Ok, enough of the background info, let's start talking shop.
Here is one that came over today. A large retailer approached us today and they are having a once in a lifetime sale at their new flagship store in NYC. They also have several other regional retailers spread throughout New England.
This was a last minute request from their marketing department, but basically someone at the mothership decided it would be a good idea to get the word out regarding the event, but to also loop in the other stores outside of NYC so they didn't feel left out.
How can you reach a good chunk of potential outdoor customers in a 300 mile radius from NYC? By using our internal ad system, we can simply plug in a zip code and then tell the system to search out 300 miles.
What this accomplishes is a few things:
-Your message is being sent out to a vertical network of outdoor enthusiasts.
-Your message is being targeted in the right area, but also reaching out to include other key demographics
-You are not wasting ad dollars on areas of the country you don't need ( why advertise a sale to retail customers who don't have your store in their state)
-Start to finish, the only part of doing this that takes time is designing you ad. Simpler is better especially for eCommerce / Sales. I can get one done in about an hour. It takes 15 minutes to load into our ad sever, so tops you are looking at 3 hrs.
When was the last time you could put together a campaign like this in such a short time frame? Better still, the advertiser got real smart on this one. The put a little "sticky" note in the corner of the ad that told the visitor to mention a word when visiting the store (and making a purchase). This got them an additional 5% off their purchase, but more importantly it let the store manager know the foot traffic was coming from the online campaign.
