3x increase in store visits for a multi-loacation sports center
The Client
The client based out of Hyderabad, is a chain of world-class sports centers having high-quality sports facilities for Badminton, Basketball, Chess, Cricket, Football, Lawn Tennis, Skating, Squash, Swimming, and Table Tennis. Whether you are looking for professional coaching for your child or a place to play sports for recreation and fitness, this was the ideal destination. Conveniently located, each center offers professional coaching, membership, pay n play, tournaments, and other sports events.
The objective
The objective was to leverage digital marketing channels to promote the new customer offers and reduce the revenue loss.
The Challenge
Post-COVID, the client encountered challenges with their sports center being empty during the day and facing high demand only during peak hours. They struggled to balance operational costs with fluctuating attendance, leading to inefficiencies and revenue loss. Addressing these issues required adjusting strategies to attract more consistent day-time visitors and optimize peak hour resources.
- Increase Local Foot Traffic: Drive more in-store visits from local customers.
- Raise Brand Awareness: Build stronger brand recognition in the local gaming community.
- Maximize Advertising ROI: Implement a cost-effective ad strategy to improve return on ad spend (ROAS).
The Solution / Our Approach
To address these challenges, we developed a two-pronged approach that focused on hyper-localized advertising through Google Search Ads and Facebook Ads. This strategy was designed to target potential customers near the clients physical locations while driving both foot traffic and online sales.
- Google Search Ads for Local Intent
We began by launching targeted Google Search campaigns designed to capture users searching for gaming products within a 5KM radius around the centers. These campaigns focused on local keywords with clear purchasing intent, such as “Squash court near me,” “Badminton court near me,” and “gym near me.”
Actions Taken:
– Identified high-intent, location-specific keywords related to gaming products.
– Set up geo-targeting to ensure ads were only displayed to users within a 5- Kilometre radius of stores.
– Created local ad extensions to showcase store addresses, phone numbers, and directions to drive in-store visits.
– Optimized ad copy for urgency and promotions, encouraging users to visit nearby stores or shop online for same-day delivery.
- Facebook Ads for Hyper-Localized Targeting
We leveraged Facebook’s advanced targeting capabilities to reach potential customers based on their location, interests, and behaviors. The ads were tailored to attract gaming enthusiasts who lived near the stores, focusing on new releases and limited-time offers.
Actions Taken:
– Created custom audience segments based on location, age, and gaming interests.
– Launched dynamic carousel ads showcasing the latest gaming consoles, popular games, and accessories available.
– Implemented video ads featuring exclusive in-store promotions to boost local foot traffic.
- Promotions & Special Offers
To further entice local customers, we helped create exclusive offers that were promoted through both ad channels. These offers included:
In-store discounts: Limited-time offers for customers who visited the store within 48 hours of seeing the ad.
- Performance Tracking & Optimization
Throughout the campaign, we monitored key metrics like click-through rate (CTR), conversion rate, and foot traffic data, optimizing the campaigns to improve performance over time.
Actions Taken:
– Regularly adjusted bidding strategies to maximize the ROI from both Google and Facebook ads.
– A/B tested ad creatives and messaging to find the most effective approaches for driving local engagement.
– Enhanced landing page experience to ensure users quickly found information about local store promotions and online offers.
Achievements
Our integrated local ads campaign delivered impressive results, boosting in-store visits. Here are the key outcomes:
200% Increase in Local Foot Traffic: The client saw a significant rise in in-store visits within the first three months, with many customers reporting they found the store via Google Search or Facebook Ads.
25% Increase in Brand Awareness: local brand visibility improved, with more customers recognizing the store’s name and visiting their physical locations.
Higher ROI on Ad Spend: The campaign generated a 600% higher return on ad spend (ROAS) compared to previous digital marketing efforts, ensuring a cost-effective way to drive both foot traffic and online conversions.
Caveats / Disclaimer
This success underscores the power of a localized, targeted advertising approach for driving both in-store and online sales. By focusing on users in a specific geographic area and tailoring the messaging to their needs, we were able to connect with a broader local audience while keeping ad costs under control.
With the right blend of Google Search and Facebook Ads, the client was able to enhance its local presence and drive meaningful results across multiple locations. For businesses looking to boost local foot traffic and sales, a tailored approach to digital advertising can deliver exceptional outcomes. Contact Trilokana Marketing today to learn how we can craft a strategy that works for your business.
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