OVERVIEW
Direct mail has long been a successful strategy to reach consumers at scale with branded messaging. With the advent of digital advertising, a whole new world of reach and precision has opened up to help marketers get the most out of their campaigns.
While there are positives to running a stand-alone direct mail or location based ad campaign, creating a complimentary program with both not only increases customer touchpoints and frequency of messaging, but can help boost traffic and sales. The Addressable Program from Moving Targets can help achieve your sales goals with our custom approach.
Read more on how we were able to help a regional auto care shop increase conversions two-fold with a dual-prong approach, at a much lower cost than the average service ticket.
THE PROBLEM
A regional chain of auto service shops was looking to increase car count at six locations in Virginia. While their existing direct mail campaign had been successful, they wanted to further boost sales.
THE SOLUTION
Moving Targets implemented our Addressable Program, utilizing highly-targeted digital ads to the same households receiving direct mail postcards. By targeting the same households with matching physical and digital ads, we could increase the number of brand touchpoints and reinforce the auto service chain’s core message.
Conversion Zones were also implemented around each of the locations. This allowed us to track the number of users who were shown a digital ad and then visited a shop to calculate success.
RESULTS
Over the six-week campaign, Moving Targets generated visits to the shops at the cost of $9.54 per customer, well below the average ticket at an auto care shop.
By comparing the conversion rates of those that received a digital ad and those that did not, they discovered those who received a digital ad and postcard mailer were nearly 30% more likely to visit one of the auto repair shops than those who only received the mailer.
Customers were not only more likely to visit, but converted quicker. Using the Conversion Zones setup around each location, we tracked the average user who saw both the printed piece and digital ads converted more than two times faster than those who only saw one campaign.
Average Cost Per Visit
$9.54
Conversion if saw print + digital v. just one
2x faster
Likelihood to Visit After Seeing Print + Digital
+30%
Want to learn more about how to use this technology to advance your business? Our marketing experts are excited to help you get started.
