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Over a five year period, CPM Australia were engaged to create a dynamic local area marketing program that supported the launch of more than 350 newly transformed retail stores across Australia to generate awareness.
In order to drive traffic into store and create hype within each store’s local community, we knew we needed to better understand the local area dynamics store by store. Our strategy was backed by key insights into factors such as local attitudes towards our client’s brand as well as their local media preferences. Understanding the nuances of each individual community, helped us determine the best channels per individual outlet. Our tailor-made programmes attracted the right visitors which supported our ultimate goal of triggering purchases.
Results
Across the launch days, a substantial increase in foot traffic was experienced. In many instances, the amount of visitors recorded jumped on average from double to triple. The increased foot traffic on launch days correlated in a strong increase in awareness and notable sales uplifts were realized.
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