The challenge
Coyote Ugly relied on digital ads to fill its bars but could not tell which ads did.
Impressions, clicks, engagements, and followers did not show whether an ad drove anyone in. Chief Media Officer Leejon Killingsworth had also grown to distrust the numbers reported by print and radio reps.
He wanted to choose creative based on customer visits, the way ecommerce marketers use clicks.
The solution
1. Guest WiFi: Build a database from bar visitors
Coyote Ugly began working with Adentro (formerly Zenreach) in 2013. Guest WiFi collected contacts, and Customer Data built a customer database from them.
2. Email Marketing: Set a visit-based benchmark
Email Marketing ran on that database, and Walk-Through Rate™ measured how many recipients visited after a message.
This gave Leejon a visit-based benchmark before he moved to paid ads.
3. Affinity Network: Model prospecting on real visitors
Adentro built prospecting audiences through the Affinity Network, modeled on the profile characteristics of on-premise visitors. Those audiences ran the digital ad campaigns.
4. Walk-Through Rate™: Apply the same yardstick to ads
Walk-Through Rate™ was extended to digital ads, reporting people who responded with a visit.
For the first time, Leejon could see actual ROI and CAC. The acquisition-cost reduction has an undefined baseline.
“This information helps us continuously craft better marketing messages and get them in front of the people who are more likely to become new customers. It's all based on real data we've collected on existing customer preferences.”
The results
- 50% lower acquisition cost, new customer acquisition cost after a two-month test
- 200% engagement increase, in the same two-month test
- First measured view of actual ROI and CAC