A midsize tire retailer with multiple locations had a disorganized marketing plan that lacked cohesion and digital marketing. Their marketing plan consisted of print and local radio marketing, mostly at the store level.
Challenge
Introduce a digital marketing plan for the tire retailer.
Create a cohesive marketing plan that has a consistent message and look.
Solution
SHIFT analyzed customer, point of sale and zip code data to determine the most effective way to use the tire retailers marketing budget.
SHIFT reviewed the tire retailers past advertisements to adjust or eliminate certain advertising drivers.
SHIFT put together an advertising schedule on Pandora digital radio for all locations.
SHIFT compiled digital marketing opportunities such as impressions and search volume from Google and created a multifaceted digital campaign that included SEM, Display, Video Pre-roll using robust ad groups, interest categories, etc.
Results
Winning search results – 80% of customers searching the tire retailer’s key words were served an ad which was the best among its competitors.
High search visibility – The average position of search ads was 1.6 meaning the advertisement was usually the first or second option.
Date
June 25, 2018
Category
Agency / Marketing Services, Retailer and Distributor Solutions
