Adrian J Cotterill, Editor-in-Chief
Mr. Charlie’s Chicken Fingers, a local Utah restaurant owned by Paul Willey that serves southern comfort food and fried chicken, started in 2019.
It quickly gained acclaim with locals, being voted first place as Utah’s Best New Chicken Item and second place as Best New Restaurant in City Weekly’s Best of Utah poll.
Paul opened a second location in the summer of 2021. He used Instagram influencers, social media, and print coupons in mail ads to advertise his original site successfully. Still, He recognized the need to supercharge his marketing for a second location. Paul decided to go exclusively with billboards; this exclusivity would allow him to track sales and attribute revenue growth directly to this campaign. To orchestrate this campaign, he chose to work with Blip Billboards.
Using the Blip self-serve marketplace, Mr. Charlie’s was soon on two digital billboards for each location, near the exits off I-15. These prominent locations were picked to drive traffic to the restaurants while creating awareness amongst locals and Salt Lake City residents to increase in-store sales. The first result that Paul noticed was that Blip’s free design services that come with a subscription saved him a fortune on creating art files. But cost savings was just the beginning.
The campaign launched by Blip and Mr. Charlie’s lasted for four months, with a budget of USD 9,000. Mr. Charlie’s garnered over three million impressions for that budget or 61 impressions per ad occurrence.
The latest month of data is the most impressive: a USD 20,000 increase in revenue directly from the campaign, roughly evenly split between the two locations, at the cost of less than USD 3,000 (under USD 100 ad budget per day). This marked a 13% month-over-month increase in sales for the original location and an 11% increase for the new location. Meanwhile, the restaurant received a 22% increase in website traffic and a 57% increase in phone calls.
Paul Willey said “Working with Blip has given Mr. Charlie’s the momentum to get our new location on the map while accelerating growth for our original location. I’m thrilled with these numbers and am excited to see where our partnership with Blip takes us in the future.”
Mr. Charlie’s Chicken Fingers is an excellent example of the kinds of results. Blip has been helping small businesses all over the country get—companies that wouldn’t normally consider outdoor. Blip’s platform makes running digital outdoor campaigns as easy as running a Facebook ad campaign. This ease and the results we deliver drive demand for the media owners we represent, creating a win-win-win situation for all parties involved.
Follow DailyDOOH