Objective

Build store traffic, drive sales with 4th of July themed promotion and in-store event

Engage and acquire new, younger pet owner customers

Strategy

• Test mobile and geo-targeted delivery of event promotion and mobile coupons
• Make brick and mortar store the destination with themed event promotion
• Utilize manufacturer-sponsored in-store display contest to achieve uniform store employee promotion knowledge, participation and enthusiasm
• Fund consumer promotion through manufacturer key account program

Solution Tactics

• Mobile, geo-targeted ads and mobile coupons by xAd and Brandnet
• Social Media – event posts, promotion posts, holiday pet safety-related content posts, reciprocal posts with sponsors
• Email campaign – promotion and event announcement, link to online coupons
• Outdoor signage – posters
• In-store Posters, Merchandising
• Online coupon flyer
• Store Manager training, in-store sales kit and participation incentives

Results

• Sales – +$1.1million, or +11% vs prior year
• Reach – 1.2million impressions
• Response – 9.7K click-through or 12.3%
• New customers – 848