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Building the Cost-Per-Visit Media Plan
The document outlines a case study by Liz Bazner from A&W Restaurants, highlighting the development of a cost-per-visit media plan amidst various challenges such as budget constraints and limited testing capabilities. It emphasizes the importance of data-driven decision-making in digital marketing, focusing on four media types: owned, earned, shared, and paid. The case study also discusses the benefits of card-linked marketing and the challenges faced with visit-based marketing strategies.
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Building the Cost-Per-Visit Media Plan
- 1. Case Study: Buildingthe Cost- Per-Visit Media Plan Liz Bazner Director of Digital A&W Restaurants, Inc.
- 2. 2 • 9 yearswith 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. We Focus onFour Main Digital Media Types • Owned • Earned • Shared • Paid 13
- 14. Our Digital MarketingFunnel 14
- 15. Challenges & Considerationsfor 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. Card-Linked Marketing • Truecost-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
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- 19. Identifying Competitors &Analyzing Share Shift 19
- 20. Challenges with Visit-BasedMarketing • 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
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