Anatomy Of a Successful Campaign

What does a successful Internet campaign look like?

Performics announced last week that their recent campaign for Cabela's has been awarded the "Best Performance Marketing Campaign" for the 2009 ad:tech awards.

Performics' campaign, "Online Traffic Makes Instore Buyers," used online coupons through paid search to drive offline traffic to Cabela's retail locations across the country. The results? Ten percent of all consumers who clicked retrieved a coupon, and 40 percent of the coupons distributed were redeemed at a retail location.

"Cabela's continually generates robust sales through their aggressive online marketing efforts, and their willingness to try new things has helped them stay ahead of competitors," said Nick Beil, CEO of Performics. "Our account team worked closely with Cabela's to achieve some great results. We exceeded the campaign's coupon retrieval goal by 233 percent, and the 40 percent coupon redemption rate significantly outperformed the campaign's goal of 15 percent."

As part of the campaign, Performics built online promotional campaigns for each store and focused on keywords for Cabela's brand. Geo-targeted strategies were also put into place for locations within a 200-mile radius of each store, and copy specialists developed ad copy that offered in-store coupons to the local audiences. The coupon could only be redeemed at one of the store locations, and relevant landing pages were used to guide consumers through the coupon retrieval process. 

"Performics has been a solid marketing partner for Cabela's by demonstrating cutting edge paid search expertise," said Derek Fortna, Internet marketing manager for Cabela's. "They continually present new opportunities to boost the efficiency and effectiveness of our marketing initiatives. Their proven online experience helped successfully drive our offline business and push traffic to our retail stores."