In the late 1990s, Discount Drug Mart (DDM) was already an established brand name in Northeast Ohio with 22 locations. The company is headquartered in Medina, Ohio and is widely known throughout the state as the store that “saves you the runaround,” due to their catchy jingle. They engaged Rosenberg Advertising to expand their co-op base with their trusted vendor partners, and utilize this increased budget to further promote the DDM brand on broadcast TV and commercial radio.
Our goal was to proactively put together a multi-tiered promotional package containing both local radio and TV buys. The plan started with a modest, but effective, investment for the vendor at the entry or “bronze level.” A slightly more aggressive media buy with a higher level of frequency was packaged as the “silver level.” The most aggressive buy, with extremely high levels of reach and frequency, plus additional PR opportunities, was presented as the “gold level.”
The multi-level plan proved successful; the DDM brand was promoted on both radio and TV, while simultaneously promoting the individual vendor-partner. This promotional tactic was a powerful combination. Now for nearly 20 years, RA has worked with DDM and has expanded the vendor offerings around major events, such as the annual Air Show, to further market the DDM brand alongside its vendor-partners.