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Raytron Inc., the largest Fantastic Sams franchisee, and Dessange International, the global company that owns the Fantastic Sams brand, had both used digital media in the past. However, they only tracked their campaigns’ performance through soft metrics; Cost per click, Click-through Rate, and others.
They partnered with McKay Advertising + Activation to deploy a multi-touch attribution solution that could be tracked at store level, versus more standard digital solutions via Google, Facebook/Instagram, OTT/CTV, which cannot be equally localized or connected for in-store attribution. Fantastic Sams is a great example of how understanding specific commercial objectives and tying strategic digital marketing to achieving them can be transformative for a business; the change from their previous model paid off─ small improvements, big results!