Dollar Tree Looks To Grow On TV

Mar 23, 2004

By George Anderson

Dollar Tree is taking to the airwaves with television spots the company hopes will help it stand out in the minds of consumers against all the other dollar store format sound-alikes.

The retailer admits committing the resources to a full-fledged media marketing campaign is an unusual move for an operator in the ultra-frugal dollar store business but one that it knows will pay dividends.

Bob Sasser, chief executive for Dollar Tree told the Virginian-Pilot newspaper the retailer tested television ads in 20 markets last year with each experiencing a sales bump of five percent or higher during the run. Sales fell back to pre-campaign levels when the spots no longer aired.

Moderator’s Comment: What are your thoughts on dollar stores marketing through television and other media?

Dollar Tree’s campaign carries the “believe it” tag. The spots ask consumers to believe the company sells nothing over a buck.
Anderson – Moderator

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