As we begin turning the corner from Summer to Fall we start seeing those new seasonal and holiday based promotions.  The competition for consumer attention and wallets grows increasingly fierce as we countdown the days to the holidays. With that in mind, we want to take a look back at a campaign ShopAdvisor powered last year for national coffee brand, to help boost sales during the this time frame. The goals were simple; to increase brand awareness and to drive in-store traffic and sales of a seasonal product. ShopAdvisor delivered a proximity marketing campaign that included pre-targeting analysis, creating and executing the digital advertisements, and driving sales in the selected locations. Following the 6 week campaign, ShopAdvisor pulled granular sales data from our partner Nielsen, to provide our client with a deeper understanding of the in-store sales attribution of their media campaigns.

Campaign objectives

  • Increase awareness and consideration of a specified variation of coffee
  • Drive traffic in-store at promoted locations
  • Generate purchase intent
  • Boost sales at retailers where products are sold

Approach

  • Collect audience target segments from a combination of 1st and 3rd party data.
  • Measure marketing campaign effectiveness in driving sales through tracking sales in test stores compared to control stores.
  • Create rich media creatives to direct shoppers to local store locations where the promoted products where available and in stock as well as product landing page for further brand engagement.
  • Serve advertisements to audience target; primarily a demographic of adult coffee enthusiasts between 25-55 with an average household income of $72K

Results

The campaign delivered over 4 million total impressions during a 6 week period, which greatly surpassed prior campaign results and generally accepted industry standards. Key findings from the campaign included:

Conclusion

Omnichannel marketing campaigns have many moving parts, but how can you be certain that each part is working collectively to drive in-store sales? Elements including surface level and traditional analytics, such as click-throughs and conversion rates, cannot paint the entire picture of your campaign, which leaves you unsure as to whether or not your campaign directly attributed in-store revenue. This is why sales lift measurement is so important in assessing the true impact of a campaign. Examining historical data such as sales prior to promotion and sales compared to the same period of the prior year contrasted with results delivered during the campaign provides the attributable metrics needed to determine overall effectiveness. Without a sales lift analysis, marketers could very well be leaving out a crucial piece of their campaign puzzle.

To obtain your copy of the case study mentioned above, click here

To learn more about how ShopAdvisor provides proximity marketing solutions for fast-casual dining and quick service restaurants, click here

 

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