One of the main complaints of advertisers is "the effect of magazines on sales can't be measured". Together with: "Magazines are slow in building traffic". Well, thanks to the Flemish Flair readers I have recent proof that these statements are not true. If done in a good way. (Knowing your audience).
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| Flair pumps |
Flair is a weekly aimed at young women (15-35 y.o.) who like getting fun out of life. The typical Flair-reader likes: affordable luxury. So yes, she can combine luxury brands with cheaper (fashion and beauty) brands. Today there was a special offer in the magazine with a coupon for Flair-branded pumps for 15€. It's the second time that retailer Torfs chose Flair as a favored partner (as a kind of seasonal launch for the new collections?).
The results? Some sales points were out of stock this afternoon. According to some tweets I have read, there was (is?) a stock of at least 20,000 pairs.
On the 'twitterprofile' of Wouter Torfs, CEO of Schoenen Torfs, you can read that this CEO is passionate about rebuilding his company as a community. And he's using communities, in this case, the community of the Flair-lovers, to make the match on a commercial level. Well done!
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| I surrendered for the @flair @torfs Mkt Campaign |
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