musto

With their casual range suffering from a low level of awareness among fashion-conscious shoppers, Musto briefed Marketing Matters to develop a programme to raise awareness and increase footfall at a flagship store in Guildford. In order to create a buzz, Dame Ellen MacArthur, one of Musto's sponsored athletes, agreed to attend an afternoon's book signing.

A combined PR and communications plan was then put into action. Taking Musto's database of existing customers, we ran their postcodes against the Acorn national database and determined that our target audience fell squarely into just four of the seventeen Acorn demographic groups. We then profiled each of the postcode sectors within the Guildford store's catchment area and identified those with the highest penetration of our four target groups.