Presenting a new case study for franchise marketers. See how Simpli.fi drove increased store visits and a high CTR for our client, a nationally franchised sandwich shop.
The franchise industry has seen robust growth for the last seven years in a row – generating over $400 billion for the U.S. economy (International Franchise Association 2017). It’s an exciting industry in which to be a marketer today. However, given the nature of the business, advertisers who oversee the marketing strategy for a franchised multilocation brand face a unique set of challenges not regularly encountered in other industries.
Typically, marketing spend is focused on programs that raise national brand awareness across traditional and digital channels, but multilocation brands often hit a snag when it comes to scaling their localized marketing. Franchise locations are spread out across the country, which complicates things for marketers who want to advertise effectively to each local market’s unique audience.
A franchised sandwich shop with locations around the country faced this exact challenge: They needed a solution that would enable their marketing efforts to reach local audiences in a way that would benefit each unique location.
The multilocation franchise brand knew it was vital to select a programmatic partner that (1) had advanced location-based mobile advertising technology, and (2) could complement geo-targeting efforts with keyword search retargeting.
Ultimately, they chose to partner with Simpli.fi for our granular localization targeting capabilities based on custom shapes and sizes, enabling them to create custom, highly localized campaigns for each sandwich shop location. With Simpli.fi, the client would also be able to measure and optimize online-to-offline conversion and track the lift in foot traffic for each location.
Together with Simpli.fi, a comprehensive programmatic strategy was developed to:
The franchise marketer utilized Simpli.fi’s Geo-Fencing with Conversion Zone technology to target neighborhoods and businesses located near each sandwich shop. Simpli.fi set up individual geo-fences to target those locations by delivering targeted ads aimed to entice potential customers to have lunch at the sandwich shop. Since the buying cycle for food is very short, instant recency of the ads was imperative to successfully increase in-store visits.
Nearby restaurants and diners of each location were identified as competitors and were set up by Simpli.fi to be geo-fenced. Conversion Zones were then set up around each sandwich shop to track the amount of physical traffic at their location that had previously seen one of their mobile ads after visiting a competitor location or a nearby neighborhood or business. From there, Simpli.fi’s reporting capabilities allowed us to report on results by Conversion Zones, giving the advertiser additional insight into which competitor locations were driving the most customers to the various sandwich shops.
Additionally, search retargeting for each sandwich shop location was set up to assist the geo-fencing efforts by targeting those searching for related keywords. Simpli.fi’s ability to access the CTRs of each keyword search result mid-flight allowed the advertiser to optimize the campaign by adding and removing keywords in real time.
Thanks to Simpli.fi’s ability to successfully localize ad buys and conquest competitor restaurants as well as local neighborhoods and businesses with custom-shaped geo-fences, the campaign generated incredible results and exceeded all campaign goals.
In the first two months of the campaign, the franchise saw a 235% lift in foot traffic across all of their stores. This increase reflects the percent difference between users who visited a Conversion Zone after being delivered an ad and those who naturally visited a Conversion Zone without being delivered an ad after being seen in a target zone. Additionally, the campaign delivered a 0.21% CTR, nearly doubling the industry average.
With the multilocation franchise brand seeing such great results, they are working with their marketing agency and Simpli.fi to create an even stronger strategy for their localized marketing initiatives for each of their franchise locations in 2018.
Interested in learning more about how to make your localized programmatic efforts successful? Download the Franchise Marketers Playbook, a new 10-page resource that will help you localize audiences, messages and budgets in real time to individual locations. Ready to get started? Contact us at firstname.lastname@example.org.