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2017 was an extremely successful year for our partnership with Papa John’s. While the numbers speak for themselves, the behind-the-scenes work required to achieve this kind of growth across various co-ops and franchise locations is the real star.
This is especially relevant when working with a national brand that has difference challenges unique to each market – all within an industry where trends and behaviors change in an instant. Adaptability is the name of the game.
Cardinal’s approach to tackling these challenges is three-pronged: (1) understand each market’s unique situation, audiences and opportunities, (2) let the data do the talking, and (3) execute media buys in-house to save on markups costs and remain in charge or the data. Because our team of media buyers sits within the 4 walls of Cardinal, we’re able to provide results from a digital media mix that is ever-changing and ever-improving.
Our advertising mix in any given market likely includes:
We customize this mix for every market – here just a few of the factors considered when determining the right mix:
Challenges unique to the market, such as high competition, declining ticket averages, projected comp hurdles (how to overcome a Falcons SuperBowl run in Atlanta, for example)
The cost to advertise in a specific market, and the trend of that cost throughout the calendar year (where & when can we invest money most efficiently)
Ongoing performance insights – we constantly shift ad spend to the most efficient media based on the data
How we hit a homerun with video advertising
One of the major challenges Papa John’s faces in the Atlanta market, is consideration. Not only have new pizza delivery companies saturated the market, but the rise of food delivery services in the city and the propensity of the younger demographic to use those technologies, has outranked that of many cities across the nation. The goal for us then becomes: How can we make sure Papa John’s is an obvious choice for customers when they decide to order food?
This is especially relevant when working with a national brand that has difference challenges unique to each market – all within an industry where trends and behaviors change in an instant. Adaptability is the name of the game.
Cardinal’s approach to tackling these challenges is three-pronged: (1) understand each market’s unique situation, audiences and opportunities, (2) let the data do the talking, and (3) execute media buys in-house to save on markups costs and remain in charge or the data. Because our team of media buyers sits within the 4 walls of Cardinal, we’re able to provide results from a digital media mix that is ever-changing and ever-improving.
Video advertising is a cost-effective, high volume, and high engagement medium through which to get the Papa John’s brand – and our local offers – in front of more people during that desirable consideration stage.
Within this category, there were a number of tactics to prove out:
Throughout our 4+ year partnership with Papa John’s, the tried and true tactic that has always yielded positive ROAS is programmatic display. An evolving tactic in-and-of itself, programmatic display was established as a tactic that achieved both awareness and drove orders.
But how did we convert this traditionally upper-funnel tactic into an order-driving machine? It takes more than just a wide-reach approach to get banners like the one you see below in front of the right person, at the right time, when they are likely ready to order….
Thus began our dedication to testing and evolving our audience targeting capabilities. Our team of programmatic media buyers asses a wide-variety of criteria to determine which ads to serve, when to serve them, and who to target.
Here are some of the more unique criteria we have tested:
Targeting users based on where they go in the real world. This was best used to target competitors by serving ads to people who frequently visits other pizza delivery.
Aligning with delivery areas to serve ads only in relevant geographic areas where customers and potential customers are likely to live & work.
An audience that is dynamically created on our current customers. We target people who “look like” our current customers in both their information and their behaviors.
Unbelievable targeting – we find the audiences ready to convert
The only way to run successful ad campaigns is to test your campaigns, research your marketplace, and make changes frequently, but only when necessary to improve.
If our work with Papa John’s has taught us anything, it’s that there is no shortage of opportunity to reach the right audience with the right message, and that opportunity is a continuously moving target.
Take, for example, the time of the day we call Pizza Primetime. Research shows that customers make mealtime decisions within an hour of when they ideally want to eat. Targeting ads across the web and social media around that exact time is what makes it possible for us to lower cost-per-order and deliver the highest return on ad spend.
We’ve also targeted ads at people who frequented other pizza delivery and QSR restaurants through an evolving conquesting campaign; we’ve developed lookalike audiences across all franchise locations to expand reach and implemented geo-fencing strategies that serve ads aligned with delivery areas specific to franchise locations.
And not to forget core remarketing strategies that display ads to audiences that have visited or engaged with Papa John’s online, on mobile and on social media.
In short, we’ve married the art with the science of hyper-local marketing for a national brand. By differentiating our strategies based on the data in front of us, we have successfully driven hyper-local results throughout the Papa John’s system.
We customize this mix for every market – here just a few of the factors considered when determining the right mix:
Challenges unique to the market, such as high competition, declining ticket averages, projected comp hurdles (how to overcome a Falcons SuperBowl run in Atlanta, for example)
The cost to advertise in a specific market, and the trend of that cost throughout the calendar year (where & when can we invest money most efficiently)
Ongoing performance insights – we constantly shift ad spend to the most efficient media based on the data
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