JB’S POWER CENTRE

ABSTRACT:

JB’s Power Centre has used traditional paper flyers as a core marketing medium for decades. Recently, JB’s has seen success from its usage of Carto Media’s services in general awareness campaigns and chose to test using Carto’s services to distribute its flyers digitally. The digital flyer campaign saw strong success with an overall click-through rate (CTR) of 0.93% across the channels used: Facebook and Hyper. The campaign allowed JB’s to gain valuable insight into profiles of those most interested in reading its flyer and to save on distribution costs in addition to reducing spillage due to the increased precision compared to paper flyers.

BACKGROUND:

Carto Media is a digital marketing strategy company focused on Hyper-Targeting capabilities, ensuring clients the most cost-effective and efficient way to connect with their consumers. Carto assisted JB’s Power Centre with general online advertising, event and sale-focused marketing, in addition to the distribution of digital flyers. For the distribution of the digital flyers, the goal was to find a new way to have customers interact with the flyer and testing a way to move from traditional paper flyers, which offer little data, no reporting and operate at a higher unit cost. CLIENT: JB’s Power Centre has served Alberta for 50 years, specializing in the automotive aftermarket with performance parts, electronics and accessories. Its target audience is males, aged 25 – 65, living in the greater Edmonton area who are automotive savvy. These individuals tend to also be sport fans and have interests in science and technology.

OBJECTIVE:

JB’s Power Centre has used traditional paper flyers as part of the marketing mix for decades, and as print media continues to decrease in popularity and circulation, JB’s wanted a new method of distributing its flyer to customers. In December 2016, JB’s had run monthly online flyers for a few months and seen success, and now wanted to increase the number of flyers distributed. For the holiday season, JB’s wanted to test using only digital flyers, completely removing traditional paper flyers, running two new flyers in December. One flyer ran early in the month, and the second ran during the week of Boxing Day

METHODOLOGY:

Hyper-Targeting Carto’s ads use demographic and geographic filters to only show advertisements to the target audience profile that the client has developed. These advertisements were shown on mobile, tablet and desktop devices. For the flyer campaign specifically, Carto used demographic filters to target JB’s customers and limited the geographic range to the greater Edmonton area. Facebook Similar to the Hyper-Targeting campaign, the flyer campaign on Facebook targeted individuals living in the Edmonton area, with an additional filter on consumers who have interests in automotive pages on Facebook.

RESULTS:

The flyer campaign was very successful. Due to the stark contrast of previous holiday seasons with paper flyers, JB’s was able to note the increased effectiveness of the digital flyer, while also benefiting from the decreased cost. With an overall average CTR of 0.93% over the two weeks, the campaign was very effective. Both mobile and Facebook rates were higher than those of untargeted campaigns of a similar nature. This campaign was able to meet both goals of increasing cost-effective distribution of the flyer while gaining general awareness of the flyer and JB’s product offerings. Despite decreased annual sales to date, the boxing-day sale was their most successful yet. Comparing the digital flyer to physical flyers sent out previously by JB’s, our campaign proved to be more cost-efficient and effective, with the cost of a traditional flyer being 13.5 cents, distributing 38,000 to the Edmonton area, with estimates by JB’s management of 1/10 readership ratio for an estimated cost of $1.35 per read. For both of our flyers, our CPI (cost per individual) was $0.03, with over 160,000 individuals reached with each flyer. It is important to note that individuals are unique devices that have advertisements shown to them, ensuring that each would be a unique read of the flyer. As noted, a paper flyer with the current distribution abilities, would cost over $5,000 for an estimated only 3,800 flyer views, marketing

only for one Edmonton store. During our campaign, with the same budget, we were able to distribute flyers for all 3 stores. The figure below shows that Carto was able to provide comparable views (clicks) for a much smaller budget, only charging JB’s for the guaranteed views. As well, the 3,800 views for the print flyer is purely an estimation, whereas the digital flyer can fully attribute reach to 3,575 and 5,083 people for each flyer respectively. Finally, due to the expedited ability of the digital campaign, JB’s was able to release more versions of the flyer than possible with the traditional flyer and noted that there is now a greater awareness of the flyer as a promotional material due to the increased variance and reach.

Figure 1: Data from Flyer Campaign

Moving forward, as JB’s continues its flyer campaign, Carto will continue to optimize it. As a result, JB’s is now exploring a transition to digital-only flyer distribution.

CONCLUSION:

Both Carto and JB’s Power Centre were very satisfied with the digital flyer campaign, as Carto was able to provide proof for a digital medium comparable to a traditional channel, allowing JB’s Power Centre to effectively and cost-efficiently distribute its holiday flyers. This campaign will allow for future success through the usage of data collected, bettering the distribution of the flyer and further increasing customer engagement.