For specialty retailers with unique products, driving real-world action in your target audience can be tough. By their very nature, specialty retailers often have smaller audiences, meaning that the odds of reaching the right person in the right place at the right time are smaller too.
The answer for most specialty retailers is highly specific targeting, but going too small can easily mean not reaching enough people to meaningfully impact the bottom line.
Specialty retail advertising requires a delicate balance between pinpoint targeting and multi-touch media to drive sales. A balance that Tandy Leather perfected in their recent GroundTruth campaigns leveraging GroundTruth’s Mobile and Digital Audio & Podcasts channels.
Starting with the Results
Tandy Leather’s omnichannel campaign delivered a clear return on ad spend, successfully achieving Tandy Leather’s objectives by driving both incremental foot traffic and brand awareness.
During their GroundTruth campaigns, Tandy Leather drove 1.4k visits. Of these visits, 89% were incremental, meaning that they could be attributed directly to ad exposure. And the effective cost per visit? Just $7.02/visit. That means every individual person that set foot in their stores to purchase their leathercrafting goods only cost them $7.02, which was exceptionally efficient given the higher price point of specialty leather goods.
GroundTruth’s On-Premise Targeting proved to be an effective closer for Tandy Leather. Reaching people when they were nearby Tandy’s physical location in real-time, this targeting tactic yielded a robust .29% Visitation Rate and a $2.35 cost per visit.
Finally, the entire omnichannel strategy received a significant boost from Digital Audio & Podcast ads, which delivered a 96.8% Listen-Through Rate that exceeded benchmarks by almost 8%. These ads encouraged store visits by driving top-of-funnel awareness and brand recall.
How Tandy Leather Did It
The campaign utilized an omnichannel strategy across Mobile and Digital Audio & Podcast channels. Audio was specifically added as a core channel to maximize reach and overall awareness, as Audio has proven to be an exceptional tool for increasing brand recall.
Across this powerful pair of channels, Tandy Leather combined GroundTruth’s Location and Behavioral audience targeting to guarantee their ads appeared for the right people, place, and time.
Location-Based Audiences
They targeted high-value customer segments in key locations, including identified Tandy Leather Loyalists and High-Indexing Audiences.
Behavioral Audiences
They reached key segments known to engage with similar interests, such as DIY Crafters & Makers and Small Business Owners & Artisans.
After the initial awareness campaign from Digital Audio, Tandy Leather followed up with Mobile touchpoints, including:
On-Premise Targeting
Pinpointed users physically located near specified Tandy Leather locations.
Retargeting
Kept Tandy Leather top-of-mind by serving media to previously exposed users, further driving customers down the funnel.
Why It Worked
Tandy Leather ran a quintessential specialty retail omnichannel media campaign. At the end of the day, it’s not just the pinpoint targeting, the great creative, or the media channels they used that delivered these results. It’s all of those things working together that converts new customers.
For instance, a Mobile campaign alone might’ve had incredible reach and powerful conversion potential, but would’ve lacked the brand awareness and recall generated by a Digital Audio & Podcast campaign. Similarly, an Audio campaign alone might’ve lacked that final push needed from On-Premise targeted or Retargeted Mobile ads that ultimately remind or convince someone to visit the store.
The power of an omnichannel campaign isn’t just adding more channels for greater visibility. It’s increasing brand awareness, recall, and ultimately, real business results like in-store sales by putting your brand into the day-to-day lives of your potential customers. Tandy Leather did exactly that and reaped the benefits.
Start Driving Your Own Real Business Results
GroundTruth Ads Manager delivers the location targeting, real-world behavior targeting, and media channels needed to build your full marketing funnel, no matter your business’ size or industry.
Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
