CHICAGO, March 10, 2017 /PRNewswire/ — Brandmuscle won The Local Search Association’s Ad-to-Action Award at LSA17 in San Diego last week. The prestigious award was based on the results of a highly targeted, hyperlocal paid social advertising campaign the company executed for a national fast-casual dining client.
The Ad-to-Action Awards “highlight innovation in the local marketing and advertising space and celebrate forward-thinking solutions, campaigns and marketing technology.” With more than 172 entries from over 90 competing companies, Brandmuscle emerged as the leader in its category for its campaigns, which combine location-targeted ads with compelling creative offers on the top social media platforms.
“By leveraging Brandmuscle’s local digital marketing expertise, our client was able to breakthrough where many similar chains have tried and failed,” said Paul Elliott, Chief Digital Officer at Brandmuscle. “The campaigns we executed dramatically exceeded the client expectations for reach, effectiveness and cost efficiency and we’re excited to bring home this award that further emphasizes that success.”
The client challenge stemmed from its desire to target an unwavering millennial audience in an already saturated, hyper-competitive fast casual dining market. Being a relatively new brand with low brand awareness and tighter budgets than some of their national brand competition, the client sought out Brandmuscle’s unique local digital marketing expertise to drive in-store foot traffic to its chain of locations through a click-to-redeem social advertising campaign. Using deep audience research and optimizing results through measurement via social analytics, coupon redemption and point-of-sale data, Brandmuscle helped the client exceed its goals and create brand awareness by capturing the attention of its ideal customer. The campaigns generated a 22% coupon redemption rate- better than 1 in 5 people who clicked the social ads purchased from the location- an astounding figure when coupled with the 2.27% overall campaign click-through rate.
Consistent with findings from Brandmuscle’s State of Local Marketing Research, local affiliates (i.e. dealers, agents, franchisees) are increasingly growing their investment in digital paid media, like the award-winning campaigns executed for this fast casual restaurant client. “While not abandoning traditional media, there is definitely a shift occurring, especially when the marketing need is hyper-targeted” said Elliott.
“Our industry research tells us that local franchisees are looking for new and even more effective ways to execute their local marketing strategies, by leveraging their national brand to gain awareness, and digital and mobile marketing tactics to deliver consumer engagement in their offline locations,” Elliott said.
Through a one-stop offering that includes technology, local marketing expertise, MDF and co-op program management, traditional and digital marketing execution, Brandmuscle helps national brands capitalize on opportunities and empowers their franchisees, agents, dealers, distributors and sales teams to deliver brand-compliant local marketing programs that drive sales. Headquartered in Chicago with offices in Cleveland, Austin, Kansas City and New Jersey, Brandmuscle employs more than 700 talented professionals and serves more than 275 of the world’s leading brands. Brandmuscle is the only software provider ranked “Best” in all categories of Gleanster’s Local Marketing Automation Vendor Benchmark report and has appeared on Inc. Magazine’s 500 | 5000 Fastest-Growing Companies in America List multiple years. For more information about Brandmuscle call (866) 464-4342 or visit www.brandmuscle.com.
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