As coffee sales decrease as the weather warms up, Au Bon Pain wanted to test hyperlocal marketing to see if it lessened the impact of declining coffee sales in a specific market.
Over the course of six weeks, 451 Marketing leveraged geo-fencing, mobile advertising, social networks and desktop display advertising targeted to the Boston market.
On Facebook, 451 Marketing identified target audiences including those who like pages related to coffee, competitor brands, local universities, and area local hospitals. Through the Google Display Network, 451 Marketing implemented remarketing tactics, keyword targeting and topic and interest targeting.
Au Bon Pain saw a 6% lift in sales in Boston market, while all other markets’ sales decreased.
lift in sales in Boston market