CHEESEBOY  CASE  STUDY  Cheeseboy Turns to PaperG to Power Local Display Ads

AD  CAMPAIGN  –  GOING  LOCAL    

Popular  Northeast  restaurant  chain  Cheeseboy  wanted  to  promote  its  2nd  annual  “Free  Grilled  Cheese  Day”  event  to  aIract  new  customers.    

o $1,000  dedicated  to  PaperG  

o   Six  stores  /  food  court  loca8ons  

o   Low  search  query  volume  

o   Never  tried  banner  adver8sing  

AD  CAMPAIGN  –  GETTING  LOCAL  

West  Nyack,  NY  

On  a  Kght  digital  budget,  Cheeseboy  turned  to  PaperG  for  a  cost-­‐efficient  soluKon  that  would  effecKvely  reach  its  target  audiences  in  each  of  the  markets  the  company  is  located  in.    

Providence,  RI  

Boston,  MA  

Na8ck,  MA  

Braintree,  MA  

West  Nyack,  NY  

Milford,  CT  

THE  RESULTS  –  TARGETING  LOCAL  

Via  PaperG’s  PlaceLocal  ad  plaVorm,  Cheeseboy  created  mulKple  ad  campaigns  localized  for  customers  in  a  15-­‐mile  radius  of  each  locaKon.  

Providence,  RI  

Boston,  MA  

Braintree,  MA  

THE  RESULTS  -­‐  REACHING  LOCAL  

The  overall  adverKsing  budget  was  split  between  radio,  Facebook  and  online  display,  and  Cheeseboy  dedicated  7%  to  local  online  display  adverKsing.  Out  of  the  total  number  of  signups  for  the  event  from  paid  adverKsing,  30%  can  be  aIributed  to  zip  code  targeted  online  display  ads  powered  by  PaperG's  PlaceLocal  plaVorm.  Not  only  that,  tens  of  thousands  of  customers  are  now  aware  of  the  Cheeseboy  brand.  

o   700,000+  ad  impressions  

o   768  qualified  clicks  

o   $1.30  cost-­‐per-­‐click  

o   5655  people  showed  up  at  stores  

o ~$2.00,  on  average,  were  spent  by  each  customer  on  extras  during  the  event  

ONLINE  DISPLAY  -­‐>  LOCAL  ONLINE  DISPLAY  

Local  online  display  can  reach  a  more  targeted  audience  at  a  lower  cost,  especially  for  demand  generaKon.  

Radio ~$4.50 CPM

Direct Mail ~$350 CPM

~$1.50 CPM

Delivery Cost

Based on USPS estimates

Based on eMarketer estimates

CHEESEBOY  AND  PAPERG  

"Leading  up  to  the  Free  Grilled  Cheese  day  event  we  were  in  need  of  a  fresh  and  cost  effec8ve  solu8on  that  would  help  us  reach  customers  on  the  local  level.  While  search  ads  were  an  op8on,  they  weren't  a  reliable  and  efficient  way  to  connect  with  customers  who  were  unaware  of  the  event  -­‐-­‐  local  display  ads  were”    

 -­‐  Jeremy  Mar)n,  Head  of  Procurement    

"Even  with  a  limited  budget,  we  were  able  to  use  PaperG's  PlaceLocal  pla_orm  to  target  customers  and  provide  a  personalized  experience  for  audiences  in  each  of  our  six  loca8ons.    We  are  very  pleased  with  the  results  and  we  plan  to  dedicate  a  larger  budget  to  online  display  with  PaperG  on  our  ad  campaigns  in  the  future.”  

 -­‐  Michael  Inwald,  CEO