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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	...
AD	  CAMPAIGN	  –	  GETTING	  LOCAL	  On	  a	  Kght	  digital	  budget,	  Cheeseboy	  turned	  to	  PaperG	  for	  a	  cos...
THE	  RESULTS	  –	  TARGETING	  LOCAL	  Via	  PaperG’s	  PlaceLocal	  ad	  plaVorm,	  Cheeseboy	  created	  mulKple	  ad	 ...
THE	  RESULTS	  -­‐	  REACHING	  LOCAL	  The	  overall	  adverKsing	  budget	  was	  split	  between	  radio,	  Facebook	 ...
ONLINE	  DISPLAY	  -­‐>	  LOCAL	  ONLINE	  DISPLAY	   Local	  online	  display	  can	  reach	  a	  more	  targeted	  audie...
CHEESEBOY	  AND	  PAPERG	  "Leading	  up	  to	  the	  Free	  Grilled	  Cheese	  day	  event	  we	  were	  in	  need	  of	 ...
Cheeseboy Case Study - PaperG
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Cheeseboy Case Study - PaperG

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Cheeseboy Case Study - PaperG

  1. 1. CHEESEBOY  CASE  STUDY   Cheeseboy Turns to PaperG to Power Local Display Ads
  2. 2. 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  
  3. 3. 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  
  4. 4. 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  
  5. 5. 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  
  6. 6. 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
  7. 7. 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  

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