The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Restaurant Online Ad, Best Technology Online Ad
In a moment when the restaurant industry faced debilitating challenges, Frisch’s Big Boy partnered with InMarket to purposefully reach new and key customers. Historically, Frisch’s focused the majority of its marketing spend on traditional channels, which posed ineffective following the sudden shifts to customer demand during the pandemic.
Leveraging InMarket’s LCI to analyze how their current marketing tactics influenced store visits and sales, Frisch’s Big Boy saw an opportunity to maximize its ROAS, boost sales, and gain new customers to its 118 total locations. Findings concluded that the brand had substantial opportunity to target casual visitors at major QSR chains and smaller competitors to grow new customers, sales and share of market with future efforts.
Frisch’s Big Boy leveraged InMarket’s LCI solution to inform precise customer segmentation across a vast array of diner characteristics, allowing them to hyper-target potential customers with engaging advertisements highlighting exact location and product details. Encouraging viewers to click-through the personalized media, the ads successfully engaged new customers, who comprised 52% of foot traffic seen in the six months following the campaign.
With help from InMarket’s LCI solution, Frisch’s confirmed the efficiency of omnichannel efforts in boosting visits and incremental lift/revenue. Frisch’s campaign reached over 1.3 million unique customers across five markets and drove a 23.1% lift in foot traffic, ending the campaign with an efficient incremental cost per visit of $0.25 and a guest checkout average of $12.25.
Contributors:
| Former VP of Marketing, Frisch’s Restaurants: | Alison O’Keefe |
| Chief Strategy Officer, InMarket: | Michael Della Penna |
| Creative Director, InMarket: | Joseph Intile |
| Sr. Manager of Market Intelligence & Research, InMarket: | Erin Sellers |
| Senior Rich Media Designer, InMarket: | Liam Beesley |
| Central Regional Sales of InMarket: | David Salinas |
| Co-CEO, InMarket: | Todd Dipaola |
| Co-CEO, InMarket: | Todd Morris |
INMARKET
Location: United States
About the Agency:
InMarket is a leader in 360-degree consumer intelligence, real-time marketing and attribution. Brands can build targeted audiences, activate real-time, omni-channel campaigns and measure their success in driving real-world visits and sales.