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Chabin Concepts - Delivering Strategic Solutions, Tactics & Tools
Proposal Login:
Santa Rosa (1)
Retail Attraction

Challenge: Santa Rosa, a large city north of San Francisco, wanted to drive retail prospects to their website, rather than producing volumes of printed material. They needed something small to pass out at tradeshows and they needed a “carrot” to attract retailers to their site. They needed it quickly because they were booked for the International Council of Shopping Centers tradeshow in Las Vegas.
Solution: Chabin arrived at a simple solution emphasizing the area’s large market area through the use of the word “BIG” and attracting prospects with the offer of useful market data
  • Tradeshow Piece: A concise fold-over handout used an oversized “BIG” and an unusual trim size and fold to capture the recipient’s attention. The flap opened to reveal the Santa Rosa logo, accompanied by the pitch, “You’ve got the BIG picture. Now get the DETAILS.” An accompanying poster echoed the “BIG” the
  • Market Analysis: The call to action was a retail market analysis, made available on the Santa Rosa website. Produced by Chabin partner, Marketek, the report was presented with tables, graphs and bullet points. The analysis was comprehensive, yet easy to grasp by hurried executives.
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Chabin Concepts - Delivering Strategic Solutions, Tactics & Tools