CASE STUDY: Best Buy
Best Buy was (at the time of this posting) the largest consumer electronics (specialty) retailer in the United States. In 2018, Best Buy was ranked among the top 100 total revenue-generating corporations in the country.

With more than 1,000 stores nationwide and about 100,000 total employees (at the time of this posting), Best Buy was a nationally recognized, multi-billion-dollar brand with profit margins that measure among the top consumer businesses in the country.

Best Buy was a client that I worked on exclusively at Digitas, Boston (unaffiliated with DiPersioDesign, Creative Marketing).
brief:
The creative team at Digitas, Boston was chosen to identify, develop and launch an original Best Buy direct mail advertising campaign targeting new-to-market retail consumers. Our aim was to highlight Best Buy's newest and most attractive electronic products though printed and on-line sales efforts by establishing an exciting and dynamic vision to help set them apart from their industry competitors.

approach:
As the creative designer on a series of powerful and identity-driven promotional mailers and advertisements, we quickly gained ground with our target audiences across the country. Along with a select print-run of "grand opening" announcements, we pushed the envelope of the Best Buy brand into a new market and reached the crux of our younger demographic audience.

As our visionary messages of "What does fun sound like to you?," "Listen to the fun" and "You can hear the fun at Best Buy," our sales and analytics team quickly noticed an immediate increase in unique on-line and in-store visitors.

results:
The Digitas, Boston sales team, in coordination with our marketing group and analytics department, implemented our sales tracking software prior to this launch. The metrics were in place early in the process to help measure and record the anticipated ROI of this new campaign and track original sales numbers against previous data.

Since the release of this group mailing in quarter one, Best Buy was seeing a dynamic increase in sales numbers. And following this promotional sales effort over the course of the next few months, Best Buy's "unique customers" number was said to have grown by an estimated 10%-25% (per data analytics recorded at the time).

Internally, we often promoted (off the record) that Best Buy's continued success and consistent growth since then was, in part, a direct result of this dynamic marketing release... and in terms of sales figures, it seems that Best Buy has never looked back.

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Peter DiPersio, DiPersioDesign | Owner & Chief Marketing Officer | www.DiPersioDesign.com | ©2024 Copyright*
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