Geofencing has emerged as a powerful tool for businesses in the sports bar and restaurant industry to drive remarkable results in their marketing efforts. By leveraging geofencing capabilities, these establishments can enhance brand visibility, engage their target audience, and achieve business growth. In this insightful exploration, we delve into a compelling case study on a sports bar and restaurant, showcasing the incredible potential of geofencing and its impact on their success.
By utilizing a comprehensive approach encompassing Connected TV (CTV), mobile advertising, and scannable QR codes, businesses can generate heightened audience awareness and engagement. Non-skippable ads on CTV platforms captivate viewers, while scannable QR codes offer seamless access to relevant content. Mobile ads strategically target users at different stages of the buyer journey, directing them to the nearest location for a seamless experience.
Location-based Audience Targeting: A key strategy for businesses like Hooters is to precisely target their core audience segment. By focusing on males between the ages of 18 and 35 who have recently visited a Hooters location or other relevant brands, businesses can tailor their messaging and offers to resonate with their target market effectively.
Retail Block Targeting: To maximize reach and influence, businesses can employ retail block targeting. This tactic enables them to engage with audiences in real-time who are located near their establishments. By strategically delivering targeted ads to individuals in close proximity to a Hooters location, businesses can drive foot traffic and capture the attention of potential customers at the right place and time.
The comprehensive multichannel campaign implemented yielded impressive results, driving significant foot traffic and enhancing brand engagement. By leveraging a combination of Connected TV (CTV) and mobile advertising channels, the Sports Bar achieved outstanding outcomes, as detailed below:
- Influenced more than 20K visits to their locations, averaging 1,000 visits per day within a 3-week timeframe, representing a remarkable 200% visitation lift.
- CTV ad spots generated over 800K impressions, boasting an exceptional 96.8% video completion rate (VCR), surpassing the industry average by 15.8%.
- Mobile ads emerged as the primary driver, contributing to 85% of the total visits throughout the campaign. CTV played a complementary role, driving the remaining 15% of visits. The combination of CTV and mobile channels proved to be the most effective, reinforcing the Sports Bar's messaging and compelling diners to visit their restaurants.
- Diners exposed to ads across both CTV and mobile channels were over 2.5 times more likely to visit the Sports Bar compared to those served with ads on only one channel.
- The campaign achieved an impressive 7.9% Store Visitation Rate (SVR), indicating that establishing multiple connection points with core audiences leads to superior outcomes.
- The campaign drove a significant number of visits, with over 3.1K visits attributed to TV advertising and 17.6K visits driven by mobile ads, resulting in a total of 20.7K visits in just 21 days.
These statistics demonstrate the effectiveness of the multichannel approach in driving foot traffic and enhancing brand engagement. The Sports bar campaign serves as a powerful example of how combining CTV and mobile channels can deliver exceptional results, reaffirming the importance of leveraging diverse marketing channels to achieve optimal outcomes.
- Multichannel Impact: The combination of Connected TV (CTV) and mobile advertising channels proved to be a winning strategy for the Sports Bar, driving substantial foot traffic and brand engagement. Leveraging multiple channels maximized the reach and effectiveness of the campaign.
- Audience Preference: Mobile ads emerged as the primary driver of visits, highlighting the importance of targeting users on their mobile devices. The complementarity of CTV and mobile channels reinforced the Sports Bar's messaging and significantly increased the likelihood of patrons visiting the establishment.
- Store Visitation Rate (SVR): The impressive SVR of 7.9% showcases the campaign's ability to drive real-world results. By connecting with core audiences across various channels, the Sports Bar achieved a compelling visitation rate, demonstrating the power of targeted advertising.
- Geofencing and Targeting: The campaign's success can be attributed to geofencing and precise targeting. By focusing on core audience segments and reaching potential customers near their establishments, the Sports Bar increased foot traffic and engaged with the right people at the right time.
- Data-Driven Decision Making: The campaign's effectiveness is a testament to the importance of utilizing data insights to optimize marketing strategies. By analyzing campaign performance and audience behavior, the Sports Bar was able to refine their targeting, messaging, and channel selection to drive superior outcomes.
The success of the Sports Bar's multichannel campaign reinforces the value of a comprehensive marketing approach. By leveraging CTV and mobile channels, the Sports Bar achieved remarkable results, including a significant increase in foot traffic, enhanced brand engagement, and a notable visitation lift. The combination of targeted geofencing, precise audience targeting, and data-driven decision making played a crucial role in driving the campaign's success.
These findings highlight the importance of embracing a multichannel marketing strategy that connects with audiences across various touchpoints. By leveraging the power of CTV and mobile advertising, businesses in the sports bar industry can drive meaningful results, increase foot traffic, and create a memorable brand experience for their patrons. The Sports Bar's campaign serves as a compelling example of how effective multichannel marketing can deliver exceptional outcomes and elevate business success.