community relations
• On-site signage: two stand-alone signs (2x5) on-display at Chapters and at
the Quinte Mall entrance with the highest overall traffic
FEEDBACK FROM RETAILERS
• W
hen considering other programs that are comparable to QM
Summer Book Club, Chapters experienced its best-ever return on
this initiative
• During the promotion, the retailer sold out twice and had to start a wait-list
for the selected titles
• A
s of mid-August, copies sold at Chapters:
∙ Th
e Handmaid’s Tale (June selection): 53 copies sold and 10 copies given
away by Quinte Mall
∙ Dear Mrs. Bird by AJ Pearce (July selection): 45 copies sold
∙ Her Pretty Face by Robyn Harding (August selection): 26 copies sold
• As of mid-August, Chapters, rewards earned:
∙ A dozen bookmarks with all three titles were purchased (C$15 reward
or US$11.55)
∙ One bookmark with two tittles purchased (C$10 reward or US$7.70)
∙ Two bookmarks with one title purchased (C$5 reward or US$3.85)
• As of mid-August, Starbucks, vouchers claimed:
∙ June: 22 vouchers claimed (40%)
∙ July: 12 vouchers claimed (27%)
∙ August: nine vouchers claimed (35%)
∙ Note: Starbucks offered Quinte Mall its partner-level discount on all
vouchers claimed in exchange for its inclusion on all advertising
• Having experienced an increase in retail sales and traffic, both Chapters
and Starbucks asked to participate in the program again next year
THE BOTTOM LINE
(US$)
Item
Reward gift cards
On-site signage
Starbucks vouchers
Discussion night
Bookmarks
Prizes Cost
$228
$190
$86
$74
$72
$27
Total $667
Quinte Mall's marketing
team tapped into
shoppers' need to
disconnect and lose
themselves in a good
story when it developed
its Summer Book Club
and the creative to
promote it.
Starbucks offered Quinte Mall
a partner-level discount for
these club vouchers.
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