SANIBEL outlets
ADVERTISING | ANALYTICS
Sanibel Outlets, an outdoor outlet mall in Florida, faced declining sales, foot traffic, and tenant occupancy. Past traditional advertising efforts were difficult or impossible to track, and relied heavily on inaccurate shopper feedback.
TASK
Develop a new approach to advertising that complements existing ads and incorporates new digital technology to boost sales and traffic.
ACTION
New digital campaigns were added to the existing traditional advertising mix, along with new branding and calls-to-action. Digital campaigns allowed for precise targeting of crucial audiences while automatically optimizing ad spend towards the best performance ads and audiences. Programmatic digital allowed for weather-triggered ads shown to potential shoppers in the area on cloudy, rainy days – reaching in-market consumers looking for alternate activities during bad weather.
Digital campaigns also allowed for more flexibility than traditional media. When red tide devastated tourism in Sanibel Island and the surrounding area, a key shopping demographic was no longer in the market. With hotels and resorts at 80% cancellation, the focus of the digital campaigns was shifted from tourists to local shoppers in popular residential communities.
RESULTS
As a result of adding digital ads to the advertising mix:
Our team at Strategy + Style won the 2019 ICSC MAXI Gold Award for Digital Marketing. (ICSC)
Offline attribution analytics showed the campaign attracted an additional 65,454 shoppers and generated nearly $4 million in sales. (ICSC)
Display ads performed at 3x clickthrough benchmark, 0.24% CTR against 0.08% CTR.
