Brand agency Empower Media Marketing collaborated with ad network Undertone Network on the first-ever digital ad campaign for Long John Silver’s restaurants earlier this year. The six-week campaign, to promote new menu options in three test markets, used banner ads customers could click through to receive a coupon and locate the nearest store.
The results were quite a haul: a conversion rate (coupon download or store finding) of 2.27%, nearly two and a half times the industry average. More than 35% of those interested in the coupon opted in to receive more messages from the brand.
Undertone and Empower offer some tips to quick-service restaurants and others looking to hook customers online:
- DEFINE CAMPAIGN GOALS
What do you want your online campaign to achieve? Boost sales of a new menu item? Drive more in-store traffic?
- CAREFULLY PLAN MEDIA PLACEMENTS
Consider where you want your ads to appear, where they will best reach your target audience, and what effect the Web site may have on your brand. For example, are you comfortable associating your brand with user-generated content or social media sites?
- LEVERAGE CREATIVE FLEXIBILITY
Use flexible tools such as rich media and video. Engage consumers to interact with your brand by locating a restaurant, downloading a coupon or browsing your menu within an ad.
- TEST, TEST, TEST
Online advertising enables QSR marketers to determine the most effective messaging and creative for a specific audience. Marketers can test before launching a large-scale campaign, test products in different markets, and make optimization adjustments throughout a campaign.
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