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Amy Boisvert

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CASE STUDY: HOOTERS AND WRAPIFY TEAM UP TO DRIVE MARCH MADNESS TRAFFIC

by Amy Boisvert May 23, 2023
written by Amy Boisvert

Each spring, March Madness captivates sports enthusiasts with its thrilling college basketball action. With the Final Four held in Houston this year, Hooters, known for its combinations of sports, food, and entertainment, aimed to boost its presence among the many establishments competing to provide the ideal atmosphere for fans to enjoy the games.


Hooters’ Strategic Partnership with Wrapify


Recognizing the need to extend its brand presence to the heart of the action, Hooters strategically collaborated with Wrapify to integrate an out-of-home (OOH) layer into its marketing mix. This partnership aimed to reach audiences in locations that traditional media channels couldn’t easily penetrate.

Hooter's March Madness Wrapify Vehicle

Impressive Results

During a four-week period, Wrapify’s fleet of rideshare advertising vehicles effectively utilized Wrapify SWARM hours to strategically travel across the Houston area. This approach resulted in a remarkable total of 34,847,589 impressions, surpassing the estimated amount by seven times. The campaign achieved a noteworthy reach and impact with an estimated effective cost per thousand impressions (CPM) of approximately  $1.

Driver Routes and Heat Maps

By employing intelligent driver routes, Wrapify ensured optimal exposure to the target audience. The campaign’s success can be attributed to Wrapify’s ability to strategically position their vehicles, leading to an extensive network of impressions throughout Houston. Driver routes and heat maps further showcased the campaign’s comprehensive coverage, reaching a diverse range of viewers.

Hooters Wrapify Driver Routes
Driver Routes
Hooters Wrapify Heat Map
Heat Maps

Measurement of Impact

In addition to delivering impressive impressions and CPM rates, Wrapify partnered with Reveal Mobile to measure the campaign’s impact on foot traffic to 12 Hooters locations in the Houston area. By combining data from the Wrapify Driver App’s Waypoint logs with location information from opted-in mobile devices, Reveal Mobile analyzed a sample of unique Mobile Ad IDs (MAIDs) within a viewable distance (~50ft) of Wrapify vehicles. The data revealed an overall positive and statistically significant Net Lift, with Wrapify-exposed individuals being 51% (or 1.5x) more likely to visit a Hooters location compared to the control group.

 

The Power of Rideshare Vehicle Advertising

This successful partnership between Wrapify and Hooters exemplifies the effectiveness of incorporating rideshare vehicle advertising into an OOH marketing strategy. By seamlessly integrating with Wrapify’s platform, Hooters maximized its brand exposure, outshining competitors and attracting March Madness fans to their ultimate viewing destination.

May 23, 2023 0 comment
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Ad AgenciesCase StudiesFoot-Traffic

WRAPIFY BOOSTS TRULIEVE DISPENSARY TRAFFIC ON GAME DAY

by Amy Boisvert April 20, 2023
written by Amy Boisvert

Despite the thriving cannabis industry, advertising and promoting cannabis products remain challenging for sellers.Traditional mediums are out for cannabis companies. No television or radio advertising. Although some restrictions are gradually easing (such as Twitter’s recent announcement of allowing paid cannabis ads on the platform in states where it is legal) and digital advertising networks exclusively catering to cannabis are available, their reach is still largely restricted by publishers who accept their ads.


This is where Out-of-Home (OOH) advertising has stepped up in a big way to fill the gap left by other advertising mediums.

Wrapify-Case-Study-Trulieve-V3-1

GOALS:
In an effort to enhance brand awareness and stimulate more foot traffic to multiple Trulieve dispensaries in the Phoenix area, ZMA Cannabis Marketing and Wilkins Media teams partnered with Wrapify to create a campaign that could leverage the heightened exposure during the events surrounding the 2023 Super Bowl.

  • Drive measurable foot traffic into 4 Phoenix area dispensaries

  • Utilize Wrapify SWARMs to hyper-target key events surrounding the 2023 Super Bowl.

