Case Study: Sales Promotion
Party City of Atlanta - “Party Anxiety”

Situation

Party City of Atlanta (PCA) is the discount superstore’s largest franchisee with 23 metro-area stores. Party City of Atlanta approached Max2o after lackluster Second Quarter (Q2) 2005 sales. Before partnering with Max2o PCA was using Party City Corporate provided circulars and in store promotions. 

The Objectives 

• Promote significant party occasions during the Spring, such as graduations, weddings, birthdays and backyard gatherings
• Introduce PCA’s new Party Pro’s to the Atlanta market
• Develop a six-week radio campaign to increase traffic and sales in PCA stores

The Strategy

• Max2o recommended a 6-week run on three Atlanta radio stations that target the Party City customer base, females between 28 and 45, college degree, middle income with full time job and two children.
• Develop a “Party Anxiety” moniker to describe the panic often experienced by party planners and create four, light-hearted :60 spots that dramatize the convenience of shopping at Party City.
• Enhance the creative with live chat by On-Air talent, weather sponsorships, and interchangeable promotional tags.

The Results

• At the beginning of June 2006, Party City of Atlanta had a 10% total increase in sales from the previous year. Although the majority of PCA’s stores are in the Atlanta metro area, the Columbus and Athens stores are outside the radio broadcast area and only saw a 3% increase in sales. 
• Party City of Atlanta extended the Party Anxiety campaign and continued the radio advertising throughout the summer. With continuing success, PCA has asked Max2o to create a new set of Holiday “Party Anxiety” Creative to air November and December.

Listen to Party City radio spots:
Party Anxiety BBQ
Party Anxiety Doctor
Party Anxiety Shower
Party Anxiety Patriotic