Marketing for Rusty Surf Flagship Store Manly

The Challenge

Rusty Manly had 3 clear objectives:

• Boost local awareness of the new Rusty Flagship store in Manly
• Grow instore visits via creative marketing and social content
• Increase custom board sales

Our Solutions

Spicy developed a 12 month marketing campaign that included both above and below the line actions:

Above the line

• Disruption campaign during one of the worlds major surfing events, the Hurley Australian Open of Surfing:

– Rusty branded beach balls and flyers to promote the newly opened flagship Rusty store in Manly

– One on one connections with consumers and directing them to the store

– Drive high traffic to the store to enter the competition to win a new signature Noa Dean Rusrty surfboard

– Increased store database that coincided with our activation that resulted in record sales for the two weeks following

– Exposed the thousands of visitors to Manly for the two weeks of the tournament to the Rusty Brand with high exposure and minimal cost

• Rusty Manly was involved in the Orientation Week at International College of Management, Sydney (ICMS) as an opportunity to promote the brand, gain dominant social media presence and collect database
• Rusty partnership with mophie for a cross promotion with product giveaway
• Billlboards: organise posters to be located on bus shelters and ferries around the Northern Beaches
• Customer Loyalty Card and Database to gather information about the customers and their purchases: linked with newsletters and blogs
• Promote ongoing instore information nights / movie screenings / surfing events once per month

Below the line

• Social media content pillars to continue to tell the Rusty story (Rusty History, Community, staff and surfers)
• Weekly social media contests to build followers
• Monthly newsletters and competition updates to build database
• Add Rusty Manly to local business and network listing sites, travel sites and shopping sites