National Fast Food chain

Category

Display Advertising

Services

The client's agency provides creative and media placement, however the agency has enlisted Red McCombs Media to provide additional guidance with placement and creative. RMM supports the agency as an extension of their team.

Client Goal

The client's goals included introducing new products and driving sales per location. New breakfast items were launched to specific markets with different budgets and creative per market. This campaign was in conjunction with electronic media placement, therefore messaging was consistent across all platforms.

Challenges

Client's challenge was to reach 30 markets varying in size from a large market with a population of over 2 million to a small market with a population of less than 10,000 while balancing the range of regional budgets on several products.

Solution

While large market delivery/efficiencies were easily achieved through a combination of local and national sites targeted on consumer demographics, small markets presented more of a challenge to reach the overall goal. The local sites in smaller markets were under delivering. Our team began to spread inventory over additional regional sites and regional television and radio stations to increase visibility.

Results

The inclusion of regional sites and the expansion of those sites improved delivery significantly. Over time, the client's results have improved and increased well beyond expectations.