Moe's Southwest Grill, known for its welcoming atmosphere and Tex-Mex cuisine, launched an innovative out-of-home (OOH) advertising campaign in Jacksonville and Tampa, Florida. This strategic move aimed to increase brand visibility and drive foot traffic to their locations in these competitive markets.
Campaign Highlights:
Strategic billboard placements in high-traffic areas
Proximity to Moe's locations and competitors; 1-mile radius or less
Focus on driving foot traffic and brand awareness
The Power of Location-Based OOH Advertising
By carefully selecting billboard locations near their restaurants and competitors, Moe's tapped into the proven effectiveness of directional OOH advertising. This approach offers several advantages:
Immediate Impact: Billboards placed near the point of purchase can influence spontaneous decision-making, especially for food choices.
Competitive Edge: Strategically positioned ads near competitors' locations can sway potential customers at a critical moment.
Brand Reinforcement: Repeated exposure to Moe's branding in relevant areas keeps the restaurant top-of-mind for local consumers.
The Effectiveness of OOH Advertising
A major takeaway from the findings in a recent Harris Poll study is the impressive consumer response to restaurant deals highlighted in Digital Out-of-Home (DOOH) ads. A remarkable 84% of consumers rated ads showcasing specials and deals at restaurants as useful, highlighting the impact these promotions can have on dining decisions and foot traffic.
Recent studies reveal the effectiveness of directional Digital Out-of-Home (DOOH) advertising:
30% of consumers recently noticed DOOH ads providing directions to businesses
51% of those who noticed directional DOOH ads visited the advertised business
93% of visitors who were influenced by directional DOOH ads made a purchase
Directional DOOH ads demonstrate strong potential for generating tangible business outcomes.
Leveraging DOOH for Restaurant Promotions
To capitalize on consumer interest, restaurants can:
Highlight Daily Specials: Use DOOH to showcase time-sensitive lunch or dinner specials.
Promote Happy Hour: Feature attractive happy hour deals to drive early evening traffic.
Showcase Seasonal Offerings: Advertise limited-time menu items or seasonal promotions.
Target Specific Audiences: Tailor deals to different demographics based on the location and timing of the DOOH ads.
Measuring Success
The effectiveness of a directional OOH campaign can be evaluated by tracking foot traffic increases to nearby locations and monitoring an uplift in sales during the campaign.
These metrics together help businesses assess the campaign’s success and return on investment.
In Summary
Moe's Southwest Grill's targeted out-of-home (OOH) campaign in Jacksonville and Tampa demonstrates a savvy approach to local marketing. By leveraging strategic billboard placements within a 1-mile radius of both their locations and competitors, Moe's has positioned itself to increase visibility and attract more customers in these competitive markets.
The campaign's effectiveness is further enhanced by featuring specific promotions that resonate with value-seeking customers. Billboards advertise "Kids Eat Free" on Tuesdays, where children enjoy a complimentary meal with the purchase of an adult entrée, and "Happy Hour" specials on Wednesdays. These targeted offers are designed to appeal to families and budget-conscious diners.
By combining strategic placement with compelling promotions, Moe's maximizes its visibility to potential customers who are already in the area and actively looking for dining options. This approach not only increases brand awareness but also provides immediate incentives for customers to choose Moe's over nearby competitors.
For businesses looking to boost their local presence and drive foot traffic, OOH advertising, particularly directional billboards, can be a powerful tool. As Moe's campaign showed, a well-planned OOH strategy can help brands stand out and influence consumer behavior in meaningful ways.
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