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The right note for the reopening in Basel
Musik Hug
Taking advantage of the reopening to attract new customers: The music specialist store Musik Hug advertised the relocation of its branch in Allschwil (BL) back to the heart of the city of Basel with a cross-media campaign. Thanks to regional targeting, it achieved high opening rates and click rates – along with a well-attended opening ceremony.
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Highly impressive results
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50,626
initial e-mails sent (30.83% opening rate / 6.5% click rate)
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12,472
reminder e-mails sent (49.25% opening rate / 2.96% click rate)
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2,400
postcards sent (addressed mailing) to people clicking on the initial e-mail
Our approach
Music Hug wanted to communicate the reopening of the Basel branch and attract many new customers to the store for the opening ceremony. The strategy developed with Post Advertising focused on regional targeting and a personal approach.
Selected people in the cantons of Basel-Stadt and Basel-Landschaft with an affinity for music were made aware of the branch relocation through an initial e-mail and a reminder e-mail. To reinforce the point, those who clicked on the initial e-mail received a personally addressed postcard mailshot motivating them once again to attend the opening ceremony and jam session. Thanks to the above-average click rate of 6.5 percent for the initial e-mail, Musik Hug was able to send nearly five times as many postcards as initially planned. The result was a well-attended branch opening with many new visitors – and a satisfied customer.
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The collaboration with Swiss Post was very efficient, pleasant and a complete success: the targets were exceeded. This was also thanks to transparent reporting and the ability to scale the campaign up quickly and cost-effectively.
Karim M'Rad, Head of Marketing & Communication at Musik Hug AG
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