At first glance, this article about Papa John’s recent online ad campaign suggests that web advertising kicks the butt of everything else:
Papa John’s launched a one-day Web campaign with a display ad on Google last Friday that resulted in online weekend sales that were up between 15% and 20% over a typical weekend, the pizza giant says. Mobile orders also rose.
The ads ran on MySpace, NHL.com, menupages.com and other entertainment, food, news, sports and game sites promoting a free medium-size cheese pizza to anyone registering to receive Papa John’s emails.
As an internet marketer I’m all for any research that reinforces the notion that web advertising results in better ROI than other types of marketing campaigns.
Then I stepped back and gave this some thought.
Was it the online ads that were a success or the free pizza? What if Papa John’s had offered free pizza in its TV ads. Would we have seen an even better result?
Heck, if my clients would let me give something away for free, I’d bring them an ROI that would make me look like a genius!
PS. Papa John’s pizza rocks, and I’m not just saying that ‘cos my Wolfpack is heading for the Papa John’s Bowl. OK, maybe a little.