A local jewelry store was looking for ways to connect with potential consumers who could become ready buyers of jewelry at their store. They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.
After learning about programmatic display and geofencing marketing, the jewelry store decided to test the waters with Propellant Media.
During the course of 2 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores in their local area.
In addition to geofencing the said events as well as competitor locations, our team built what’s called conversion zones around their individual stores in order to measure foot traffic and those who saw and clicked on their ads and then visited their stores afterward.
We also informed the client that a more full funnel approach to their geofencing campaign would drive better performance, so we created a media plan that broke down as follows:
- Geofencing Marketing – 70% of media
- Keyword Contextual/Search Retargeting – 25% of media
- Site Retargeting – 5% of media
This is a standard but customized program we do for most brands, but this was showed this approach would allow for reaching buyers based in their intent to buy online and those who visited competitor jewelry stores.
Over the course of 8 months, our team drove 141,000 impressions, 161 clicks to their ads, and 0.11% click through rate (above the industry average of 0.10% CTR).
More importantly, our team helped drive over 51 new people to their stores over the course of 2 months.
In addition to measuring foot traffic to the jewelry stores, we were also able to measure over foot traffic lift to their store locations. The carrier experienced a 60% lift in foot traffic when you compare those who did not see the jewelry store’s ads versus those who did see the carrier’s ads.