  • Promote both Trulieve dispensaries and their popular cannabis brand Verano, which is a top vertically integrated, multi-state cannabis operator in the U.S. committed to enhancing community wellness by offering regulated cannabis products through responsible access.

DSC08801-retouched

METHODOLOGY:
15 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify over a 4 week period surrounding the 2023 Super Bowl in a campaign zone covering the Phoenix area. 

Wrapify partners with Reveal Mobile to collect data on the audience and impressions generated by the vehicles while they are on the road, using the “DMOOH Exposure Methodology Standardization Guidelines and Best Practices” developed jointly by OAAA, Wrapify, and Reveal Mobile. The resulting audience data was compared with a control group to calculate the net lift.

RESULTS:

  • The campaign estimated 18,903,000 in campaign zone impressions. This brings the effective CPM to $1.17.

  • The campaign Hot Spot focused around your core demographic and netted 1,909,454 impressions in that zone.

  • The Exposed (Test) Audience was three times (3X) more likely to visit one of the Trulieve locations than the Unexposed (Control) Audience.

ZMA Cannabis Marketing, Wilkins Media, and Wrapify teamed up to deliver remarkable outcomes for Trulieve dispensaries. This collaboration underscores the potential of OOH advertising in enabling cannabis companies to effectively reach their target audiences and achieve their marketing goals

April 20, 2023 0 comment
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Online AttributionOOH Advertising

Introduce Relevancy to Your Tax Preparation Marketing Ideas

by Amy Boisvert December 15, 2022
written by Amy Boisvert

As a tax specialist, you know how important it is to communicate the value of your services and encourage potential clients to choose you for their tax-related needs. As we enter the new year, now is the perfect time to understand your customer’s needs and start implementing your tax preparation marketing ideas.  

With a recession looming, millions of Americans need help understanding the tax preparation process to ensure they receive the biggest refund possible — and you’re in a unique position to offer that assistance.

As an expert in your field, it’s up to you to communicate the value you offer when it comes to helping them with their taxes. Need some ideas to help get you started? Read on to learn more.

Why Start Marketing Early?

Advertising your tax services early will give you an edge in getting tax preparation business. Closing out the calendar year can be stressful for many Americans, especially those who have been through a huge shift in the past year (and who hasn’t!?).

So beginning your advertising efforts early is even more critical – being top of mind when potential customers are just beginning to think about their taxes means they will likely seek your guidance first.

Additionally, the extra time allows you to implement tax preparation marketing ideas that allow time for effective execution. In this competitive environment, giving yourself the most decisive competitive advantage should be top of mind.

Starting early and reaching out with tailored messages gives you visibility among those who will soon be looking for professional help in completing their taxes, ensuring you get recognition and maximizing results from your marketing efforts.

What Will Grab Tax Payer’s Attention?

Taxpayers are often overwhelmed by the sheer amount of information they need to process and understand when filing their taxes. While in previous years they may have taken shortcuts to avoid complexities, this year the focus will be getting the most out of their refund, no matter how many more steps that may take. To gain their attention, you must advise taxpayers on what will get them the biggest refund, and how you are uniquely positioned to help them do just that. 

1. Talk About New Tax Complications

Tax laws are constantly changing, and tax season can be incredibly confusing. Address new complications taxpayers might experience this year and offer advice on navigating them. Explain any changes in the tax law, as well as what actions individuals should take if they believe they have been incorrectly charged. 

If a particular type of deduction or credit is available, offer advice on how to claim it. Showcase your expertise by providing helpful tips and examples of what deductions or credits may be available for specific individuals or households. By giving taxpayers accurate information, you’ll build trust and gain the attention of potential customers. 

2. Address Student Loan Defers and Forbearances

Taxpayers with student loan debt will be particularly interested in how the current administration’s policies affect their situation. One of these policies addresses student loan deferrals and forbearances, which have become increasingly important as many people struggle to make loan payments during the COVID-19 pandemic. 

