As coffee sales typically decrease by 2-4% as the weather warms up, Au Bon Pain wanted to test hyperlocal marketing to see if it lessened the impact of declining coffee sales in a specific market.
Over the course of six weeks, 451 Agency leveraged geo-fencing, mobile advertising, social networks and desktop display advertising targeted to the Boston market.
On Facebook, 451 Agency identified target audiences including those who like pages related to coffee, competitor brands, local universities, and area local hospitals. Through the Google Display Network, 451 Agency implemented remarketing tactics, keyword targeting and topic and interest targeting.
In a market in which coffee sales typically decline by 2-4% in warmer months, Au Bon Pain’s sales increased.
sales increase in Boston market