CHALLENGE

TCC, Verizon’s largest independent mobile phone retailer, needed to break through in a volatile and very competitive market. The goal: measurable reach and effectiveness of a campaign that could be directly tied to improved store traffic, customer experience and ROI.

APPROACH

Proximity targeting of TCC locations became the strategic foundation of an integrated, primarily digital solution. Exploring and targeting specific consumer segments delivered simple, compelling value messaging more efficiently than traditional media.

OUTCOME

An exponential increase in customer engagement, verified door swings and ROI set the stage for a successful relationship that continues to grow as we evolve targeted customer acquisition, retention strategies and unique messaging to support them.

RESULTS

1

VERIFIED DOOR-SWINGS

35

incremental lift

76

decrease cost per visit

We’re Talking
Thoughtful,
Data-Informed
Integrated
Solutions.

TCC support image showing locations on a map.

INSIGHT

TCC had been relying on traditional media channels to deliver a story that was very similar to their competitors. This was the premise we tested against in looking more closely at market segments, the regions we were serving and, most importantly, how we were influencing engagement there. Building upon what we learn from existing strategies, we refine our focus and approach. We continually measure results and adjust both the media strategy and the messaging, accordingly.

SOLUTION

Our media, account, strategy and creative teams collaborated on an approach to efficiently find, reach and influence TCC’s various audiences. We built a custom advertising layer to deploy proximity targeting around all TCC locations, testing a variety of perimeter distances to find the optimal return. In addition, we worked to drive traffic to those stores with a series of targeted strategies and messages that were carefully crafted and curated based on how they influenced traffic as well as, ultimately, sales.

TCC support image showing a Verizon TCC sign rising above other sale signs.

SOLUTION

Our media, account, strategy and creative teams collaborated on an approach to efficiently find, reach and influence TCC’s various audiences. We built a custom advertising layer to deploy proximity targeting around all TCC locations, testing a variety of perimeter distances to find the optimal return. In addition, we worked to drive traffic to those stores with a series of targeted strategies and messages that were carefully crafted and curated based on how they influenced traffic as well as, ultimately, sales.

The Basement is able to provide a truly integrated perspective for us as we work to activate our brand in a highly competitive and cluttered marketplace. They were able to embrace all of the challenges we face as the nation’s largest Verizon Wireless authorized retailer and they’ve delivered for us since day one with the kind of thinking that reflects in-store, online and on the bottom line.”

– Jason Buck, Vice President of Marketing at TCC

Integrated campaign driven by a targeted media strategy launches a successful campaign and a growing partnership.

mid image

Fully integrated campaign driven by targeted media and social strategies.

Branding
Simple, targeted, compelling messaging
Media planning and buying
Social strategy and implementation
Digital display advertising
Mobile advertising
Site integration
Rich media
Integrated in-store display