Objective:

To drive increased foot traffic to the new store, particularly targeting commuters and local residents, by creating a high-impact digital marketing campaign that leverages both proximity and convenience.

Task

The goal was to raise awareness of the new store location and encourage potential customers to stop by for their daily coffee. The focus was on building an effective campaign with limited budget resources while ensuring measurable results in terms of footfall increase. The key objectives were:

1. Increase footfall by 30% within the first 3 months of the store’s opening.

2. Create awareness among daily commuters and local residents of Milton Keynes.

3. Develop loyalty programs to encourage repeat visits and increase customer retention.

4. Use a combination of digital marketing and local community engagement for maximum impact.

Action

A multi-pronged digital marketing campaign was implemented using a mix of hyper-local targeting, commuter convenience offers, and community engagement. The following strategies were employed:

1. Geotargeted Social Media Ads:

   • Platforms: Facebook and Instagram ads targeting individuals within a 1-2 mile radius of the train station.

   • Ad Type: Location-based offers (e.g., “Grab a coffee before your train leaves! 10% off for commuters showing this ad.”)

   • Timing: Ads were scheduled for peak commuter hours (7-9 AM and 4-6 PM) to capture attention when people were either arriving or leaving the station.

2. Google My Business Optimization:

   • Claimed and optimized the store’s Google My Business profile to ensure it appeared prominently in local search results and Google Maps.

   • Encouraged customers to leave reviews and used these as part of the ad campaigns to build credibility.

3. Partnership with Local Businesses:

   • Partnered with nearby businesses and the train station itself to promote the coffee shop through flyer distribution and loyalty cards.

   • Created a referral program where local businesses could earn rewards for referring customers.

4. Influencer Collaboration:

   • Partnered with local food and lifestyle influencers in Milton Keynes to promote the coffee shop on social media platforms, with posts featuring in-store experiences and limited-time offers.

5. Loyalty App and Retargeting Campaign:

   • Launched a simple app to track loyalty points for returning customers.

   • Implemented a retargeting campaign, focusing on those who engaged with the initial ads or visited the store but hadn’t returned, using Google Display and Facebook retargeting ads.

Result

The campaign ran for three months, and the results were overwhelmingly positive. The key outcomes were:

1. 35% increase in footfall over the initial 3-month period, exceeding the target by 5%.

2. 500+ new customers visited the coffee store within the first two months of the campaign.

3. 120 loyalty app sign-ups were achieved within the first 4 weeks, with returning customers averaging 2.5 visits per week.

4. The social media campaign generated a 12% click-through rate (CTR) on Facebook and Instagram ads, with a 20% conversion rate leading to store visits.

5. The store’s Google My Business listing received a 35% increase in views, with an average rating of 4.8 stars, enhancing its online presence and credibility.

Reflecting on the campaign and process:

• Situation: Brew & Bloom Coffee, a local coffee store in Milton Keynes, opened a new branch next to a train station, seeking to increase footfall in a highly competitive environment.

• Task: My core task was to drive awareness and footfall by implementing a cost-effective digital marketing strategy targeting commuters and local residents.

• Action: A comprehensive campaign combining geotargeted social media ads, Google My Business optimization, local influencer partnerships, and a loyalty program was launched.

• Result: Footfall increased by 35%, new customer sign-ups soared, and the coffee shop established a loyal customer base, positioning itself as a top choice for commuters and locals alike.

Key Takeaway:

A well-executed hyper-local digital marketing strategy, focused on targeting specific customer segments like commuters and local residents, can significantly boost foot traffic for small businesses. By combining geotargeted ads, local partnerships, influencer collaborations, and a loyalty program, the coffee store in Milton Keynes successfully attracted new customers, exceeded footfall goals, and fostered repeat business. The key to success was aligning marketing efforts with customer behavior and convenience, ultimately creating a strong local presence in a competitive market.