Main RMI Number
408-554-4960
SCU - St. Joseph's Hall
Room # 108
|
|
Retail Management Institute Newsletter - Spring '07
Kellan McNamara Promotes Marketing at Cost Plus World Market
by Colleen Carr '07
Kellan McNamara, RMI Alumna '06; associate marketing manager for in store at Cost Plus World Market.
|
|
Marketing Manager Kellan McNamara ’06 gives us a glimpse into her world, that is at Cost Plus World Market.
As a Marketing Manager at Cost Plus World Market, what types of responsibilities does your job entail? I manage all marketing promotions for 292 stores nationwide, including weekly call to actions to get customers into the store, exciting store events, and overall brand campaigns. These events and promotions are advertised through channels such as newspaper tabs, ROP (run on press), direct mail, e-mail blast, web site marketing, as well as some unconventional marketing opportunities. I also manage the design and in-store coordination of gift cards along with the World Market Private Label Credit Card business.
How would you define your role in the growing retail marketplace? Cost Plus World Market is a unique solution in the retail world. Our product mix is distinctive, offering wine, furniture, home decor, jewelry and more all in one marketplace. Therefore, it is an extremely competitive retail environment. Within the marketing planning team we are working on branding efforts, non-traditional marketing campaigns, and telling the story of our authentic and affordable message to differentiate us from the many large volume retailers.
Would you tell us about the Ghirardelli promotion you oversaw? I have worked to develop many store events but my largest and most successful to date was the “$10,000 Unwrap the World Instant Win Game.” The day after Thanksgiving, Black Friday, our stores opened early along with many other big box retailers for the biggest shopping day of the year. In order to drive customer traffic into the store, I had to create a promotion that was both on brand and unique to give customers a great incentive to come in early and shop on the busiest retail day of the year. I partnered with Ghirardelli and American Express to offer an Intense Dark Chocolate Ghirardelli bar to the first 100 customers through the doors. Each customer had the chance to unwrap and win one of five grand prizes for A Gift of Travel gift certificate for a trip around the world. The response was phenomenal as it drove traffic, and five lucky customers won a gift to travel the world.
What’s biggest challenge as a marketing planning manager? My job is dependent on how well I can work with the many moving pieces of the store-marketing world. This requires me to coordinate with my many clients, store operations, visual merchandising, merchandising, and information services to complete a project.
What’s the biggest thrill? To see my ideas come to full fruition; whether it is an online ad, event in stores, or overarching marketing campaign.
Cost Plus World Markets $10,000 Unwrap the World Instant Win Game.
|
|
Back to Newsletter - Spring '07
Retail Management Institute - Santa Clara University
rmi.scu.edu
|
|
RMI Newsletter
