About Us :: Community Initiatives

In January of 2007, Duke Stores began researching e-mail marketing tools looking for one that would suit its customer base and would comply with Duke mail server guidelines. Duke Stores selected a product made available through the Independent College Bookstore Association known as Events That Matter (ETM). ETM, a permission based e-mail marketing tool, offers customers the ability to control the amount of advertising they receive.

With the tool selected, work began to build an identity and an ad campaign and to create e-mail lists that customers could choose from. The Duke Stores program became known as Be The First To Know or BTFTK. Customers were notified and invited to join via the web and through printed materials and advertisements. During Rush, staff members sported t-shirts advertising the program. To stimulate additional interest, Duke Stores offered a variety of giveaways, if customers chose to sign on, including two opportunities to win an Apple iPod Touch. These efforts resulted in an opt-in rate that currently stands at 2,946 customers.

The first e-mail campaign occurred on September 6, 2007. Since that time, Duke Stores has conducted nearly 80 different e-mail campaigns on six different lists. Those lists include: Computers and Technology, General Book and Author Events, Online Shoppers Only, Secret Sales, Textbook and Medical Book Stores, and What’s In Store. The Secret Sales are the most popular, by far. Secret Sales offer great products, in limited quantities, at low prices and are advertised only through BTFTK. Duke Stores offered five secret sales in the 2007-2008 academic year. At one sale, The University Store sold 620 hooded sweatshirts in 35 minutes. At another, the Computer Store offered video iPods for sale in limited quantities. By eleven o’clock in the morning, over 400 customers were standing in line. Some arrived as early as 8:00 A.M.

BTFTK is a proven, successful marketing tool. The program drives business and encourages sales but also generates enthusiasm, goodwill, and exposure for Duke Stores.