OVERVIEW:
Victor’s Mexican Grille was a long-time direct mail client, with three locations in Texas. By working with our marketing experts, they decided to supplement their Birthday Connections monthly mailers with a location-based mobile display ads campaign. Victor’s locations are surrounded by a plethora of popular Tex-Mex restaurants, which can make it difficult for this small family-owned businesses to target potential customers who are constantly bombarded with ads from their competitors. By trusting Moving Targets to combine our geofencing technology with their already successful direct mail campaign, Victor’s Mexican Grille has become a pioneer in their industry and community with the most current and accurate marketing results available.
SOLUTION:
Everyone appreciates a good pairing, especially when it comes to Mexican food, so the Moving Targets team developed a marketing strategy using two of our most popular programs. The team used geofencing to target the restaurant’s local competitors with data from Victor’s Birthday Connections mailers to target their potential and loyal customers whether they’re at home or on the go.
Moving Targets geofenced popular locations such as the local movie theatre, the high-end sushi restaurant and the local fitness center for those looking for a high-quality meal, as well as top competitor locations.
Using the combined data from the Birthday Connections direct mail campaign alongside this geofencing technology, Moving Targets was able to target Victor’s Mexican Grille’s potential and returning customers on their mobile phones, tablets and even their smart TVs at home with this new technology. This Addressable Program helped lead to strong results!
RESULTS:
Within the first month, Moving Targets was able to deliver more than 308 geofence conversions meaning that, as a result of our campaign, 308 individuals saw one of these advertisements and then visited one of Victor’s three locations. To bring each guest through Victor’s doors cost an average of $1.36, so the total campaign only cost the equivalent of 41 Jumbo Margaritas from their menu.
167 of those guests had not been at the establishment within the past 30 days prior to receiving the ads. 141 of those guests had been at the establishment prior and overall it took just under three days (2.91 on average) for someone to visit the restaurant after seeing these ads. The best part? Not only did this client receive a detailed report every week to update them on their campaign’s progress but they could actually see an increase in traffic to their restaurant and an increase in overall sales. Now that’s a lot of margaritas!
Number of Additional Visits
308
Cost Per Guest Visit
