{"id":4480,"date":"2022-07-27T15:29:25","date_gmt":"2022-07-27T15:29:25","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=4480"},"modified":"2023-01-19T09:39:54","modified_gmt":"2023-01-19T09:39:54","slug":"how-can-you-combine-several-levers-to-increase-the-impact-of-your-drive-to-store-campaigns","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/de\/how-can-you-combine-several-levers-to-increase-the-impact-of-your-drive-to-store-campaigns\/","title":{"rendered":"How can you combine several levers to increase the impact of your Drive-to-Store campaigns?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The Covid-19 pandemic disrupted consumer behavior around the world, with how we shop, one of the activities that was severely impacted. But although online shopping increased significantly during the last two years, consumers remain attached to visiting stores in person.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although <\/span><span style=\"font-weight: 400;\">74% of French people claim to use online and offline<\/span><span style=\"font-weight: 400;\"> to make their purchases, nearly <\/span><span style=\"font-weight: 400;\">60% prefer physical outlets<\/span><span style=\"font-weight: 400;\"> when buying food, with this figure being <\/span><span style=\"font-weight: 400;\">43% for clothing purchases<\/span><span style=\"font-weight: 400;\"> (source: YouGov RealTime, 2021).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This preference can be explained in part by the immediate availability of the product they are looking for, the customer experience offered by certain specialized stores, and the implementation of exclusive in-store only promotions.<\/span><\/p>\n<h5>It\u2019s hard to compete with the in-store experience<\/h5>\n<p><span style=\"font-weight: 400;\">The barometer published by the <a href=\"https:\/\/www.mobilemarketing.fr\/\">Mobile Marketing Association France<\/a> last year showed that <strong>more than <\/strong><\/span><strong>70% of advertisers planned to increase their expenditure on Drive-to-Store advertising in 2022<\/strong><span style=\"font-weight: 400;\">. After long periods defined by restrictions and lockdowns, which led to the temporary closure of many retail outlets, from small stores to large shopping malls, retailers are now taking advantage of being able to encourage their audiences back to their various points of sale in real life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here they are helped by Drive-to-Store advertising tools which, no longer limited to mobile display, have evolved significantly in recent months. The digitalization of some traditional media, as well as the acceleration of their post-Covid consumption, offers brands new strategic opportunities to develop their performance on this axis.<\/span><\/p>\n<h5>Strengthen recall and intent to visit a store<\/h5>\n<p><span style=\"font-weight: 400;\">Digital audio allows brands to address mobile audiences throughout the day at strategic moments \u2013 and can be activated to supplement a Drive-to-Store display campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because digital audio is so often delivered via mobile, it also allows audiences to be targeted very precisely,\u00a0 for example by using GPS data to reach people when they are close to a store, that is relevant to their preferences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, the personal nature of digital audio helps to create strong links with listeners, allowing advertisers to act directly and efficiently on brand indicators, such as memorization or purchase intention.<\/span><\/p>\n<h5>Accompany audiences to the entrance of the store<\/h5>\n<p><span style=\"font-weight: 400;\">Like digital audio, Digital Out-Of-Home (DOOH) has also begun its programmatic transformation, with the digital inventories now available.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Placed strategically, these digital panels play an important role in the overall strategy. (According to British out-of-home specialist Outsmart, <\/span><span style=\"font-weight: 400;\">83% of people remember seeing an outdoor ad in the 30 minutes preceding a purchase<\/span><span style=\"font-weight: 400;\">, making DOOH the dominant media in the &#8222;last window of influence&#8220;.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This (r)evolution allows a strategic brick to be added to all programmatic Drive-to-Store campaigns, in effect making it easier for brands to accompany their audiences until they enter the outlet and begin their in-store customer journey.\u00a0<\/span><\/p>\n<h5>Increase your impact and maximize incremental visits with omnichannel<\/h5>\n<p><span style=\"font-weight: 400;\"><strong>In an era where the consumer has become perfectly omnichannel, media strategies must be applied in the same way.<\/strong> For advertisers, this means combining multiple levers to maximize on-target coverage while increasing campaign performance tenfold.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Combined with mobile display, digital audio and DOOH are highly effective to maximize the reach of the message, convince the audiences and develop the incremental in-store visits. They allow specific activity at different stages of the conversion tunnel, while following consumers in their (new) mobility habits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Combining digital audio with another lever in the Drive-to-Store strategy improves brand recall by <\/span><span style=\"font-weight: 400;\">an average 20 to 25 points<\/span><span style=\"font-weight: 400;\"> over performance (source: Hawk Insights, 2022)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, using several levers is efficient when generating in-store visits. In a recent campaign, carried out for a player in the banking system the visit rate was seven times higher when several media channels were used when compared to just one. <\/span><span style=\"font-weight: 400;\">(Source: Hawk Insights, 2022).<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Covid-19 pandemic disrupted consumer behavior around the world, with how we shop, one of the activities that was severely impacted. But although online shopping increased significantly during the last two years, consumers remain attached to visiting stores in person. Although 74% of French people claim to use online and offline to make their purchases, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":4484,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[89],"tags":[],"class_list":["post-4480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-shortcuts-de"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How can you combine several levers to increase the impact of your Drive-to-Store campaigns? - Hawk<\/title>\n<meta name=\"description\" content=\"In an era where the consumer has become perfectly omnichannel, media strategies must be applied in the same way. For advertisers, this means combining multiple levers to maximize on-target coverage while increasing campaign performance tenfold.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hawk-tech.io\/de\/how-can-you-combine-several-levers-to-increase-the-impact-of-your-drive-to-store-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How can you combine several levers to increase the impact of your Drive-to-Store campaigns? - Hawk\" \/>\n<meta property=\"og:description\" content=\"In an era where the consumer has become perfectly omnichannel, media strategies must be applied in the same way. 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