Edible Arrangements franchise owners are part of the coop that helps pool dollars for their marketing. The Tampa market had little experience in creating a detailed digital advertising plan for their stores that focused on driving traffic locally into their stores.
Store traffic was very important to the franchise owners as they continue to expand their product line to fit with the new world post-pandemic.
THE STRATEGY
We created a detailed holistic marketing plan for the Tampa market and digital advertising represented 65% of the plan dollars.
We focused on Facebook digital marketing using “click to call” objectives to get folks to call their local store.
We created consistency in their social media content for their FB page that focused on showing the product and key promotions throughout the year.
THE RESULTS AND IMPACT
15% Increase in sales YoY; the only market in Florida that saw growth in 2021
“Click to Call” was turned off due to too many calls to stores that were short-staffed to place orders
Over 3% increase in audience size
Over 1000% increase in engagement
Over 2000 pieces of content published in the market in 2021
THE TAKEAWAYS
Activity and improving actions are directly aligned with growth
Reviewing what the data was telling us with calls being unanswered shed light on the resource issue
Sometimes the best strategy is to keep it simple and consistent with brand elements