E.T.M., “dam” fun!

Wanted to utilize a more effective tool of reaching our customers directly.

Wanted to be more competitive with other online marketing efforts for University insignia products.

Main goal for usage of ETM was to reach our customer base directly with information regarding events and product promotion.

Specific events – 1st Home stand

First in series leading up to an event

New product lines

Screaming Deals

Secret Sales – primary objective Create positive “buzz” on campus Provide quality products at exceptional pricing Generate large volume of sales in short period

Building ListsUtilized previously submitted emails

Previous clothing web order customerText reservation participantsCreated a giveaway contest

Sample invitation email

Example of a giveaway that also helped generate additional sign-ups to our ETM program. Static display laptop on sales floor Click through window on website

Considerations Building lists

Smaller number better Avoid diluting member

base Pithy category

descriptions Placement on E.T.M page

Format of blasts Easy 3 parts

Heading Body (product) Details

Subject headings Clear and concise

Avoiding “cuteness” or vagueness

Think it through Privacy statement

consistent on web site Everything covered

(blasts) Exceptions, limitations,

etc.. Store personnel awareness

Success Achieved Secret Sales

About 5 different sales events conducted Strong turn out for all but one

Product selection a positive factor

Pre-game Blasts Sent prior to home football games Highlighted different products or vendors

Secret Sales

Sample pre-game blasts

Always bear in mind that your own resolution to succeed is more important than any other.

- Abraham Lincoln

Efforts are in line with initial goals for program Competitive with other campus online marketing Building a list of those who want to receive messages

Variously measured Spending less on traditional advertising with no drop off in

sales or reach to customers Lists are growing People are showing up at events!

Future Uses of E.T.M

Continue Secret SalesExpand to one a quarter

Incorporating more online sales/promotions Utilize E.T.M tool with satellite locations Expand list offerings

Although avoid diluting overall effectiveness