Executive Summary

Our mission:

To increase shares in revenue by the empty-

nesters/Adams Place target market (ages 55 and

over) by 1% in the Murfreesboro Best Buy Store.

Research

Research surveys and extensive live

video taped interviews to gather our

information, strategies, and tactics.

Most important qualities of a Best Buy

store for seniors –

Comfort, Ability, and Reliability

..Research Continued

Research through our direct interviews

of 15 empty-nesters indicates that many

still rely on the daily news journal to

receive local information.

Promotional Plan

4 month period

Budget of $26,735

Sponsoring a bingo game at St. Clair

Community Center

Advertise senior citizen discounts & early

bird specials in the Daily News Journal

Direct mail flyers with coupons

Advertise in restrooms at places such as

doctors’ offices, community centers, and

restaurants

Advertising

Direct mail flyer

10% off every Wednesday

Early bird special 10-12

2,500 homes/month

...Tactics continued

Direct Mail

Personal Customer Relationship

Increasing trafficIncreasing service/ product purchases

Awareness Affordable

•Daily News Journal Ad

• Early Bird Senior Citizen Discount

• Reaching 16,579 households in

Murfreesboro, Tennessee

Advertising

Tactics

Loyalty

Awareness

Discount

Price Matching

Newspaper

Ad/ Discount

Coupon for

Daily News

Journal

Marketing Collateral

Potty News Flyers at:

Shoney’s on Church St

Shoney’s on NW Broad Street

Demos’ Restaurants

St. Clair Community Center

North Rutherford YMCA

Murfreesboro YMCA

○ Distribution of 2,500 copies every month

○ Total Cost: $2,040

Promotional Activities

Sponsorships for

special event

Afternoon Bingo ‘N

Bowling with Best

Buy

Location: St. Clair

Community Center

in Murfreesboro, TN

http://www.youtube.com/watch?v=fK

S7TOkq2N8

Budget

Direct Mail Letter (8x1/2)(5x1/2) - $2,100

DNJ - $1,440

Potty News Flyers - $2,040

Bingo - $1,830 ($480 gift cards)

Estimated Cost: $ 7,410.00

Our Goal

We WILL: Increase sales by 1%, build

new customer relationships, build service

awareness (Geek Squad), and

build/improve empty-nesters perception.