Featured work
The Brooks Brothers marketing riddle. How to launch a classic American brand quickly and successfully in a new market?
Results
Since opening, the Toronto flagship store has exceeded Brooks Brothers’ benchmarks each month – making it a top performing store in North America.
Northern exposure. Brooks Brothers wanted to ensure their Toronto flagship retail store made an immediate and enduring connection with the city’s business and fashion leaders. Working with the U.S. and Canadian Brooks Brothers teams, Ariad formulated two key goals: to identify and prioritize key audiences, and to develop an integrated and efficient marketing program.
Tailor-made solutions. Ariad’s strategy focused on demonstrating the continued relevance of the 192-year-old brand to the new store’s potential customers. A variety of online and offline engagement initiatives that connected the store with the daily work schedule of the target audience were used, including an incentive to make an initial purchase. To keep the new store top-of-mind, all messaging emphasized its location in the heart of Toronto’s financial district.
A launch to remember. Ariad created a comprehensive digital marketing campaign that incorporated social media, email marketing, blogger relations, content sharing via Brooks Brothers’ first Twitter application, as well as digital out-of-home media. Ariad complemented the online program with a targeted, measurable partner marketing program.
Partnering makes perfect. Ariad reached out to potential customers through strategic partnerships with the Board of Trade and alumni groups at local business and private schools. The use of bar-coded email offers, and other direct marketing initiatives, increased the number of consumer touch points – and the opportunity for program measurement.
