We all know that a well-greased machine is much more than the simple sum of its parts. In the same way, multichannel campaigns are complex machines that work better when treated as one activity instead of multiple single-channel campaigns.  And planning your multichannel campaigns doesn’t end just with crafting your strategy, it also includes planning how you’re going to run it. Choosing the right platform or team to run your advertising can really make an impact on the overall performance. The best way to ensure that performance is the best it can be, is to run all or most of …

Planning a national drive-to-store campaign should be done with a store-centric strategy in place to increase visits. Although bringing a national campaign with a store-centric strategy together might be a bit more complex, you already have all the knowledge you need from regional or local activities. You’ll just need to apply that perspective to a wider campaign to ensure that you maximize your performance per store, and you’ll be able to see a consistent uplift across all your points of sale.  These are the four key areas to include in your plan for an effective store-centric strategy: 1. The location …

Drive-to-store (DTS) is still the new kid in the block and some brands are only now finding out about the benefits of focusing on business outcomes rather than media KPIs to determine the success of a campaign in the real world.  But if this isn’t your first rodeo, and you have made the shift towards measuring offline results using offline metrics (visits and footfall uplift), it may be time to shift to a long term DTS strategy as opposed to a stop-start approach where you always have to plan and optimize from scratch.  Now, when we’re talking about a long …