To learn which approach was most effective at driving sales, we analyzed sales trends pre and post the broadcast launch.
First, we improved the Insert targeting. We created a brand-specific composite index that identified frequent QSR and pizza consumers, families with children, and a likelihood to visit a restaurant based on mobile location data. This allowed us to deliver Inserts via RetailMeNot Everyday™ Direct Mail to the highest potential neighborhoods around participating pizza locations.
The client shared their sales data with us so we could analyze and understand media performance. We measured year-over-year sales trends, examined from five months before the broadcast launch versus the four months post-launch. Stores that continued to run Direct Mail Inserts grew orders and sales, while those that ran TV only experienced a 1.4% decline in sales and a 3.4% decrease in orders!
Clearly, although TV can be an important aspect of a marketing plan, it cannot be the only tactic; a multichannel approach is critical to driving sales.
