Case Study

Bailey Banks & Biddle
Free-standing Location Launch

Bailey Banks & Biddle, one of the largest mall retailers of fine jewelry in the country, opened its first free-standing store in Southlake, an upscale suburb of Dallas, Texas. Bailey Banks & Biddle looked to The Powell Group to market their prototype store with a very limited advertising budget and low brand awareness. The launch strategy was a challenge because Bailey Banks & Biddle had never developed a single store community relations program. The competitive landscape was important because three competitors had strong existing relationships with the same targeted groups that would be important to Bailey’s.

The Powell Group created a neighborhood cause-related approach by pairing the retailer with community groups aligned with the Bailey’s brand value, personality and consumer demographics within the store’s marketing area of an 18-mile radius. The goal was to generate in-store traffic and introduce the Bailey Banks & Biddle brand to the buyers of luxury jewelry through sponsorships and donations aligned with issues important to the community.

Today, Bailey Banks & Biddle has an ongoing relationship with a school district in the community through a sponsorship that includes a scoreboard advertisement, distributions of promotional items, a Web site presence and an exclusive prom tiara. They also support the Southlake Women’s Club Art in the Square festival and Altrusa’s back-to-school drive and October Gala. Strategically aligning Bailey Banks & Biddle with community groups has created buzz, generated media coverage and increased sales while successfuly integrating Bailey’s into their community.

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