Case Study Overview
The local coffee shop faced declining foot traffic and minimal online presence, which prompted them to seek a solution to attract more customers. By implementing a targeted social media campaign, we focused on engaging the local community through Instagram and Facebook ads that highlighted special events and seasonal promotions. This approach not only increased awareness but also fostered a sense of community around the brand, leading to significant growth in both foot traffic and online orders.
The Challenge and Context:
A successful urban coffee shop needed a solution to fill seats during the notoriously slow "afternoon slump" (2:00 PM - 5:00 PM). Traditional marketing efforts were too broad. They needed a precision tool to drive immediate, localized behavior change.
MarketSquare's Strategic Solution:
We deployed a Hyper-Local, Impulse-Driven Conversion Funnel.
Geo-Fencing and Time-Specific Ads: We created Facebook and Instagram campaigns that geo-fenced a precise 0.5 mile radius around the shop. Ads were scheduled to run only between 1:30 PM and 4:30 PM.
Visual and Offer Optimization: Ad creative focused on high-quality, close-up visuals of specialized coffee drinks and baked goods. The offer was a simple, high-value "Show This Ad to Get 50% Off Your Second Drink."
Offline Conversion Tracking: The coupon code was the key tracking mechanism, allowing the shop to precisely measure the number of ad-attributed visits to the physical location.
The Detailed Results:
The campaign successfully drove massive real-world impact. The shop recorded a 60% rise in foot traffic during the target afternoon slump hours. The measurable ROI from the tracked coupons proved that the digital spend directly resulted in increased in-store sales and maximized the utilization of fixed resources (seating and staff).
