New Balance Chicago consists of 5 brick-and-mortar local stores as part of the national shoe retailer chain.
The Problem
New Balance Chicago’s traditional marketing tactics (print and radio) were in need of refreshing and support from cutting-edge digital tactics. New Balance Chicago needed assistance with supplementing their traditional marketing efforts with cost-effective digital tactics with clear ROI.
Our Campaign Tactics
- Facebook Offers and Ads optimizing for conversion. Facebook Offers delivered discount codes for in-store purchase, with high engagement creating 136,541 impressions and 600 offers claimed.
- Custom Audiences. Analyze which Chicago zip codes traditionally drove the most sales.
- Zip Code Targeting.
- Unbounce Landing Pages. Visitors exchanged their email addresses for promo codes on mobile and desktop.
The Solution
Over the course of months, Matchnode created multichannel online campaigns to drive in-store purchases, including:
- An initial digital campaign used Facebook Offers to deliver discount codes for in-store purchases.
- Unbounce’s mobile-responsive landing pages cloned the national New Balance website, featuring Chicagoland store locations and in-store only promo codes revealed after email signup.
- Captured email addresses as an upstream data point to better optimize campaigns.
- Grew New Balance Chicago’s email list (segmented by campaign) and used Constant Contact to remind customers to redeem promo codes in store.
The Result
On a monthly basis, New Balance Chicago’s sales greatly surpassed the costs of campaigns.
- Built an online channel from the ground up
- Established ROI in real time
- Email addresses are free (campaigns pay for themselves)
- Proved lifetime value of customers who make repeat purchases
