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Building the Cost-Per-Visit Media Plan

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Brand building is not enough for QSR marketers. We need to see how our digital dollars move customers to action. Franchisees need to know exactly where their ad money goes and show results - quickly! In the past few years A&W Restaurants has moved to a cost-per-visit measurement model for campaign. At the center of the project is a partnership with a card incentives program that given A&W unique insight into its customers’ response to media and buying habits that informs a more data-driven approach to bridging branding and performance efforts.

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Building the Cost-Per-Visit Media Plan

  1. 1. Case Study: Building the Cost- Per-Visit Media Plan Liz Bazner Director of Digital A&W Restaurants, Inc.
  2. 2. 2 • 9 years with the A&W brand • Previously worked in politics and non-profit • Passionate about data-driven decision making, learning and food • Graduate of Vanderbilt University • Currently pursuing an MBA at the University of Kentucky
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  13. 13. We Focus on Four Main Digital Media Types • Owned • Earned • Shared • Paid 13
  14. 14. Our Digital Marketing Funnel 14
  15. 15. Challenges & Considerations for Paid Media • Modest budget • Limited ability to test • No centralized or unified POS • Multiple asset types  multiple product promotions • Limited knowledge within the system • Results should be geared towards restaurant-level reporting: our franchisees deserve to know where their marketing dollars are being invested 15
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  17. 17. Card-Linked Marketing • True cost-per-visit platform • No merchandising or production needed • No need to train staff or discount at the restaurant • Results can be measured on a regional, DMA and per- restaurant level • Provides insight into actual A&W consumers, not just industry-level data 17
  18. 18. Valuable Consumer Insights 18
  19. 19. Identifying Competitors & Analyzing Share Shift 19
  20. 20. Challenges with Visit-Based Marketing • Limited real estate to share product description • Unable to highlight food photography or video • Nothing for franchisees to “see, feel or touch” in-restaurant • Timely reporting can be difficult 20
  21. 21. 21 Questions?

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