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Monkee’s of Richmond

Brands Used: Richmond Times-Dispatch, Richmond Chic

Challenge

Monkee’s is a high-end women’s clothing and accessories shop in Short Pump, a location that isn’t short on trendy boutiques. How can a business put itself out there and snag more of the affluent customers it wants to reach?

Solution

Times-Dispatch account executive Katie Mckenzie listened to Monkee’s owner Lynne Butz and suggested she try running an ad in Richmond Chic, a fun and popular shopping piece that appears every Sunday in Flair.
Butz opted to place an ad featuring jewelry fashioned with vintage Chanel couture buttons.

Results

“I’m thrilled,” Butz said, when asked about the effectiveness of her ad “The phone rang at noon on Sunday, and I sold two bracelets right away. The sale of one bracelet paid for the ad!” She said she received many inquiries about the jewelry and had to reorder. Mckenzie told Butz she would get a good response from Richmond Chic. “You were right!” said Butz.