Raise your profile, Advertise locally
See and hear: how a drive-to-store campaign raised a lot of awareness
Misenso
How to achieve relevant advertising: the glasses and hearing aid specialist Misenso raised awareness of its nearest specialty stores using highly regionalized advertising. The cross-media strategy, developed together with the Post Advertising team, increased the conversion rates of individual channels significantly, and the multiple contacts resulted in far more leads.
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Highly impressive results
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>1,500
coupons redeemed for glasses cleaning spray
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>250
appointments booked
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>130
discount vouchers redeemed
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60
hearing tests
Our approach
The goal was to raise the profile of the brand and service and to boost footfall at specialty stores. People within a ten-minute drive of the 23 specialty stores were defined as the target group here (six minutes' drive in the city of Geneva).
We supported Misenso across different channels and phases with the following measures:
Contacted multiple times in three phrases
At least 150,000 recipients were reached in two e-mail campaigns, which generated 1,600 clicks, with open rates of 21 percent (initial campaign) and 58 percent (reminder).
Postcards were then sent to 1,500 e-mail clickers to further increase the conversion rate as the media changed.
Unaddressed mailing via PromoPost
315,000 eye-catching PromoPost Tabs were delivered in the target area. These PromoPost consignments have a folded tab and are placed in the letter box in such a way that the tab hangs out. They are visible from far away, attract attention and raise the profile of the brand in question.
Increase uplift with digital out-of-home and display ads
Misenso was previously less well known in Romandie than in German-speaking Switzerland. With this in mind, the campaign aimed to show Misenso display ads and DOOH ads near specialty stores in French-speaking Switzerland. These additional measures meant the PromoPost Tabs generated a far higher response than a previous campaign that did not use these high-reach channels. This cross-media strategy generated a measurable increase in leads.
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Using a cross-media approach, we were able to significantly increase the channels’ conversion rates and reduce coverage wastage with regionalized advertising. This allowed us to generate more leads at lower costs.
Désirée Poffet, Head of Marketing and Member of the Executive Board at Misenso
Advertising materials
