A large retailer with 1,500 locations nationwide was running state-level marketing campaigns with modest results. Their Q1 spend of $816K was generating traffic, but with 1,500 locations to support, “steady” wasn’t enough. 

The real question: Could they invest more without creating marketing waste? Or would additional dollars just disappear into diminishing returns? 

In Q2, the retailer partnered with Ansira’s media team to launch a hyper-local, omnichannel media package using brand Local Marketing Funds. This shared-cost model allowed them to invest more in local media without taking on the full expense alone.  

What are Local Marketing Funds? This co-op marketing model involves brands and their channel partners (like retailers or distributors) sharing advertising costs. The brand contributes funding and marketing expertise, while partners execute localized campaigns that align with the brand’s strategy. The result: reduced costs for both parties while amplifying reach in local markets. 

By tapping into Ansira’s media expertise, they focused on high-performing channels proven to drive store visits: paid social, paid search, programmatic display and video, and coordinated omnichannel tactics. 

The key wasn’t just spending more. It was spending smarter across channels that worked together to drive in-store action. 

What they did differently

Here’s how the retailer activated their investment: 

• Hyper-local targeting: Rather than spreading budget evenly, they concentrated spend in underperforming markets with the highest growth potential, using zip-code level targeting to reach high-intent customers. 
• Omnichannel coordination: They launched synchronized campaigns across 5 channels simultaneously — paid social, paid search, programmatic display, video, and retargeting — ensuring customers encountered their message multiple times across different touchpoints. 
• Performance-driven optimization: Using real-time data from Ansira’s analytics, they shifted budget weekly toward top-performing markets and channels, maximizing efficiency throughout the quarter.  

The results

311% increase in store visits 

From 387 visits in Q1 to 1,590 visits in Q2, the ROI improvement over one quarter speaks for itself.  

That dramatic lift came with an 81% efficiency improvement in driving foot traffic per marketing dollar spent. 

Every other conversion metric improved: 

• Conversions up 136% (3,877 → 9,133) 

• Calls up 131% (2,271 → 5,253) 

• Lead forms up 88% (1,219 → 2,290) 

The bottom line

While their media spend increased 129%, they achieved triple-digit growth across every key metric. Every dollar worked harder to drive the actions that matter most: getting customers through the door.  

Why this matters for state-level distribution

While this retailer operates across categories, the model is especially powerful for beverage alcohol brands facing today’s market pressures — softening consumer demand and intensifying competition for attention. 

When distributors and suppliers pool resources through Local Marketing Funds, the math changes. Shared investment means broader reach. Localized execution means better targeting. The result: efficiency gains across the entire distribution chain while driving customers through the door. 

For beverage alcohol brands operating at the state level, the playbook is proven: strategic omnichannel investment drives measurable foot traffic while improving marketing ROI. 

Want to see how Local Marketing Funds could work for your distribution network? Let’s map out a pilot program for your top 3 markets and project the impact on your foot traffic today.