Pasta Shelf-Aware Advertising

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Pasta Shelf-Aware Advertising
ACCELERATE NEW
PRODUCT SALES
BY MATCHING
ADVERTISING TO
DISTRIBUTION
Product Launch Achieves 20% Lift
with Sales-Aware Advertising
When a national food brand wanted to launch a new healthier pasta product, it
knew that early sales could spell the difference between success and failure. So
instead of putting its advertising and sales on hold until reaching near-complete
product distribution, the brand worked with MaxPoint to drive awareness in
strategic neighborhoods as soon as the product hit the shelves at nearby stores.
Campaign Goals
For the campaign, MaxPoint used a combination of powerful hyperlocal insights
and store-level sales data to serve rich media ads to the right neighborhoods
located around stores selling the product. Each ad included the store’s address
so that the customer would know exactly where to pick up the new pasta.
• Increase early sales of the
new product
This approach resulted in several benefits for the brand:
Early Product Sales
The campaign drove sales for the new healthier pasta almost immediately after
product launch, leading to a 20% increase in average units sold per store per
day over the course of the campaign.
• Use sales-aware advertising
to generate product demand
near stores
• Optimize the campaign using
real-time, store-level sales data
• Demonstrate product launch
leadership with the brand’s
retail partner
Halo Effect
The brand also saw increases of 9% and 6% in incremental units sold of related
products in its product portfolio.
20%
SALES LIFT FOR
ADVERTISED PRODUCTS
maxpoint.com | 800.916.9960
4:1
ROI
9%
SALES LIFT FOR
RELATED PRODUCTS
6%
SALES LIFT FOR
RELATED PRODUCTS
© 2015 MaxPoint Interactive, Inc.
REAL-TIME CAMPAIGN OPTIMIZATION
SALES LIFT PERCENTAGE
16%
14%
5-Week Campaign Period
MaxPoint’s hyperlocal digital
approach lifts sales progressively higher by using three
tiers of intelligence. First,
we leverage deep audience
intelligence to find the right
consumers. Second, we use
store-level sales and inventory
data to optimize based on
sales velocity. Third, we apply
business intelligence and
analytics to supercharge
your product promotions
on a store-by-store level.
12%
10%
8%
6%
4%
2%
0%
AUDIENCE INTELLIGENCE
AUDIENCE INTELLIGENCE
+
SALES DATA
AUDIENCE INTELLIGENCE
+
SALES DATA
+
PROMOTION INSIGHT
Increased Sales Levels
MaxPoint optimized ad distribution throughout the campaign, using real-time
sales data to locate the highest-performing stores. The optimization efforts led
to high sales both during and after the campaign.
Strong ROI
Based on sales across each of its products, the brand achieved a 4:1 ROI from
the campaign.
Most important, the brand achieved strong sales earlier in
Audience Profile
the campaign than it could have with traditional advertising
practices. Ultimately, sales-aware advertising brings a host
of new opportunities for brands, retailers, and agencies
everywhere.
Adults with children
in the home
High income
Interested in
healthy eating and
healthy lifestyles
maxpoint.com | 800.916.9960
© 2015 MaxPoint Interactive, Inc.