When a major telecommunications company was unable to track local store visits or correlate them with revenue growth. That’s when Ansira stepped in to help dealers deploy and measure hyper-local digital marketing tactics, resulting in a customer acquisition cost that transcended industry standards.
The challenge
Dealers had no visibility into store visits
This telecom company’s dealers use their available co-op marketing funds to opt into various digital marketing strategies. Initially, the only key performance indicators dealers could track were impressions and clicks. Though they used these digital tactics to drive awareness and conversions at the store level, they only had visibility into impressions and clicks — not actual store visits. Their performance reporting also had no way of connecting digital marketing tactics to revenue growth.
Due to their lack of insight into store visits, the brand wanted to accurately track and measure their cost per store visit (CPSV) through local store-level digital marketing strategies, so they turned to Ansira.
The solution
Hyper-local digital marketing tactics drove results
Ansira helped the telecom company and their local dealers create, deploy, and track the following digital marketing tactics:
- Local display ads at the hyper-local dealer level using geofencing
- Dedicated local dealer landing pages managed by Ansira
- National promotion creative optimized to include dealer-level information and calls to action
With the Ansira platform, stores across the brand’s dealer network were able to easily apply their available co-op marketing funds to individual dealer-level display campaigns. Ansira enabled the client to target their desired audience within hyper-local geofenced areas by servicing local-to-national promotions encouraging consumers to visit their nearest brick-and-mortar dealer locations.
By measuring store visits through local display ads, Ansira provided the client with CPSV data at the individual dealer level in easily accessible marketing analytics dashboards.
After three months of live local store-level campaigns, the telecom brand was spending $100,000+ across 100+ individual campaigns at a $29 cost per store visit. Estimating that 1 out of 10 store visit converts, that’s a $290 customer acquisition cost — 17% less than the industry average for other wireless carriers!
