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The Challenge
- Broder Bros., Co., a leading distributor of apparel and accessories operating under the "Broder", "Alpha" and "NES" brands, faced a weakening economy and inconsistent sales that were not driving the business forward.
- Broder wanted a promotion that fostered brand preference amongst its customers and provided a greater value for purchases.
The Solution
- Marden-Kane crafted and launched the Broder Super Sweeps promotion. Super Sweeps rewarded customer purchases of Broder apparel with points which could then be used as entries in a wide variety of sweepstakes that changed on a daily, weekly, and monthly basis.
- Prizes, which included items such as $100 client-branded debit cards, Apple iPhones, Garmin Navigation systems, BMWs, exotic trips and $100,000 cash, enticed customers to choose the Broder brands over competitors.
- Marden-Kane supported the initiative with direct mail, targeted emails, banner placements on brand web sites, and a robust promotion microsite.
- The platform developed was scalable, dynamic, and flexible, creating measurable competitive differentiation in the marketplace.
The Results
- 73% of targeted customers participated.
- 5% incremental net volume sale gain attributed to the program, including lifted orders in two key seasonal periods: pre-fall and pre-holiday.
- Initial eight-week test was extended for five additional months as customer feedback and in-market metrics eclipsed original expectations.
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