As coffee sales typically decrease by 2-4% 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, Agency 451 leveraged geo-fencing, mobile advertising, social networks and desktop display advertising targeted to the Boston market.
On Facebook, Agency 451 identified target audiences including those who like pages related to coffee, competitor brands, local universities, and area local hospitals. Through the Google Display Network, Agency 451 implemented remarketing tactics, keyword targeting and topic and interest targeting.
In a market in which coffee sales typically decline by 2-4% in warmer months, Au Bon Pain’s sales increased.
sales increase in Boston market