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A customized, localized, optimized approach.

How NOVUS increased store traffic during the holiday season for a privately owned furniture retailer with more than 125 store locations across 19 U.S. states.

 

SITUATION

Go beyond the traditional market-wide media coverage to drive store traffic during a cluttered time period in an out-stored and out-spent major market.

Strategy

We optimized the TV plan to capitalize on recency and maximum GRP levels; increased radio to extend younger/ethnic reach; targeted audiences in key ZIP Codes with digital outdoor; and utilized micro-local insights to activate unique opportunities at each store location.

Success

+1%

MARKET-WIDE REACH

Via an optimized TV and radio plan

$250K

REINVESTMENT

In local customization

11%

INCREASED REACH

In key local trade areas

30%

IMPRESSIONS GAINED

In key local trade areas