Welcome to Booths Country
Overview
We worked with the marketing team at Booths to develop the brand values and visual story-telling. This work involved establishing new store locations, increasing brand awareness and developing a sense of community. Bringing people together to champion the locally produced food.
Advertising – press, TV and radio
Seasonal campaigns. The Booths business operations focused on three important periods of time Easter, Summer and Christmas.
These campaigns went across media, using local and national print titles, supported by regional TV and radio, when budgets allowed. As confidence grew in our ability to both run/execute these campaigns and deliver creative, impactful work, these projects were expanded to include outdoor media (OOH) campaigns.
Operationally we also oversaw the weekly promotions and campaigns, which ran in parallel. These were important savings and deals for loyal customers. Many of the promotions were aligned to world events and public holidays within the local areas.
Brand development and management
Brand development always starts with research, in order to develop a strategy you first have to understand the business, it’s audience and in this case it’s geography.
There’s simply no substitute for shopping the store, which we would do weekly. This gave us great insights, which informed the strategic thinking and implementation.
Within these processes there is a lot of development that is focused on two areas – both visual, design direction and tone of voice or copy. These developments were carried out with a broader cohort of Booths team – directors, stakeholders, operations, customer-facing servers and managers, ensuring the message resonated at all levels.
Once agreed, this important information was circulated throughout the organisation using appropriate internal communication channels.
Packaging design
Working with the marketing and buying departments within Booths we helped develop new product lines (NPD) and create distinctive own label products, complete with in-store point of sale (POS) support.
Our remit included providing the in-store support for external suppliers. From full creative packaging concepts and product development through to launch campaigns and suggestions for point-of-sale impact within specific store locations and footfall areas.
Internal communications and social responsibility
Our team supported the internal communications across 27 stores. This included weekly newsletters, team celebrations and long service awards. We also promoted the landmark achievements within the business, sharing merchandising guidelines/best practice and supporting charity events.
For example – Store specific communications – store layout, merchandising, local events and regional activities.
Charity event – information and support to managers and team leaders, physical store wide integration of the event and a clear message to all Booths staff about why the business was supporting it.
We would also work with the marketing team on New-store openings. Internally this would include welcome packs, training guides, merchandising direction. Externally we would connect with and support the local community.
Customer experience and event management
The customer experience within each store is crucial, from every entry point – whether on foot, cycling or via a vehicle, we curated the touch points and interactions.
Store signage was a prominent feature of these activities, developing both the internal and external signs, including way finding and directional signage throughout the properties.
Our knowledge of store layout would enable us to tactically develop the in-store point-of-sale (POS) and locate the customer touch points appropriate to the size, shape and traffic flows of the store.
Cafe and food service environments
The Booths offering often includes fresh food and beverage service counters, an area where a different customer experience is required.
With these areas the Booths brand was adapted for convey the convenience aspects of eat-in and take-away. This often involved elements of interior design and layout, signage, merchandising and promotions.
Budgeting and timeframe
We worked with the Booths marketing team to support all of their planning/scheduling around the feature campaigns (Easter, Summer and Christmas) and the weekly events.
We would also support the Booths team when developing collaborations with suppliers, bringing new products to market.
All of this work would be supported by fully costed scope of works documentation, complete with SLA’s.
Timeframe – we worked with Booths for 8 years.
Creating a buzz for your business
This page gives you a quick overview of some aspects of the work delivered for Booths.
If you’d like to know more about how we can create a buzz for your business there’s a really, quick and easy way to start that conversation, simply click the talk to us button, that will connect you to our calendar. Where you can find a time that works for you.
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