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Marketing Objectives

Briscoes has partnered with the popular TV Three show The Block. (Briscoes Homeware, 2021) To complement the weekly room reveals, marketing objectives have been set to increase brand awareness and sales over the period of the show.

Objective 1

During the two month period commencing 1^st August 2021 and ending 30 September 2021, a brand awareness social media campaign will be run to increase the sales of soft furnishings (cushions, throws, bedding, rugs etc.) by 5%.  In the 2020/2021 financial year Briscoes sold approximately 3 million soft furnishing items (Briscoe Group, 2021) so this equates to approximately 5500 additional units per month across 46 stores or 120 extra items per store per month.

Objective 2

Increase the average spend of online customers by 10%, through a targeted email campaign. Customers on average spend $150 per shopping cart transaction, so an increase of $15 per checkout is achievable. The campaign will also run alongside Objective 1, commencing on 1st August 2021 and finishing 30th September 2021.

Objective 3

Increase the Briscoes social media following by 2.5% through a story telling campaign through social media channels. The campaign will run from 1^st August to 30 September 2021. This would see an increase of 3500 followers combined, over two months in the Instagram and Facebook platforms, approximately 875 per platform per month. (Facebook, 2021; Instagram, 2021)

 

References

Briscoe Group. (2021). Investor Centre—Annual report. Briscoe Group.     https://www.briscoegroup.co.nz/investor-centre/

Briscoes Homeware. (2021). Homeware & Home Accessories. Briscoes NZ.     https://www.briscoes.co.nz/

Facebook. (2021). Briscoes | Facebook. https://www.facebook.com/briscoesNZ

Instagram. (2021). Briscoes NZ | Instagram. https://www.instagram.com/briscoes.nz/