We partner with Initiative Media and its $40 billion dollars in buying clout to deliver our clients unparalleled access to unbeatable rates, resources and new/emerging media opportunities. By connecting new media approaches to the cannon of the rest of the marketing, our team and its advanced analytics and optimization resources are able to make every dollar and message work harder, delivering your communications to the right guest in the right place at the right time.
Blaze Pizza operates 416 locations in the US and Canada. Paid social, OOH and search are the most cost-effective tools to drive awareness and engagement, but those mediums lack the ability to fully capture the brand’s unique youthful vibe nor deliver the “crave” larger format devices can and unfortunately, TV is simply not cost-effective given Blaze’s geographic dispersion.
But there’s a new option available – “Over the Top” digital tv. OTT dramatically lowers the cost and increases the effectiveness of TV advertising by delivering :15 & :30 TV spots on premium inventory within a 3-mile radius of individual locations. Plus, by utilizing loyalty data, we are able to build audience sets via past visitation as well targeting mobile devices with re-targeting ads as potential customers near the restaurant (or our competitors!).
Delivery a 60% – 80% average reach with 6 – 18x frequency to drive 40% flow thru we were able to deliver customize sales goals of 2% -5% tied to specific store comps and “realistic” budgets between $250 – $2,000 per month per store.
With a “Live Dashboard” that anyone on the marketing team had access to, results we checked daily and presented weekly. No “maybe’s”, no “I think it’s working” – real time success that franchisees see in their visits and comps.