A first test campaign drove 245 new customers in one month. With a $29 average spend, that is more than 6x return on ad spend.
The challenge
The first gap was no visibility. He couldn't see whether any program actually worked, or how well.
A second challenge was no basis to reallocate. He wanted to move budget to whatever brought in customers at the lowest cost.
The solution
Deliver the campaign: a test at one location. Joel started with Adentro (formerly Zenreach) at a single location. The ads promoted "The Best Happy Hour in Lakeland." Campaigns at the other locations followed.
Read the outcome: counting who walked in. Walk-Through Rate™ counted the people who walked in after seeing an ad. That tied ad spend to visits, so Joel could calculate cost per customer and ROI.
Why the combination mattered
The happy-hour creative supplied the offer, paid distribution put it in front of potential guests, and Walk-Through Rate™ matched exposure to subsequent restaurant arrivals. The $29 average ticket is used to estimate return; it is not documented as transaction-level POS matchback.
The results
- 245 new customers in one month from a first test campaign
- $29 average customer spend
- 6x+ return on ad spend
- Adentro grew to more than 60% of his total marketing budget