Case Study: Introducing New Markets to A Unique Shopping Experience Through Targeted Media Buys
ALDI was poised for significant growth, yet was concerned it was not reaching enough new shoppers, as same-store sales in mature markets were lagging. Weekly print circulars were still being used as its sole marketing medium, which research supports is primarily effective in reaching a store’s own shoppers, but has less value against converting other stores’ customers. However, ALDI’s available advertising spending was limited for expensive broadcast options.
Goals included: develop and execute an affordable media test in key markets that could produce quantifiable results and energize the organization.