From Ghost Town To Butts In Seats
Updated: 1 day ago
Challenge: Guest ratings proved the restaurant's food and service weren't the problem, but sales remained questionably low.
The Clients Perceived Business Problem:
"During weekday afternoons, our dining room is practically a ghost town, because our location isn't near the bigger-name restaurants up the street."
REAL BUSINESS PROBLEM
Although the restaurant was located less than 5 miles from a commercial service airport, the owners had never considered targeting the steady stream of travelers passing through. Instead, they heavily relied on local word-of-mouth and non-targeted advertising.
SOLUTION
To increase foot traffic, we implemented a geotagging and geofencing strategy to deliver mobile ads to people within three specific zones in the airport:
Baggage Claim & Arrival Gates: Reaching travelers waiting for their luggage.
Terminal Concourses & Gate Lounges: Reaching travelers with extended flight delays who wanted a real meal rather than overpriced airport options.
Surrounding Airport Hotel Lobbies: Reaching overnight layover travelers during evening dining hours.
HOW IT WORKS
Geofencing: Virtual perimeters were established around terminal concourses and baggage claim areas to deliver mobile ads to travelers' devices within the airport.
Context-Driven Messaging Inside Everyday Apps: Within everyday apps travelers already use to pass the time, such as weather and news apps, ads displayed the restaurant's distance from the airport and its address, making it easy for travelers to add a quick stop to their rideshare route.
HOW WE'D MEASURE SUCCESS
Percentage increase in foot traffic during the first 60 days.
Percentage bump in sales.
The restaurant's reduction of advertising costs with precise audience targeting instead of marketing to the broad, general public.
THE TAKEAWAY
lnstead of trying to reach everyone everywhere, look closer to home and leverage the opportunities in your own backyard.
*This is a hypothetical strategy exercise, not client work. The recommendations have not been implemented or tested.
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