OPPORTUNITY
Expand a retail chain of firearm stores with indoor gun ranges from 17 locations to 42 in less than a five-year period with the primary goal of increasing store traffic and online sales.
STRATEGY APPROACH
Use local market and first party customer research to profile distinct target audiences. Evaluate local, state and regional media channels for cost-effective reach and frequency of the target audiences. Employ year-round a mix upper funnel awareness media (cable, radio and outdoor) and lower funnel direct response media (shared direct mail, search, YouTube and targeted digital display).
EXECUTION
Overall, local media outlets and geo-targeted digital ads provided the most cost-effective reach or impressions. The exceptions were print and digital ads bought in niche targeted media outlets such as the Texas Blues Police magazine and website in Texas. For radio buys, use the Traffic Radio Network of stations to deliver cost-effective impressions.
RESULTS
Outside of the Covid pandemic that closed stores and negatively affected traffic (online sales however surged), the client had higher traffic and sales (same- store) YOY while Fusion was its agency. Traffic to its website for same-store metrics also increased YOY.