On June 19th, 2017 at the AMR’s Flèches d’Or Gala - iProspect and Rôtisseries St-Hubert won an award for best customer acquisition campaign in a retail business.
Organized by the AMR (Association du Marketing Relationnel), the contest highlights Quebec’s top digital marketing and relationship marketing campaigns, focusing on the quality of the strategy and how achievable and measurable the results are.
With St-Hubert franchisees viewing restaurant traffic as a key indicator of business performance, and as iProspect being a digital performance agency, we looked into proving once and for all that investments in digital campaigns would increase visits to St-Hubert restaurants.
To do so, we took advantage of the Google Adwords’ new metric, “Store Visits”, to assess the number of consumers who clicked on an seach ad and then actually visited one of St-Hubert’s restaurants. In addition, we also targeted those consumers based on their geographic context and their search intent to adjust the messaging accordingly and truly have an impact on customer acquisition, restaurant visits, and revenue.
Olivier Châtelain, Account Lead on Rôtisseries St-Hubert at iProspect, is exceptionally proud of this award: “Thanks to the creative use of technology and a unique model of calculating the return on investment, we were able to measure the true impact of a customer acquisition campaign, both online and offline, and as a result demonstrate to franchisees the positive effects of digital campaigns on local restaurant foot traffic.”
Annik Labrosse, VP marketing at Groupe St-Hubert agrees with Olivier: “With our 122 restaurants, local relevance is essential for us. iProspect helped us leverage the power of mobile and search engine marketing to demonstrate the ultimate goal of a marketing campaign: to reach the right consumers, at the right place, at the right moment and with the right message.”
iProspect and St-Hubert would like to thank the Flèche d’Or contest jury and the members of the AMR board of directors for this honor.
About iProspect Canada
iProspect is the first truly global digital marketing agency, with 4,000-plus employees in 91 offices across 55 countries. A trusted partner with an in-depth understanding of consumer behavior, iProspect reshapes brand strategies to meet the fast-paced demands of the convergent world with a focus on exceeding the client’s business objectives. iProspect delivers digital performance, utilizing proprietary solutions including: paid and organic search, content generation, attribution, paid and earned social media management, structured data and feeds, display, conversion optimization and affiliates.
Marketing Analyst, iProspect Canada
Phone: (514) 524-7149 x202