Gift Giving Client
To effectively reach their target market audience, increase traffic, and decrease media cost to all 29 of the brick and mortar local store markets. The client also asked that the marketing strategies boost foot traffic into their stores, which are located in various metropolitan areas is specific states.
To increase ROI in the local store media markets. MCA used the 20 Mile Method; by placing low cost media with their various media partners all within a 20 miles radius around each of the 29 brick and mortar local store markets.
This process was effectively able to increase sales at each location, as well as provide several additional benefits. By utilizing the relationship that MCA has with their many media partners throughout the country, MCA was able to save an average of 20-25% on the cost of media compared to what they spent in previous years. Likewise, each store was able to free up employees who would have been previously bogged down in marketing related tasks. This, in turn, equated to less money being spent to pay for employees performing advertising and marketing related activities in all 29 of their brick and mortar local store markets.
- 20 to 25% regional media cost savings
- More time for employees to sell and not book media
- Increase sales per store by 6% to 12% per store
Health Food Brand
To drive traffic to select Walmart and Sam’s Club stores was the main challenge for our client in regards to their local store marketing needs. The local store markets were spread throughout the country in no particular geographic cluster. This was a challenge for us as we did not want to run a national advertising campaign. We also did not want consumers misled into thinking that every Walmart Store carried the product. The goal was to reach each target consumers within 5 miles of a Walmart or Sam’s Club location carrying our customer’s product.
We used niche publications to target consumers within 5 miles of each local store market to attract consumers to each Walmart location. We would find new customers by incentivizing them with a coupon that could be used at their local Walmart or Sam’s Club. We created a map and placed each Walmart store carrying our client’s product onto it. We entered local media within 5 miles of each local store market and created a thorough well-organized campaign.
We increased sales of these products in store by 12.5% during the campaign and online by 25%. Not only did this campaign increase the in-store purchases at each Walmart and Sam’s Club location but it also drove traffic to the web. They were very pleased with the results and decided to replicate the plan the following year.
The challenge for our client was to increase not only online sales, but to drive foot traffic to their 56 local store markets and independent kiosks across the country. Most of the retail stores are located in the North East region of the US and few on the West coast. Media had to cover over 40% of the United States and create positive results.
In order to accomplish the challenge for our client, MCA used pre-bought discounted inventory and long-standing relationships to place ads in multiple media outlets such as print, FSI’s (free-standing inserts), direct mail pieces, radio, and radio giveaways. MCA strategically placed ½ page FSI ads in high income based markets and around their local store markets. National radio campaigns were aired on syndicated national radio talk , that participated in product gift giveaways.
By taking advantage of MCA’s long-standing media relationships and strategic media planning our client’s challenge was met and satisfied. Compared to the previous year of advertising, our client’s sales delivered margin was 30.3%. Foot traffic increased drastically to the 56 local retail stores and online traffic hit an all-time high.