Success with hourly sales

Marketing Manager at Stormberg, Line Skaane.

When Stormberg started up in 1998, there were many competitors and limited resources. Therefore, they had to think alternatively in terms of marketing. In retrospect, this has proved to be profitable.

The ordinary Norwegian
In the early days, Stormberg advertised on large surfaces to build brand and values. One of the ways they did this was by using ordinary men and women as models, which attracted a lot of attention.

- "Since the beginning, we have picked our models from social media, friends and acquaintances. We have portrayed the ordinary Norwegian, and we have always received a positive response," says Line Skaane, Marketing Manager at Stormberg.

More content resulted in high awareness
Recently, Stormberg has been focusing more on sales-based advertising.

- We spent many years building awareness of Stormberg, but discovered that many people still didn't know what Stormberg was. So we started adding more content to our ads, and this worked well. Since 2010, we have had an 88% awareness rate. That's why we've recently prioritized sales-triggering ads such as hourly sales," says Skaane.

Positive impulse trading
- Why do you think this has worked so well?

- I think it's the combination of a specific offer and the fact that the offer is limited in time. Customers only have one hour to buy the product in question, so there's no time to think about it. So this type of ad is probably even more sales-triggering than a regular sales ad. Hopefully one of the reasons is that we have really good offers," says the marketing manager.

In line with the brand
- Have you been worried that these more shouty ads don't reflect the brand you've built up over time?

- No, quite the opposite. This type of ad shows sports and sportswear at a reasonable price, and that's what Stormberg is all about: Value for money. We want to show the product range, and we want people to have the opportunity to buy it there and then," says Line Skaane.

Reputation of the year
This week, Stormberg also won the prestigious title of Reputation of the Year.
In the RepTrack 2012 survey, which measures the reputation of Norway's 50 most visible companies, they were rated "outstanding reputation".

- It's a lot of fun, and we're incredibly proud," Skaane concludes.



Example of one of Stormberg's ads from Dagbladet.no.