How to significantly lower CPA
with a tCPA strategy
How to significantly lower CPA
with a tCPA strategy
Challenge
Enhancing the (D)OOH presence of a restaurant chain
In the highly competitive world of dining and hospitality, the client, a restaurant chain, had a clear vision in mind: be present where the customer is.
This meant breaking away from the traditional mindset of assuming the had to purchase advertising within a fixed radius of their restaurants. The key to success was reaching out to their audience effectively and efficiently, without geographical constraints.
Enhancing the (D)OOHH presence of a restaurant chain
In the highly competitive world of dining and hospitality, the client, a restaurant chain, had a clear vision in mind: be present where the customer is.
This meant breaking away from the traditional mindset of assuming they had to purchase advertising within a fixed radius of their restaurants. The key to success was reaching out to their audience effectively and efficiently, without geographical constraints.
Objective
Enhancing screen presence and engagement
We sought to maximize the Share of Voice (SOV) of their digital screens, with the density of screens reflecting the density of their potential customers.
Intriguingly, we discovered that our client’s customers were not confined to the immediate vicinity of their restaurants. On average, customers travelled distances ranging from 16 to 19 kilometers to dine at the client’s many locations. Some of their digital screens prompted even longer-distance visits, particularly those positioned near train stations.
Recognizing that customers were willing to travel significant distances to dine at their restaurants, especially those located near train stations, they aimed to encourage consumer mobility and capitalize on this opportunity.
blue2purple’s approach
Location technology and travel density
Armed with this valuable insight, blue2purple set out to revolutionize our client’s DOOH strategy. We utilized location technology to gain a deeper understanding of the destinations frequented by the client’s customers. By doing so, we were able to purchase digital screens strategically, based on the travel density of the restaurant’s visitors.
Results
Enhanced reach, Conversion, and remarkable growth.
The impact was remarkable. This innovative approach had a significant influence on customer consideration, ultimately driving impulsive, last-minute visits to the different restaurant locations. On average, customers visited one of our client’s restaurants within just one to two days after exposure to DOOH content.
The impact was remarkable. This innovative approach had a significant influence on customer consideration, ultimately driving impulsive, last-minute visits to the different restaurant locations. On average, customers visited one of our client’s restaurants within just one to two days after exposure to DOOH content.
Key Outcomes:
Train Stations
8%
visitations rate through positioning the restaurant chain on screens at train stations, with the added benefit of offering the lowest Cost Per Visit (CPVisit).
Urban Panels
3.02%
visit rate in urban areas, with an equally favorable CPVisit. This approach led to +10% in visits.
In restaurant visits
23.5%
average visitation rate, marking +17% uplift in visits.
Overlapping competitors
Leveraging screens around competing establishments, showcasing promotions and special offers, successfully steered customers towards our client’s restaurants.
In a competitive market where the consumer is king, our restaurant chain client defied conventions and reachedits audience effectively, even when not in proximity to their restaurants.
By tailoring their DOOH strategy to different locations and traveller density, the brand not only enhanced their screen presence but also influenced consumer behavior, encouraging mobility, last-minute visits, and ultimately leading customers to opt for the specialized dining client over its competitors.
