Pasta Shelf-Aware Advertising
Transcription
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.