Newport Avenue Market is an independently owned grocer that has been in business for 16 years. When we began working with them, the store was facing the introduction of several new competitors and a slow sales growth.
“One of the best business decisions we’ve made was hiring a marketing agency,” said Rudy Dory, owner. “In an industry where margins are tight, hiring an agency isn’t an easy decision. I credit Every Idea and its help in articulating Newport Avenue Market’s vision as a driving force in increasing sales and awareness.”
Named agency of record in November 2003, we began by re-branding the store with a unique, quirky image that resonated with locals. The logo communicates that Newport Avenue Market is the place to shop for foodies who crave hard-to-find culinary treats, high quality gourmet food, and unique décor items. We implemented a strong advertising campaign that included a mix of print, radio and TV. In addition, we implemented a business focused public relations campaign. The strategy helped to shine a light on the owner’s innovative way of doing business. The campaign helped position the Dorys as an industry leader with business press focusing on industry firsts, including Newport Avenue Market becoming:
• The first independent grocery store in Bend to install self-checkouts
• The first to offer only Oregon Country Beef (now Country Natural Beef)
• The first to employ a wine steward, doing so before national chains in the area had even thought of the idea.
• The first to implement digital price tags
The PR efforts teamed with the Dory’s business acumen culminated in Newport Avenue Market being named Grocer of the Year by IGA.
More recently, Every Idea encouraged expansion online, helping Newport Avenue Market build a website foodies frequent to find unique recipes, interesting food facts and now, to shop online via a relationship with cooking.com. A monthly newsletter, the foodie flash, has been integral in promoting unadvertised sales and building an online database of customers that numbers in the hundreds.
Results
The store has continued to build sales and retain market share despite the introduction of large chains like Safeway, Wild Oats (Whole Foods), and soon, Trader Joe’s. In a time when independent stores struggle to compete with large retailers, Newport Avenue Market flourishes.
In 2007, Newport Avenue announced record sales success. Remarkably, Newport Avenue Market announced a 7.5% sales increase for the month of January 2007 over the same month in 2006. It marked a continued trend of upward sales for Newport Avenue Market since we began working with them, reporting an annual sales increase of 6.5% in 2006, 11% in 2005, and nearly 10% in 2004. Industry average for like store sales is typically about 2 – 3 percent in this industry. Newport Avenue Market has more than doubled, and in most cases, sales growth had tripled industry standards since Every Idea implemented its marketing efforts.
Newport's identity consists of their updated full color illustrative logo, as well as a cleaner, more graphic version for single color applications.
A big piece of Newport's branding is the bright green and punchy purple colors that have been a part of their look and feel since the beginning. We make sure their collateral materials maintain the brand and stay fun, energetic and a little bit quirky... just like their store.
30 year Anniversary Insert
Paper Bag
The distinctive style of the print campaign is targeted to grab your attention. Vibrant colors, photography and playful copy pulls the reader in while informing them about select products and services. The campaign is product driven to highlight the ever-changing and unusual selection and personality of the store.
The Pursuit of WrapinessThe Call of the WaspSips and the City
Strategically placed billboards and banners are utilized to take the campaign out of doors and into the community.
Billboard