Surprising Results With Customer Fashion Marketing

A fashion shoe store owner (a client) and I have just been analysing the results of her recent Back-to-School summer marketing promotion.

The shoe store owner was thinking about how big her database was getting and the cost of mailing out a letter promotion to 4,000 past customers (about $3,400). So instead, we just did one email and two SMS campaigns.

Did they work? Absolutely. The almost identical SMS, email and letter promotion has been sent out the past 4 years. Every media worked – email, SMS and post.

See the results below:

Fashion marketing shoe sale results

Now the 110 (approx) sales the store owner missed out this year (Jan-Feb 2013) versus the 2012 result of 225 came down to not posting the letter. So I did the sums. 110 sales x the average sale. The result was approx $2,000 profit.

So the moral is… if a promotion works, don’t stress about the cost.

If your database is growing – fantastic!

If on the other hand you don’t know if your letter or SMS campaign will work, then test on a small batch of 400-500 customers. Less than 400 won’t give you enough of a measurable result.

$71,126 Increase in Net Profit in 12 Months!

Sign business marketing

Derek Scott
Owner, sign business, Malaga, WA.

"Mark Fregnan from Kinetic Media & Marketing helped us to implement systems for quoting and job management, initiated customer care programs and assisted us to target our ‘ideal’ customers."

"As a result our bottom line improved by $71,126 over the previous 12 month period (2005)."

Beauty Products – Ready for Promotional Sales!

Beauty salon marketing

Marnie Kallmeyer
Owner, Beauty Image Salon, Wembley, WA.

"I realised the importance of having a good client database in order to increase sales."

"Mark Fregnan assisted us to setup our new Salon Software for promotional marketing campaigns."

21 November 2008