Cheeseboy Case Study - PaperG

CHEESEBOY CASE STUDY Cheeseboy Turns to PaperG to Power Local Display Ads

AD CAMPAIGN – GOING LOCAL Popular Northeast restaurant chain Cheeseboy wanted to promote its 2nd annual Free Grilled Cheese Day event to aIract new customers. o $1,000 dedicated to PaperG o  Six stores / food court loca8ons o  Low search query volume o  Never tried banner adver8sing

AD CAMPAIGN – GETTING LOCAL On a Kght digital budget, Cheeseboy turned to PaperG for a cost-‐eﬃcient soluKon that would eﬀecKvely reach its target audiences in each of the markets the company is located in. Boston, MA Na8ck, MA Providence, RI West Nyack, NY Braintree, MA Milford, CT West Nyack, NY

THE RESULTS – TARGETING LOCAL Via PaperG’s PlaceLocal ad plaVorm, Cheeseboy created mulKple ad campaigns localized for customers in a 15-‐mile radius of each locaKon. Braintree, MA Providence, RI Boston, MA

THE RESULTS -‐ REACHING LOCAL The overall adverKsing budget was split between radio, Facebook and online display, and Cheeseboy dedicated 7% to local online display adverKsing. Out of the total number of signups for the event from paid adverKsing, 30% can be aIributed to zip code targeted online display ads powered by PaperGs PlaceLocal plaVorm. Not only that, tens of thousands of customers are now aware of the Cheeseboy brand. o  700,000+ ad impressions o  768 qualiﬁed clicks o  $1.30 cost-‐per-‐click o  5655 people showed up at stores o ~$2.00, on average, were spent by each customer on extras during the event

ONLINE DISPLAY -‐> LOCAL ONLINE DISPLAY Local online display can reach a more targeted audience at a lower cost, especially for demand generaKon. Delivery Cost ~$1.50 CPM Radio ~$4.50 CPM Based on eMarketer estimates Direct Mail ~$350 CPM Based on USPS estimates

CHEESEBOY AND PAPERG "Leading up to the Free Grilled Cheese day event we were in need of a fresh and cost eﬀec8ve solu8on that would help us reach customers on the local level. While search ads were an op8on, they werent a reliable and eﬃcient way to connect with customers who were unaware of the event -‐-‐ local display ads were” -‐ Jeremy Mar)n, Head of Procurement "Even with a limited budget, we were able to use PaperGs PlaceLocal pla_orm to target customers and provide a personalized experience for audiences in each of our six loca8ons. We are very pleased with the results and we plan to dedicate a larger budget to online display with PaperG on our ad campaigns in the future.” -‐ Michael Inwald, CEO

Cheeseboy Case Study - PaperG

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