XTRA LEUK DOCUMENTATION SHOPPEN IN DECEMBER

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Sonja Mertens
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1 FREE DOCUMENTATION Promotion for the gift-wrapping service/shop was part of the XTRA Leuk Shoppen in de Marikenstraat (XTRA Great Shopping in Marikenstraat) campaign, which also communicated about Sunday shopping and Winter Night Shopping. POSTERS (A2) The promotional posters were displayed on all shop windows from 29 November to 22 December 2013 (inclusive). The following materials were developed and deployed. Communication Number Posters 75 Flyers A5 5,000 Flyers A4 50 Rollup Banners 3 Promotional Jackets 4 Marikenstraat Gifts 50 M Logo Stickers 600 XTRA LEUK winternightshoppen Kom gezellig winternightshoppen op 19 december 18:00-23:00 uur Stand met glühwein/chocolademelk/koekjes Stand met poffertjes Stand met erwtensoep Charles Dickens sfeerkoor gratis inpakservice Laat uw Marikenstraat aankopen gratis inpakken op 30 november, 1, 21 en 22 december xtra Koopavonden Dinsdag 3 december Woensdag 4 december Donderdag 19 december Winternightshoppen tot uur Vrijdag 20 december Maandag 23 december xtra Koopzondagen Koopzondag 1 december Koopzondag 8 december Koopzondag 15 december Koopzondag 22 december Koopzondag 29 december

2 FREE FREE FLYERS (A4/A5) The double-sided A4 promotional flyer was displayed in the shops from 29 November up to and including 22 December. The flyer was displayed in a transparent stand on every shop counter. On 30 November and 1, 21 and 22 December, the side promoting the gift-wrapping service was visible on the counter. The general XTRA Leuk Shoppen communication was visible on the other days. The double-sided A5 promotional flyer was displayed in the shops from 29 November up to and including 22 December, in addition to the A4 flyer on the shop counter. Flyers were distributed in Marikenstraat and surrounding shopping streets on 30 November and 1, 21 and 22 December. SPECIAL SIDE FOR 30 NOV AND 1, 21 AND 22 DEC REGULAR SIDE XTRA LEUK gratis inpakservice Laat uw Marikenstraat aankopen gratis inpakken in de Marikenstraat 6 - tegenover de Sting - op 30 november, 1, 21 en 22 december. Besteed minimaal 20,- in de Marikenstraat; op vertoon van uw kassabon(nen) wordt uw aankoop gratis ingepakt met een maximum van 3 cadeaus per persoon. XTRA LEUK winternightshoppen Kom gezellig winternightshoppen op 19 december 18:00-23:00 uur Stand met glühwein/chocolademelk/koekjes Stand met poffertjes Stand met erwtensoep Charles Dickens sfeerkoor gratis inpakservice Laat uw Marikenstraat aankopen gratis inpakken op 30 november, 1, 21 en 22 december De Marikenstraat wenst u fijne feestdagen! xtra Koopavonden Dinsdag 3 december Woensdag 4 december Donderdag 19 december Winternightshoppen tot uur Vrijdag 20 december Maandag 23 december xtra Koopzondagen Koopzondag 1 december Koopzondag 8 december Koopzondag 15 december Koopzondag 22 december Koopzondag 29 december

FLYERS To create extra attention for the campaign in Marikenstraat and surrounding shopping streets, flyers were distributed on 30 November and 1, 21 and 22 December by a promotional team dressed in

In this way, both the gift giver and gift receiver would be reminded of the gift-wrapping service at a later point in time.

3 FLYERS To create extra attention for the campaign in Marikenstraat and surrounding shopping streets, flyers were distributed on 30 November and 1, 21 and 22 December by a promotional team dressed in red Marikenstraat jackets. M LOGO STICKERS To enhance the recognition of the Marikenstraat brand, a subtle M logo was affixed to each wrapped gift as a reference Marikenstraat. In this way, both the gift giver and gift receiver would be reminded of the gift-wrapping service at a later point in time. GIFTS ON SHOP COUNTERS To create extra attention for the gift-wrapping service, on 30 November and 1, 21 and 22 December, sample gifts were placed on shop counters to trigger consumers - in addition to the A4 and A5 flyers displayed on shop counters. The sample gifts triggered consumers and gave them a chance to see the high quality of the gift wrapping.

4 ROLL-UP BANNERS The promotional banners were deployed in the shopping street: one at the entrance to the gift-wrapping shop and two at the street entrance and exit. XTRA LEUK gratis inpakservice Laat uw Marikenstraat aankopen hier gratis inpakken op 30 november, 1, 21 en 22 december. Besteed minimaal 20,- in de Marikenstraat. Op vertoon van uw kassabon(nen) wordt uw aankoop gratis ingepakt met een maximum van 3 cadeaus per persoon. De Marikenstraatagen! wenst u fijne feestd FREE

5 VACANT VS. DECORATED UNIT Below we describe the impact of the decoration on the vacant unit and shop window. The ambiance and general impression of the shop unit and shop front were both improved significantly, contributing to the overall atmosphere on Marikenstraat. VACANT UNIT DECORATED UNIT

6 SNACKS Visitors were offered a range of complimentary snacks while they waited for their gifts to be wrapped. Young and old tucked in eagerly. Providing snacks kept visitors in the shop longer.

7 GIFT-WRAPPING STYLISTS The gift-wrapping stylists were true professionals with years of experience. Not only did visitors to the shop receive festive, high-quality gift-wrapping services, but they were also treated to a smile and a friendly chat. CURIOUS CONSUMERS The gift-wrapping shop attracted a lot of attention. Some shoppers were unable to contain their curiosity and were very interested about what was happening in the unit.

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