizing that the lease was a percentage rent deal, coupled by the need for the center to build back its VIP Club with email data lost during its recent sale to new ownership, there was a need to create excitement around the changes at the center and to drive traffic and sales specifically to Restoration Hardware.
Strategy+Style tackled each challenge with a behaviorally and geographically-targeted program, namely its $10,000 Designer Home Makeover.
Approach:
Strategy+Style worked with Wharton Realty Group to invest marketing funds in a “$10,000 Designer Home Makeover” six-week, online contest to award a single grand prize winner with:
- $10,000 in Restoration Hardware Outlet home furnishing merchandise
- A home assessment visit performed by Spectrum Interior Design, an awarding-winning, Vero Beach-based interior design firm
- The services of the interior design firm to help design, install and stage the winner’s home
Tactics:
- Developed a marketing partnership with Spectrum Interior Design to include advertising, on-site visibility, media outreach, interactive promotion and social media support
- Developed an expanded behaviorally and geographically targeted marketing program which included:
- Regional digital advertising:
- Desktop and tablet banner ads
- Mobile banner ads
- Facebook ad campaign geo-targeted to the West Palm Beach DMA
- A series of behaviorally targeted eblasts including:
- Vero Beach Outlets’ existing VIP Shopper database comprised of 4,500 names
- Spectrum Interior Design’s client database totaling 500 individuals
- A 750-member database of Florida-based members of the American Society of Interior Designers (ASID)
- A nearly 20,000-name real estate and home improvement professionals database including realtors, architects, home builders and interior decorators
- A more than 56,000-name behaviorally-targeted shopper database via BMI
- Regional digital advertising:
- Featured a contest “pop-up” on Vero Beach Outlets’ website homepage to foster data capture
Results:
Targeting:
- Delivered: 21,250 blast emails to home furnishings-centric users alone
- Delivered 1,101,254 mobile impressions to the geo-fenced audience
- Generated more than 2,400 contest entries over the six-week entry period
- VIP Shopper Club membership rose a dramatic 358% from 4,500 to 20,610 individuals by year’s end
Expense to Sales ROI:
- $29,558 budget generated a $334,247 sales increase for Restoration Hardware Outlet in the month of March compared to the previous year – a 1,030% return
- $15,000 (ownership-approved marketing up-spend budget) resulted in a month over month increase in sales of +87.7% across the center
Contribution to NOI:
- For the full year 2016, Restoration Hardware Outlet-specific marketing efforts led to the center’s now former ownership entity enjoying a significant return upon exiting the asset
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