CREATIVE STRATEGY, MEDIA PLANNING,
MEDIA BUYING, STUDIO SERVICES
Background
We handle media planning, buying, creative, and production for B. Riley Financial’s Retail Solutions division, working on the largest liquidations in the world. And after 5,000+ stores successfully closed with over $3B in inventory moved, we’re getting pretty good at it.
The Challenge
Liquidate millions, sometimes billions, in inventory, typically within a tight 3-month window. This involves intensive research into target demographics, retail inventory, and geographical factors. Our agile approach pivots from strategy to execution in just 3 to 7 days, ensuring we're always ahead of the game.
From multinational, single-vertical chains with over 2,500 stores to massive department stores across North America, our expertise spans diverse retail landscapes. We excel in both brick-and-mortar and eCommerce liquidations, creating and distributing thousands of unique, engaging creative assets.
Leveraging over 200 newspapers, OOH, TV stations in multiple languages, and every major digital channel, we ensure widespread, impactful promotion. *We cannot disclose names of all projects and some figures have been redacted.
Faced with liquidating over 200 locations of a major National Department Store and its 11 store banners, our strategic mix of traditional and digital channels was key. With a focus on mid & southwestern chains, often in small, rural malls, our dynamic campaigns featured a creative blitz with weekly updates, leveraging a broad media mix to maximize foot traffic and achieve full liquidation.
We executed buys across digital and traditional media (TV, Radio, Newspaper, Facebook, Instagram, and Programmatic) to drive foot traffic and fully liquidate the chain. We generated 2,200 print pieces published in 190 papers across the country, 98 TV and Radio spots on over 200 stations, in 11 different versions - to accommodate their 11 store banners - in a little over 14 weeks.
Results
2.3 Billion products sold in under 14 weeks.
Billion-Dollar Step: How We Cleared the Deck for a Mega Shoe Store.
Tasked with liquidating 2,500 locations of a National Footwear Chain across Canada and the US, with assets valued over $1 billion, we collaborated in a joint venture, dividing responsibilities with another agency.
Our blend of creative and media strategies played a pivotal role in a portion of these closures.
Results
Our campaign generated 132 million impressions in 11 weeks, with an exceptional average CPM of $1.32 (industry KPI).