Overview
Tandy Leather, a Leathercraft Supply Retailer, partnered with GroundTruth with a clear objective: to drive real business results by increasing in-store visits and boosting brand awareness. As a niche-specialty retailer, Tandy Leather aimed to pair targeted media with specific offerings and promotions to directly influence store traffic among a select handful of locations.
- In-Store Visits
- Brand Awareness
The campaign utilized a robust, omnichannel strategy across Mobile and Audio channels. Audio was specifically added as a core channel to maximize reach and overall awareness. This approach combined Location-based and Behavioral audience targeting to ensure they reached the right audiences at the right time.
Ultimately, this comprehensive strategy successfully delivered impactful results for the brand, across eight of their locations.
Tactical Strategies
To ensure relevant reach and maximize the effectiveness of their media spend, the campaign utilized GroundTruth's powerful targeting strategies: a blend of audience and real-time tactics designed to capture high-intent users.
Location-Based Audiences
Targeted high-value customer segments, including identified Tandy Leather Loyalists and High-Indexing Audiences.
BEHAVIORAL AUDIENCES
Reached key segments known to engage with similar interests, such as DIY Crafters & Makers and Small Business Owners & Artisans.
ON-PRemise Targeting
Pinpointed users near specified
Tandy Leather locations.
REtargeting
Kept Tandy Leather top-of-mind by serving media to previously exposed users.
Omnichannel Execution and Creative Spotlight
LISTEN TO THE AUDIO AD
Mobile Creative
Deployed Mobile banners featuring a Dynamic Distance Overlay, guiding users to the nearest location via GroundTruth’s Store Locator Landing Page which prominently featured a 15% off promotional message.
Audio (Streaming & Podcasts)
Employed a 30-second audio spot with a strategic focus on Sports and News listeners to extend reach.
Real Business Results
The omnichannel campaign delivered a clear return on ad spend, successfully achieving Tandy Leather’s objectives by driving both incremental traffic and brand awareness.
The most effective driver of visits to Tandy Leather stores and the highest-performing tactic was On-Premise Targeting, which ensured ads were shown to individuals who were nearby and in a purchase mindset. This real-time tactic resulted in a 0.29% visitation rate (VR) and a $2.35 cost per visit (CPV), which is an exceptionally efficient cost given the typical higher price point of specialty leather goods.
Additionally, Audio ads provided a substantial lift to the omnichannel strategy, delivering a strong 96.8% listen-through rate, exceeding benchmark by 7.6%, which contributed to additional store visits and extended awareness through 382k total impressions.
GroundTruth was able to deliver real business results to Tandy Leather, achieving 2.08M total impressions and 1.4k total visits at a highly efficient $7.02 CPV.
By the Numbers
Total visits
Of visits were incremental
Listen-through rate
Bridging the gap between digital engagement and physical foot traffic remains one of our primary challenges. GroundTruth has been a strategic partner enabling us to drive incremental visits in key markets while scaling brand awareness through a transparent, measurable framework.
Ali Shira
Director of MarketingTandy Leather
