Taste NY needed a marketing agency with experience in hospitality to facilitate a digital advertising campaign that not only unified, but strengthened, its branding efforts. Within the Covid environment, the store needed a boost as quickly as possible. We recommended running the program from roughly April 15 - August 31, over four plus months.
Digital Marketing
Creative + Brand Updates
Photoshoot
Digital Marketing
Creative + Brand Updates
Photoshoot
Mindful of budget constraints, Taste NY needed efficient strategies to advertise via different channels including print and digital. Their goals were to:
- Reach a targeted audience that was traveling past their store and/or in the area but who may not be aware that Taste of New York is still providing the perishables and non-perishable food items they need for their families.
- Combine the appeal of their fresh and local products with the convenience of easy access and availability.
- Reboot their store traffic and revenue.
Hyperlocal GeoFencing Campaign
In reviewing the ad performance from the 2019 campaign, we saw that the ads that led to store visits were overwhelmingly the 320x50 and 300x250 formats. The 728x90 and 160x600 formats served a large number of impressions, however, very few conversions, if any. With this data in mind, we focused on the 320x50 and 300x250 ad formats.
The geofence which mapped out 3 miles north of Rt 84 and the Taconic Interchange to 5 miles south of the store had, by far, the highest conversion rate. We recommended mapping out a 5-mile radius around the store and geo-targeting a wider range of travelers. We kept the Taconic targeting.
In addition, rather than gyms or large grocery stores, we targeted people when they were already out and about in the area, in the midst of their “new normal” activities: nearby parks (that fall just outside the above geo-radius), nearby pharmacies, nearby gas stations, and nearby banks.