search.noResults

search.searching

saml.title
dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
MITCHELL & BROWN Interview


BiggeriB gger. Better


18


Following the huge success of Mitchell & Brown’s consumer marketing campaign last January, the UK-based TV brand has launched a new, bigger, better and bolder campaign, leveraging mass supermarket footfall to drive customers into local electrical retailers.


B


ack in February, Mitchell & Brown launched a new marketing campaign to leverage the mass footfall in Morrisons supermarkets to drive customers into local electrical


retailers. The company dispensed thousands of 12-page TV brochures with discount codes of up to £75 off its TVs. The promotion involved 30 Morrisons stores located in major towns and cities across the UK, from Glasgow to Southampton and Avonmouth to Scarborough. Mitchell & Brown has championed the high


street retail model and its retailers since the brand launched in 2016, and it continues its support for pro-high street initiatives like Business Rates reduction.


“The campaign exceeded our expectations and we were very pleased with the responses


Bolder.


from both our retailer network and consumers,” Dan Brown, Operations Director for Mitchell & Brown, tells ERT.


“One of the standout successes was the significant increase in footfall observed in various regions of the UK, with more consumers specifically seeking out Mitchell & Brown TVs. This uptick in interest demonstrated the effectiveness of our brochures in driving customers to retail locations and enhancing brand visibility.


“Consumer feedback was another positive indicator of the campaign’s success,” Mr Brown goes on. “Our customer support team reported numerous interactions where consumers mentioned the brochures they had seen in their local Morrisons. This direct engagement not only validated our reach and impact but also highlighted the brochures’ role in prompting further inquiries and interest in our products.” Mr Brown says that feedback from retailers was equally valuable, with constructive insights that will help Mitchell & Brown refine and improve its future promotional efforts.


The ideal partner


In terms of distribution, around 10,500 brochures were distributed across 30 Morrisons stores, with an impressive 87 per cent pickup rate. The idea to partner with Morrisons for this latest campaign stemmed from the unique


Better.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40