9,000+ walk-throughs attributed to marketing. That is an estimated 8.14 ROAS on the first visit alone.
The challenge
Marketing director Julia Thorn and a two-person team were responsible for putting butts in seats across 12 venues.
The first gap was imprecise targeting. Print, social and geofencing reached people near the venues, often while they were at other businesses. Proximity didn't mean interest.
A second challenge was no in-store measurement. "Previously we didn't have a consistent structure for evaluating promotions." Without tracking, ROI and ROAS were guesses.
The remaining issue was no time to spare. A small team needed control and visibility without a heavy workload.
The solution
Create the data foundation: a list of real guests. Genuine Concepts already ran Adentro (formerly Zenreach) Guest WiFi to collect contacts and build an email list. Customer Data turned those contacts into profiles of people who had actually visited.
Deliver the campaign: ads built from real customers. Adentro used those contacts to build audiences for digital ads. The audiences came from real guests, not the digital approximations typical of online targeting. The goal was new customer acquisition.
Read the outcome: visits, not clicks. Walk-Through Rate™ matched people who saw an ad to verified visits. That gave the team a cost per new customer visit and a campaign ROI. Julia could judge creative on visits and budget toward proven programs.
Why the combination mattered
Guest WiFi and Customer Data supplied known patrons; those records informed paid targeting; Walk-Through Rate™ matched exposure to verified restaurant visits; and the team could reallocate campaigns based on cost per arrival. The estimated 8.14 ROAS assumes an average ticket and is not POS-tracked revenue.
The results
- 9,000+ walk-throughs attributed to marketing
- 8.14 estimated first-visit ROAS, based on an assumed average ticket
- Some ads were turned off early after holiday event reservations filled
Customer perspective
“We can assess the creative with real data so we can take a proactive approach vs. reactive.”