After an investigation into the individual markets and relevant mediums, A3 Media identified subscription-based apps, Pandora and HULU, as the best delivery platforms to accomplish the goals for the brand. Each outlet provided ample impressions on the most geo-targeted local market levels around all participating locations and were selected for their ability to reach the 21-54 audience.
The marketing plan, which would take place in nine markets within three states, included delivery of “branded ads” through Pandora and Hulu followed by an immediate “feature ad” for the local venue. The ads would be delivered multiple times to the targeted audience during a thirty-day period.
A3 Media would also incorporate a proprietary software, called M3, which would enable the campaign’s effectiveness to be tracked at every point from ad delivery to the point of sale and gather consumer’s locations and mobile numbers for each individual retail participant.
Each participating retail account would offer a “featured product and price” with no media running for thirty days. This would establish a baseline for the “Test Market” campaign. The next thirty days the media campaign would begin, promoting the same “featured product and price” so the results could be measured accurately against the previous thirty days.