cheeseboy case study - paperg
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CHEESEBOY CASE STUDY Cheeseboy Turns to PaperG to Power Local Display Ads
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AD CAMPAIGN – GOING LOCAL
Popular Northeast restaurant chain Cheeseboy wanted to promote its 2nd annual “Free Grilled Cheese Day” event to aIract new customers.
o $1,000 dedicated to PaperG
o Six stores / food court loca8ons
o Low search query volume
o Never tried banner adver8sing
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AD CAMPAIGN – GETTING LOCAL
West Nyack, NY
On a Kght digital budget, Cheeseboy turned to PaperG for a cost-‐efficient soluKon that would effecKvely reach its target audiences in each of the markets the company is located in.
Providence, RI
Boston, MA
Na8ck, MA
Braintree, MA
West Nyack, NY
Milford, CT
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THE RESULTS – TARGETING LOCAL
Via PaperG’s PlaceLocal ad plaVorm, Cheeseboy created mulKple ad campaigns localized for customers in a 15-‐mile radius of each locaKon.
Providence, RI
Boston, MA
Braintree, MA
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THE RESULTS -‐ REACHING LOCAL
The overall adverKsing budget was split between radio, Facebook and online display, and Cheeseboy dedicated 7% to local online display adverKsing. Out of the total number of signups for the event from paid adverKsing, 30% can be aIributed to zip code targeted online display ads powered by PaperG's PlaceLocal plaVorm. Not only that, tens of thousands of customers are now aware of the Cheeseboy brand.
o 700,000+ ad impressions
o 768 qualified clicks
o $1.30 cost-‐per-‐click
o 5655 people showed up at stores
o ~$2.00, on average, were spent by each customer on extras during the event
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ONLINE DISPLAY -‐> LOCAL ONLINE DISPLAY
Local online display can reach a more targeted audience at a lower cost, especially for demand generaKon.
Radio ~$4.50 CPM
Direct Mail ~$350 CPM
~$1.50 CPM
Delivery Cost
Based on USPS estimates
Based on eMarketer estimates
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CHEESEBOY AND PAPERG
"Leading up to the Free Grilled Cheese day event we were in need of a fresh and cost effec8ve solu8on that would help us reach customers on the local level. While search ads were an op8on, they weren't a reliable and efficient way to connect with customers who were unaware of the event -‐-‐ local display ads were”
-‐ Jeremy Mar)n, Head of Procurement
"Even with a limited budget, we were able to use PaperG's PlaceLocal pla_orm to target customers and provide a personalized experience for audiences in each of our six loca8ons. We are very pleased with the results and we plan to dedicate a larger budget to online display with PaperG on our ad campaigns in the future.”
-‐ Michael Inwald, CEO