Club For Men
Situation
JGW was approached to launch Club For Men (CFM), a retail & online clothing store for men, based in St Ives, that used Geoff Huegill, Olympic swimmer, as its ‘face’. CFM targets males, 25-45, with a household combined income of $50,000 and upwards per annum.
Objectives
• To obtain positive media coverage throughout Australia, with particular focus upon metro areas.
• To Identify and utilise a range of communication channels that would positively influence customers in new & existing markets.
• To differentiate Club For Men and its products from other competitors in the market by service and its commitment to a ‘new way of shopping’.
• Generate 5-8 print articles about CFM in target media
• Drive 150 website registrations
Campaign
JGW began the campaign by creating a month-long competition: “Win a Year of Beer and $1000 in clothes” that coincided with the Rugby World Cup in Australia in 2003. Anyone who registered on the website within the month automatically went into the draw. The competition was promoted on the Club For Men website and via a series of promotional events including:
• A kick-off launch at Rugby World Cup Live with 20 promotional models wearing CFM t-shirts and handing our promotional cards;
• Promotional models & Olympic swimmer Geoff Huegill at St Ives Shopping Centre
• Promotional models at St Ives Shopping Centre for family day
• Promotional models at Pymble and Killara train stations (near St Ives), plus local rugby pubs attracting target audience
Media outreach & publicity was also implemented, with local papers encouraged to cover in-store events, as well as national magazines, including glossies aimed at the target audience also running stories on the store and its merchandise.
Results
Over a 12-week campaign, the print media campaign objective was exceeded, with all communication objectives met in regards to key messages being communicated. For those who prefer figures, JGW generated up to $65,000 of media coverage (based on equivalent ad spend) - but it is the fact that all communication objectives were met that we see as most important.
Media included:
Launch and follow-up articles in St Ives Village Life; Launch and follow-up articles in Nine To Five; Interview with Geoff Hugill & article in Nine To Five; Product story in Shop Till You Drop magazine; Valentine’s Day story in Virgin Blue InFlight Magazine; Interview with Geoff Huegill and CFM CEO, Tim Robert, in Australian Penthouse Magazine regarding how men can develop their fashion style; FHM – fashion section, story of CFM launch and accompanying image; St Ives Village Life – story on the competition winner; Good Living Men’s Fashion Special; Sydney Confidential story in the Daily Telegraph; Launch article in North Shore Times.
The website registration objective was also met, and there are now over 500 members of 'The Club' and The Club for Men website is frequented more than 200 times/day, with more than 50% of visitors becoming purchasers.
Click here to download a PDF of this case study.