Pizza Restaurant Buys into New Ad Campaign After Seeing AudienceSCAN Intel

BY Adam Ambro
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Challenge: Surviving during the COVID-​19 year and hiring new people

Jacob Flaten, an account executive for Sparklight Advertising, is a four-​time Sell Smarter award winner, so he knew that AdMall had been an invaluable resource for his sales process when he approached a local pizza restaurant.

The owners are two childhood friends that started a unique pizza restaurant with offerings you don’t find with the typical chains,” said Flaten. “They specialize in gourmet pizza and microbrew. This mentality has also transcended to their marketing approach. They enjoy clever creative and only want to advertise in the digital space using new and different platforms such as streaming video and YouTube.”

The challenges they [faced last] year had been related to COVID-​19 restrictions on indoor capacity, so we developed a plan for them to reach a ‘delivery/​take out’ audience and use platforms and creative that they would likely respond to.”

As the campaign got underway, Flaten, and the pizza restaurant, quickly found that they needed to pivot their strategy. The company, like most industries, was experiencing a hiring shortage. Therefore, they needed to shift their focus to recruiting before trying to attract more customers.

Solution: Turn to AdMall’s AudienceSCAN

Flaten turned to AdMall’s AudienceSCAN’s report for “Better Job Seekers,” along with the Local Account Intelligence Report for “Pizza Restaurants/​Delivery.”

AdMall has helped me develop the [new] plan focusing audience data on what better job seekers respond to and what type of messaging will hook them,” said Flaten.

In the local account report, there is a section on advertising response that helped Flaten show the pizza restaurant what their target audience was most likely to respond to when they see advertising.

From there, along with the rest of the AudienceSCAN report research, the plan Flaten developed for the pizza restaurant included pre-​roll video, internet banner ads and OTT.

Result: New hires and more customers

Having worked with Flaten initially to increase their consumer base, the pizza restaurant was happy with the data provided to them so they could shift their focus on better job seekers.

They are seeing an increase in foot traffic, as well as getting some of their positions filled,” said Flaten.

The company spent a total of $9,000 on the hiring campaign that included three different “now-​hiring” campaigns for their three locations.

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client. You can find everything from market demographics, consumer spending, marketing/​budget figures, and top products sold to industry challenges and opportunities and more in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-​makers in America. Now in its 12th year, this in-​depth analysis of over 18,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.