The Biden Administration has proposed simplifying the process for enrolling in forbearance or deferral, extending loan payments of up to one year without an additional fee, and providing more options for student loan debt forgiveness. Taxpayers with student loans should pay close attention to these changes as they could significantly reduce their overall loan burden. 

Taxpayers should also take advantage of any tax deductions related to student loan interest. The Biden Administration may also consider increasing the amount of student loan debt eligible for forgiveness in some circumstances, which could provide further relief to those struggling with their loans. 

3. Rebate for Remote Workers

A rebate for remote workers is an attractive prospect for taxpayers who have had to adjust their working conditions due to the pandemic. The government could offer a tax break to those working from home to save money on energy bills and other expenses that come with setting up a new workspace. 

This would be especially beneficial to those living in rural areas, where they may have limited access to high-speed internet and other amenities. This could also incentivize employers to continue or increase their remote workforce. It would provide employees with additional savings to help compensate for the losses incurred due to the pandemic. 

This rebate would be especially beneficial now as many people are struggling to make ends meet due to the economic downturn caused by the pandemic. Tax rebates could ease some of the financial burdens on taxpayers and encourage people to continue working from home, which has many benefits for employers and employees. 

How Should You Implement Your Tax Preparation Marketing Ideas?

This may seem obvious, but when advertising your tax preparation services, the most important element will be your brand name. Brand awareness is difficult to achieve if you’re a small fish in a big pond, but truly the only way to ensure you’re grabbing your audience’s attention. To avoid the potentially high costs of brand awareness, tailor your audience. Instead of trying to “boil the ocean”, so to speak, concentrate on the geographics and demographics of your target customer to create campaigns that reach the right people at the right time. 

An omnichannel approach will help you reach a wide range of potential customers and ensure that people are exposed to your brand message. Start by making a splash with an out-of-home campaign, targeting neighborhoods and hot spots where you know your target audience frequents, and then use the audience exposed to that ad to retarget on CTV, online native ads, social media, and other platforms. 

Having a presence across multiple channels can create brand recognition and increase awareness of your tax services. Additionally, cross-channel campaigns can help you track and measure the success of your efforts, allowing you to adjust your marketing strategy if needed. 

With an omnichannel approach to advertising, you’ll be able to increase brand awareness and make sure that people are aware of who you are and what kind of tax services you offer. 

We Can Take Your Tax Services to Another Level!

Wrapify can get your brand on the streets and noticed more highly than any other ad on the road.  Contact us today to learn more about how you can use Wrapify to advertise your tax services. 

December 15, 2022 0 comment
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Ad AgenciesAd Industry NewsOOH Advertising

Spotify Wrapped or Wrapify Spotted?

by Amy Boisvert December 2, 2022
written by Amy Boisvert

Spotify isn’t the only one wrapping things up this year. If we could wrap up our 2022 campaigns into a few words, they would be – “spot on.”

That may seem bold, but we can back it up.

From Miami to San Francisco, and everywhere in between, Wrapify had ads on vehicles all across the US (2,283 to be exact)! #WrapifySpotted, like #SpotifyWrapped, recaptures all of our top moments from 2022…


SPOTTED: You’ve found the perfect health insurance for your growing family

Target customer acquired. Health insurance isn’t the only thing done right in this campaign. By identifying the specific neighborhoods and zip codes of growing families, Wrapify was able to bring this healthcare brand to the right place at the right time.

Aetna & CVS Health in Miami, FL

SPOTTED: Elevated advertising, indeed

Hmm, something is ironic about this picture. Do you see it? We’ll fill you in. 10 years ago, this advertisement for Amazon warehouse jobs in the Denver market would be on the side of the bus in the background. But now, their ads are flying off their standard routes and into places where residents walk, eat, run, and hang out.

