BLOG
Wine & Spirits – Retail
A local wine & spirits retailer was looking to increase visits, sales and awareness among its target audience of wine enthusiasts. They enlisted the help of Landmarks to utilize new geo-fencing technology and several other programmatic advertising tactics to more effectively reach their audience and drive up their CTR.
CHALLENGE
Landmarks Digital was challenged with promoting a local wine & spirits shop to residents nearby who were likely to make a purchase in-store or attend an event held by the client.
SOLUTION
Landmarks and the advertiser developed a comprehensive strategy of keyword search retargeting, site retargeting, mobile geo-optimization and geo-fencing. The team established keywords that were most likely to reach users likely to visit the retailer and drew geo-fences around stores and wine festivals to target individuals who visited those locations. After campaign launch, Landmarks and our multivariate algorithms worked to further optimize the campaign mid-flight by adding more relevant keywords and focusing creative on specific events being targeted through the campaign.
RESULTS
Over the three-month campaign duration, Landmarks was able to deliver a strong CTR of .12 and 129 geo-fenced walk-ins.
What We Learned
After a mild launch, Landmarks Digital learned new methods in targeting local wine enthusiasts and worked with the client more closely on event promotions. Following a detailed analysis of established audiences, Landmarks was able to differentiate new from returning customers to drive fresh faces into the client’s place of business.