Dessy launches Cynthia Rowley with innovative marketing

Jul 15, 2010 by Vows Magazine

The Dessy Group’s successful launch of its Cynthia Rowley bridesmaid collection through in- stores events in June was noteworthy beyond the positive reception to the line. It marks the first time a bridal industry company utilized the latest in social media and location-based marketing to increase interest in its collection and drive traffic into the store.

The events were held in New York at the Lovely Bride, and in Chicago, at Bella Bridesmaids, and included visits by designer Cynthia Rowley, and special incentives and sweepstakes drawings.

Promotions and extensive email campaigns were conducted through social media channels, including Dessy’s Facebook and Twitter pages, and through the innovative new location marketing channel Foursquare.

“Location based marketing is going to be a very significant tool for any manufacturer who has a large brick and mortar channel into which they want to promote their products,” explained Alan Dessy, Dessy Group. “And Dessy Group accounts benefit by the increased store traffic of dedicated Dessy customers they will generate.”

Although this initial effort in June was on a test basis, the success of the launch and the reception from the stores confirmed the power of location marketing. Dessy plans to expand this program in the coming months.

“In the not too distant future, we envision a nationwide program whereby brides, and members of the bridal party, can check-in to their local shop to receive special incentives and rewards related to Dessy Group products,” said Dessy.

Part of the success of the marketing effort was also attributed to the ability of the stores to collaborate with Dessy to offer additional in-store incentives and rewards for visiting brides, which also enabled them to sell additional products and services to the Dessy customer.

“Our target audience is a young audience that we’re finding more and more on social networks,” added Dessy. “With location marketing, we can now enable stores to effectively reach their target audience and entice them into their stores.

For additional details on Dessy Group’s location marketing programs, contact Laura Henson, The Dessy Group, 917-537-7812.