In the ‘80s and early ‘90s, Warehouse Row had been a destination shopping center for the Southeast, but competition and changing tastes had seriously impacted business. Under new ownership and management, Warehouse Row has undergone a total transformation. Now home to a variety of popular retailers, restaurants, and business offices, management wanted to create a noticeable increase in foot traffic, as well as generate greater awareness of all Warehouse Row had to offer.
Our two most effective mediums for reaching our audience were Warehouse Row’s website and their Facebook page. The first thing we did was modify the site’s Indexing to improve the search phase for visitors, making it faster and easier for them to get to information they were after. We also created landing pages for the various retailers and restaurants to increase our lead generation so we could connect and market to prospects. Then we initiated an aggressive Facebook ad campaign to increase awareness with users in and near Chattanooga. Ads are rotated every month featuring a different retail shop or restaurant.
We began by creating a new face and look for their existing Website. Large, dramatic photos of the interior retail establishments and classic shots of the exterior of the 19th century building greet visitors at the top of each page. The content’s bold typography is reversed in white against a black background, providing an air of elegance and sophistication. The Site’s voice is refined and authoritative. Everything on the Site exudes class and exclusivity. The Facebook page projects this same image in voice and in graphic representation.
To increase foot traffic and awareness, we created and simultaneously launched online Pay Per Click (PPC), Paid Search and Display ads, as well as a Facebook ad campaign. The PPC Paid Search campaign captures Site visitors the moment they are looking for a place to shop or eat and targets their searches. We also initiated a Retargeting Display campaign that keeps Warehouse Row top-of-mind following a visit to the Site. In addition, we rotate Facebook ad creative each month, featuring a different shop or restaurant. This has improved traffic and helped us identify the specific traits and characteristics of our target audiences.
Given the popular and high-end brands represented in Warehouse Row, this retail concept’s brand identity was considered urbane and cultivated. Everything from the building’s interior design to signage and advertising messaging to the shops’ and restaurants’ staff, supported and mirrored this identity. The logo, and the familiar tag line “Meet, Shop, Eat,” said to patrons Warehouse Row was a place where you could not only find retail treasures, but also enjoy fine dining.
Regular events have also been a unique way to increase foot traffic, create buzz, and foster repeat visits from those who are new to Warehouse Row. Artist events have been quite successful. Local talent is featured and partner with one of the restaurants, which provides food and space. There is also an annual holiday party, which is a big Chattanooga tradition. We will continue to look for additional ideas for interesting events in the future.