Amazon Workforce Staffing in Denver, CO

SPOTTED: Football fan chooses their drink of choice

Ahhh yes, more “right place, right time” advertising. Coors Light has used this tactic for years. Get in front of fans at the big game, without spending the big sponsorship dollars. If we had to get inside this fan’s head, we assume he’s practicing his drink order at the Allegiant Stadium concessions stand.

MillerCoors in Las Vegas, NV

SPOTTED: More than a fan, a lifestyle

Sure, it’s easy to get a consumer to consume your brand once, but what brings them coming back? It’s more than just seeing your ad, it’s interacting with it, too. For Ballast Point Brewing Company, that’s exactly what they were able to achieve by SWARMing events and getting their fans involved. And there were so many great moments in this campaign, we just had to make a video out of them all! Check it out…

Ballast Point Brewing Company in Southern California

SPOTTED: Beach + Movies = The Perfect Summer

Ever tried to purchase a billboard at the beach? Well, for good reason (mainly beautification laws), there are limited advertising opportunities in public spaces by the coastline. But Paramount Pictures knew that if they wanted to drive more awareness about their brand during the summer in San Diego, CA, the beach is right where they needed to be. So they sent in Wrapify vehicles to circle the coastline and grab some attention during the summer months!

Paramount’s Paws of Fury in Los Angeles, CA

SPOTTED: Much better than a sponsored breakfast

Here’s something a little different. Did you know that B2B brands can benefit from outdoor advertising as well? While sponsorships for B2B conferences tend to be through the roof, do they tend to help you achieve your goals? If the answer is yes, great! Keep doing what you’re doing. But, if you’d like the attention of the CTO while they’re taking a break from the security conference, it might be time to think outside the sponsorship box…

Sentinel One in Miami, FL

THAT’S A WRAP!

Well, that concludes the first edition of #WrapifySpotted! We hope you had fun, and learned some things along the way. For more fun use cases and campaigns to try out, check out the Wrapify blog for a weekly update on outdoor advertising trends, success stories, and more!

Cheers to another great year on the road!

December 2, 2022 0 comment
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Case StudiesOOH Advertising

Case Study: SD Loyal Professional Soccer Club Utilizes Wrapify to Ramp Up Ticket Sales

by Amy Boisvert November 21, 2022
written by Amy Boisvert

INTRO

SD Loyal, a professional American Soccer Club founded in 2019 in San Diego, California had the goal of ramping up ticket sales for their 2022 season.

 

Prefer to see this case study in PDF form?

See Case Study

GOOOOOOOOOOAAAAAALS

Overall, SD Loyal aimed to:

  • Increase ticket sales
  • Target a new, prospective fanbase
  • Showcase the club’s rich San Diegan culture to a new fanbase

   

CAMPAIGN SNAPSHOT

 

To make an even bigger impact, SD Loyal leveraged SWARM. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

 

RESULTS

Along with increased brand awareness for the SD Loyal club, the marketing team was also impressed to see positive performance:

   

10%+   net lift in ticket sales from the exposed audience

 

This was a campaign you had to SEE to BELIEVE:

 

Learn More at wrapify.com/brands

 

Also check out our 2022 media kit!

Wrapify Media Kit



November 21, 2022 0 comment
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Digital MarketingOOH Advertising

Is OOH a more brand-safe advertising channel?

by Amy Boisvert November 15, 2022
written by Amy Boisvert

Social media is having a moment…and not all in a positive light 😬 It’s been a volatile time for social platforms due to a variety of reasons, including rises of misinformation, personal data collection, and most recently, the drama surrounding Elon Musk’s takeover of Twitter. The blue bird (and corresponding checkmark) has suddenly taken on a different identity.

It’s safe to say that big brands took notice of these changes and started seeking more brand-safe advertising channels for growth. And it’s no coincidence that as the performance of digital ads took a dive, brands started shifting to out-of-home (OOH) as a practical advertising approach.

In Brand-Safe Advertising, Quality Matters

With digital marketing, there is little a brand or marketer can do to improve a brand-safe advertising environment. Since the medium is the message, the medium on which the advertising message appears affects the message.

