Unchain the Chain
Gone are the days when national TV was the only medium for a brand’s commercial to be seen. But despite the abundance of video media accessibility and the targeted focus it provides, Cicis was still employing this broad traditional marketing tactic. That had them wasting 87% of their media impressions on people that didn’t live near a store and were likely never going to consider the brand. With our analytics and channel teams working together, we transformed their spray-and-pray, wasted impressions into a digital and social first mindset – where dynamic retargeting and optimization can work its magic.
90%
Improved media efficiency
95%
Improved cost per visit
+900%
Media ROI
Geo-Targeted Media
The national delivery of broadcast media created the illusion that it was the most efficient way to reach Cicis’ most important consumer target – those who live near a Cicis location. By shifting from broadcast media to more targeted digital media, Callahan helped improve media’s efficiency of reaching Cicis’ core target by 90%.
Drive Store Traffic
As Callahan transitioned Cicis from traditional broadcast media to targeted digital media, we also brought more visibility to how media was impacting traffic into the restaurants. As expected, not only was the targeted digital media more cost efficient, it was also more cost effective at driving store traffic. The cost-per-visit improved dramatically, dropping 95%.
Great ROI
The combination of media efficiency and effectiveness, had a huge impact on Cicis’ bottom line. Ultimately, Callahan was able to deliver a +900% return on investment for Cicis franchisees.
Results
90%
Improved media efficiency
95%
Improved cost per visit
+900%
Media ROI