Eddie Bauer Sport Shop Mobile Tour
Eddie Bauer Inc. (EB), a leading international retail clothing brand, planned to launch a 16-venue mobile tour to introduce its newest retro-inspired sportswear collection geared to a younger audience. Through the tour, consumers were to be given the opportunity to see and possibly win a new Eddie Bauer Special Edition Ford SUV and EB Teardrop Sporting Trailer. The objectives of the promotional tour were to drive traffic into Eddie Bauer stores and to the EB website, as well as see if redemption rates of game pieces and sales would be higher in a market area where there were events held compared to markets where no events were held.
Clearpoint Agency was tasked with producing a final budget, hiring and scheduling staff, acquiring an EB edition Ford SUV from a local dealer and implementing a plan for the 16-venue tour (over 15 dates in two months) within just a few weeks.
Clearpoint handled all venue contact, coordination and on-site support for the tour. Our team corresponded with venue officials, made arrangements for arrival and departure times, permits, exhibit specifics, hiring and training of staff, setup and breakdown procedures, promo giveaways, etc. Clearpoint also developed a recap sheet that would quickly outline results for EB corporate staff after each tour event.
The tour helped to drive traffic to the Eddie Bauer website and into retail stores, which in turn, enhanced sales. In total, the Eddie Bauer Sport Shop Tour exhibited before nearly 385,000 people, distributing 34,000 instant win game pieces and 21,924 giveaways. The sweeps and tour combined to provide a very positive launch for the new retro line of clothing, and same store sales posted their first gain (7%) in more than three years. Turn-in rates of game pieces per store were, in fact, considerably higher than in areas where no events were held.