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Case Study: Hyper-Local Strategy Drives Activity Offline

Challenge: Declining comp sales and difficulty attributing offline sales to online initiatives. 

With declining comp sales and little previous success with digital media, a national restaurant chain needed a hyper local paid media strategy to increase restaurant traffic in specific markets and boost happy hour sales. Tailwind created a media strategy that addressed multiple target customer touch points while ensuring highly specific and efficient media spend across 75 locations.  

 

Results & Metrics

In order to increase walk-in traffic, Tailwind selected media channels focused on verifying walk-ins attributed to the local ads that were placed for the buy. These buys, along with highly specific, segmented display and text creative, were aligned to different steps in the customer's journey. 

Tailwind developed a ROI model to assign values to important metrics including: walk-ins, opened emails, calls, map clicks, Facebook likes, sales, and paid website traffic.

Through this model the national chain was able to see a positive ROI on their investment and an increase in comp sales of 2.8% during the month-long push. 

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Strong Return on Investment

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Comp Sales in Target Locations Increase in Just Four Weeks

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