2008
Pentax Camera loved the BobCar program so much, they re-commissioned us for the following Holiday Season!
With touchpoints at New York City retailers PLUS seventy-five non-retailer events, we generated 2.3million impresions during the 10-week program run — which comprised 53 total active days, and validated 175,000 BobCar Showroom Brand Ambassador interactions.
OBJECTIVE
Produce, manage and deliver a highly rewarding, highly contagious one-to-many consumer exchange through a unique program that would creatively present the new Pentax product line, directly boosting ROI as well as reinforcing the brand’s category leadership and its relationship with local consumer electronics retail partners.
SOLUTION
Placed two Pentax Mobile Showrooms exclusively in New York City an capitalized on the increased foot traffic during the summer months with 53 active days over ten weeks.
RESULTS
Our average validated consumer impressions:
45,000 daily
224,000 weekly
2.3 million+ over the ten-week program
TESTIMONIALS
January 2, 2008
Dear Ben,
I wanted to thank you and your very professional staff for their efforts in putting together the Pentax “BobCar Promotion” in Manhattan this past Fall/Winter.
As you were aware, when we met at the Consumer Electronics Show earlier in the year, I was looking to develop a promotional event to promote Pentax products in the critical New York market and tie in our key dealer advertising while targeting our flagship SLR product line directly to the consumer without breaking the budget. I am pleased to tell you that the mobile showroom was a huge hit, not only with the consumers and dealers alike, but with our sales people as well.
One of the best features of the Mobile Showroom is that it gave us the ability to place the display strategically around Manhattan at various events and also directly outside the locations of our key retailers where consumers could see live demonstrations, and more importantly, handle the products. In addition to this, the consumer could ask questions and discuss their picture taking needs with your expertly trained staff. It was like having a “touchy feely” billboard that was mobile.
The result of all this was that in tracking the sales with consumers who visited the BobCar, using special coupon incentives, redeemable at any of our authorized retailers, we were able to compare the individual dealer advertised sales last year vs. the sales with the BobCar tie-in this season. The results were impressive. Same store sales vs. last year increased 300% to 400% in all product categories where the BobCar was present at a dealer event. As a result of this, Pentax will be rolling this out again this year on an expanded key market basis.
Again, I would like to thank you and your staff for your expertise in putting this together and assisting in making this promotion the most successful Pentax event in recent memory.
Best Regards
Paul Caliendo
Northeast Regional Sales Manager