To effectively reach their target market audience, increase traffic, and decrease media cost to all 29 of the brick and mortar stores. 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 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 stores.
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 locations.
To drive traffic to select Walmart and Sam’s Club stores was the main challenge for our client. The stores 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 customers product.
We used niche publications to target consumers within 5 miles of each Walmart to attract the target market. 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 location 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 retail locations 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 retail locations. 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 retail stores and online traffic hit its all time high.