True Value 2014 Annual Report Download - page 17

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TRUE VALUE 2014 ANNUAL REPORT 15
Our 2015 Five National Events program is
designed to connect with Young Achievers and
other customers across television, print, digital,
social and search media during peak selling
seasons through a smart mix of brand and price-
and-item spots. The program includes free
circulars to support each event, and members
can co-op 100 percent of the distribution costs.
Our January coupon book was supported with
a television advertisement for the first time. Sales
of the three featured items grew by more than
130 percent, from approximately $475,000 to
$1.1 million—98 percent of those sales were
captured by participating stores.
TV ad spend up tenfold in our new program to grow brand recall and sales.
Our new national events program: five events and free circulars in peak seasons
to connect with customer emotions AND pocketbooks.
INVESTING IN THE BRAND
A PASSION BRAND