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Sears Hometown Outlet Stores

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This Spring, Media Works helped Sears Hometown and Outlet Stores grow sales and store traffic with a targeted Lawn and Garden radio campaign.

About Sears Hometown and Outlet Stores

With more than 1,250 locations across all 50 states, Sears Hometown and Outlet Stores provides customers with home appliances, lawn and garden equipment, hardware, tools, and more.

The Marketing Objective

Sears Hometown and Outlet Stores challenged Media Works to create and implement a targeted radio campaign for select stores throughout the Southern states to increase awareness of their Lawn and Garden products, drive traffic to their “Family and Friends” event and boost seasonal sales.

Media Works’ Approach

Focusing on the nuances of each area surrounding the participating stores, Media Works evaluated and recommended key radio stations in each market to raise awareness and maximize reach among homeowners, aged 25-54. Then, to optimize costs, Media Works negotiated schedules on a local basis to enhance store relationships with stations and provide hyper-targeted media support, including an on-site event designed to generate traffic in stores.

Rather than relying on National firms to secure rates and added value, Media Works developed local relationships with stations across the country. While this approach is more time-consuming, Media Works believes it leads to better rates, service and bonus packages for clients. To create further efficiencies for Sears Hometown and Outlet Stores, the Media Works account team eliminated production costs by utilizing local radio talent to produce scripts that were updated frequently throughout the campaign.

The Spring radio campaign featured a series of thirty-second radio spots that ran over four weeks to promote weekly features and specials. The buy included a remote broadcast package to drive in-store traffic during the key “Family and Friends” event weekend. Performance was further boosted by added value bonus units and promotional mentions. 

Outcome

Not only did all 50 participating Sears Hometown and Outlet Stores see an increase in foot traffic throughout the campaign—particularly during the event weekend—but also saw an average 7% lift in sales overall. 

Coupled with other project successes, this engagement further strengthened the agency-client relationship. And, after completing the RFP process that began earlier in 2015, Sears Hometown and Outlet Stores named Media Works its agency of record. The account covers the national and local TV, radio and out-of-home media buys across the retailer’s entire footprint.

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