The challenge
Marketing director Julia Thorn and a two-person team were responsible for filling seats across seven brands and 12 venues, with no time for a heavy workload.
Print, social and geofencing reached people near the venues, often while they were at other businesses. Proximity did not mean interest.
The team had no consistent way to evaluate promotions by in-store visits, so ROI and ROAS were guesses.
The solution
1. Guest WiFi: Start from a list of real guests
Genuine Concepts already ran Adentro (then Zenreach) Guest WiFi to collect guest contacts and build an email list. Customer Data turned those contacts into profiles of guests who had actually visited.
2. Retargeting: Build ad audiences from known guests
Adentro used those contacts to build audiences for digital ads aimed at new customer acquisition.
The audiences came from real guests rather than the digital approximations typical of online targeting.
3. Walk-Through Rate™: Measure visits, not clicks
Walk-Through Rate™ matched people who saw an ad to verified visits, giving the team a cost per new customer visit and a campaign ROI.
The team could judge creative on visits and move budget toward proven programs.
“We can assess the creative with real data so we can take a proactive approach vs. reactive.”
The results
- 9,000+ attributed walk-throughs, attributed to marketing
- 8.14 estimated first-visit ROAS, based on an assumed average ticket rather than POS-tracked revenue
- Some ads were turned off early after holiday event reservations filled