The Good Feet Store
case study
Markets
San Francisco, Seattle, Las Vegas, Houston,
San Antonio, Austin, Honolulu, Chicago, Dayton, Cincinnati, LaCrosse, Rockford, Amarillo
Tactics
Linear TV, Terrestrial Endorsement Radio, CTV/OTT, SEM, Meta, TikTok, CRM Integration
The Client
For decades, The Good Feet Store franchisees have relied purely on heavy local linear television, 30-minute informercials and terrestrial radio buys to drive their business. When Happy Hour Media was onboarded, we instituted a tracking mechanism to provide attribution and help us understand what media was driving results. We also launched local digital campaigns to capture the entire marketing funnel. We’ve been able to prove concept with digital advertising and drive better efficiency from traditional TV and radio. Each month and quarter, we use CRM data to evaluate where our efficiencies lie in each market and optimize the media plan accordingly. Our franchisee partners have a much better handle on what portion of their media plans are driving their success.
Happy Hour Media has become a valuable asset to Good Feet Store franchisees. Our agency now helps several franchisees and collaborates with the franchisor on how to improve results from marketing. Our full-funnel media plans have bucked the trend of one-dimensional linear TV campaigns to drive store traffic.
HHM’s franchisee partners appreciate our attention to data, attribution and reporting. This has traditionally been a sore subject throughout the Good Feet Store ecosystem. We hold ourselves accountable to market-specific cost-per-opportunity, gross revenue, and ROAS goals each month. We are also able to report on top-performing tactics with recommended amendments to the media plan based on performance.
The Challenge
Reduce the cost per opportunity at The Good Feet Store’s numerous retail locations. Drive quality customers to retail, and online scheduled appointments with arch support specialists.
Background
The Good Feet Store is America’s Arch Support Experts. Their arch support specialists improve the quality of people’s lives – two feet at a time by personalized fittings of their arch support system. They compete with one-size fits all insoles and custom orthotics created by podiatrists. They are a franchise model business in which franchisees own individual or multiple market DMA’s. All marketing is executed at the individual market level without any national media support.
The Results
The Good Feet Store relies heavily on constant retail traffic. Our media team has been able to effectively drive down the cost per visit in each market by gaining massive efficiencies in traditional media buys and continuing to scale digital ad campaigns. We play an integral role in the success of their franchisees.”
– Jeff Tindall, VP of Strategic partnerships
