Getting Ahead Of Tailgates
The marketing team at Eckrich Meats—owned by Smithfield Foods—wanted to optimize its spend around its college football sponsorship and tailgating. Building a predictive marketing model on Keen’s solution showed the brand was overinvested during peak months of August to November and had room to profitably increase investment during non-peak months.
After reallocating budget accordingly Eckrich discovered that sales continued to be robust after the season ended, enabling the brand to sustain a more even sales volume year-round.
Turns out the seasonal marketing cycle did not mirror the seasonal sales cycle.