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Krystal Case StudyCase Study: Fast food company seeking local print coverage around store locations Challenge: In addition to broadcast television, radio and billboards, their aggressive marketing plan lacked direct mail vehicles targeted to each store location. The top line media in their current marketing plan was perfect for branding, but it was not driving efficient sales. Strategy: Krystal was interested in implementing print media vehicles to target their particular store locations in order to produce a positive lift in sales. Execution: Echo Media created a presentation highlighting the advantages and strengths of print media vehicles surrounding their many locations. With the addition of print media, they were able to effectively target their fragmented geography in order to increase individual store sales and drive traffic. Conversion to print and couponing, a new approach for the discount fast food chain, was also implemented to drive sales. We addressed Krystal Management’s top three objections to using print media:
Results: Many of Krystal's locations received .35% lift in sales at their stores. With the successful lift in sales from the direct mail campaign, Echo Media was able to help Krystal achieve positive sales results for many of their store locations. Print media has proven to be a compelling and viable part of their overall marketing plan.  US Vision - JC Penney Optical Case StudyCase Study: Store by Store Coverage Challenge: Large, national optical store needs to drive traffic to stores in “out-of-the-way” markets to help maintain customer volume. Over 555 stores throughout the country need to have coverage options. Secondary Challenge: Category exclusivity. The vision and optical category has significant competition, which locks US Vision out of some of the print media that cover their locations. Strategy: Echo Media has access to over 2,300 unique print media vehicles and maintains a database of ZIP codes covered by these media. Using a store ZIP code list provided by US Vision, Echo Media can apply radial counts and assess store coverage. Extending the radius out by ten miles, Echo Media can also make sure that the print distribution encompasses the trade area around the store locations, not just in the store’s primary ZIP code. Echo Media’s cafeteria approach to multiple print media options allows US Vision to choose from numerous print media vehicles in a market, not just one, so there is always an advertising option with category availability. A mix of newspapers, direct mail and other alternative media are always outlined to suit the varied nature of advertising campaigns throughout the year. Execution: Market-by-market planning is performed annually and throughout the year to support new locations through grand openings, as well as to support stores with important sales. Within these plans Echo Media incorporates:
Results: 100% coverage of store locations in need of support at pricing that makes sense from a return on investment perspective. GutterMaxx Case StudyCase Study: From Television to Print Challenge: Guttermaxx is a home improvement company that specializes in the installation of new gutters to residential properties. Their primary advertising medium was television, but when the rates continued to increase, Guttermaxx searched for another form of advertising to keep the phones ringing. Strategy: Select print media as Guttermaxx expands their patented product into markets across the country. Execution:
Results: Working within these parameters, Echo Media built a program on a market-by-market basis, allowing Guttermaxx to grow their business in existing markets along with a strategy for expanding into new markets.
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