The unsafe online environment is affecting people and brands more than ever. A report published by the UK-based Reuters Institute revealed worrying fatigue in news and other media consumption on the Internet. The study of over 93,000 respondents in over 46 markets globally concluded that more than half of people who consume content on TV, online news, messaging apps, social media, and search engines had lost faith in content-driven media and brands that advertise on them.

The same study found that more than 80% of consumers said they tend to trust brands that ‘do what is right’ and ‘associate with other brands that do good.’ Consumers prefer to buy from brands with whom they share values, particularly those that help tackle challenges society faces.

Advertising online and in digital media exposes brands to risks of appearing next to fake, inappropriate, or negative content. This magnifies their vulnerability to being associated with toxic brands and content, which could hurt their brand.

Presently, the only way for a brand or marketer to keep its message safe from the effects of unhealthy advertising is to pass its message in a safe environment.

The Future of Advertising is Purposeful Ads

Most media platforms are powered by advertising. As the tastes of advertisers and consumers evolve, purpose-driven media is emerging as the future of advertising. This form of marketing aims to build a deep rapport with consumers. Purposeful advertising appeals to the understanding of the target market and reveals how it will benefit in the long run.

For consumers, purpose-driven marketing is more appealing because it relies less on the frequency of exposure to the message and more on its relevance. As individuals and society at large grow, advertising is becoming less about control and more about promoting diversity, equity, and inclusion. Consumers will lend an ear to a brand they know cares about education, the environment, security, and privacy.

The most notable form of advertising that relies on purposeful ads is OOH advertising. These include traditional advertising outside the consumer’s home, from billboards to vehicle wrappers and everything in between. Some of the top benefits of OOH advertising are that it is not intrusive. The advertising message is location-based, and it is highly effective in instigating consumer engagement.

Big brands that have traditionally relied on content-driven media to advertise gradually realize the benefits of OOH advertising. The main driving force for the shift is the realization that in a world of digital advertising. Brand safety issues are a matter of ‘when’ and not ‘if.’

Every brand should strive to protect its name in a rapidly evolving digital landscape. However, as this demands constant foresight, delicate planning, and collaboration, it is proving to be more costly than ever. Every advertiser must now remain diligent on the platform their message appears. It’s the only way to quickly mitigate the impact on their brand when negatively-purposed messages threaten to besmirch their name.

The Importance of Proactivity in Brand Safety

The platform a brand uses to pass its message, the content the ads are placed next to, and the context of the message affect its truth and identity. A brand that cares about its values and does all it can to align its message accordingly must be proactive in ensuring its brand safety.

As an advertising message is a part of a marketing ecosystem, the platform it appears on must resonate with the target market. OOH advertising targets consumers in their right places with a meaningful and purposeful message. The advertisement can be carefully designed and worded to have a meaningful impact on both the consumers and the advertiser in a reassuring and memorable way. With OOH, the message can be big and bold or small and subtle, but it is intentional.

Hear from DPAA CEO about how OOH advertising ensures brand safety

OOH is a brand-safe and effective approach to modern advertising. In an age of internet turmoil and elevated risks of digital advertising, OOH brings a renewed sense of joy for consumers tired of intrusive ads. Media fatigue is a real problem, and advertising outdoors is a sure way to reassure the target market that a brand cares about them. No brand can afford to underestimate the impact of sharing a message offline and outdoors today.

Next Steps

More brands are already cutting their digital ad budgets and pulling ads from online platforms. This happens mostly after their messages appear in undesirable contexts, often hurting their brand name.

Forward-looking brands stay ahead of the damage by proactively investing in location-based and brand-safe advertisements such as OOH. This is because OOH is safe and real advertising with proven results.

If your brand is not doing this already, do not wait until your brand takes a hit. Visit wrapify.com now to discover how you can promote your brand’s safety with OOH advertising.

November 15, 2022 0 comment
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