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Store footfall campaigns · Marketing

Give people a reason to come this Saturday, then count who walked in.

Hyperlocal advertising decides which media sit inside a catchment. This page is what you do with them when the thing you need is people in the shop on named days.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Store footfall campaigns

In one paragraph

A store footfall campaign buys local media and builds a dated offer to get people through the door of one shop, showroom or branch in the weeks it runs. GullySales draws the catchment, takes a walk-in count before anything starts, and puts a redeemable code on every piece so the store can tell who came because of it.

The media are the easy part. The campaign is the reason to come, and it has to be dated and worth the trip. An exchange offer that ends on Sunday, a doctor in the store on Saturday morning, the new model on display from the fifth.

This is also one of the few offline campaigns you can actually count. The daily bill register, a tally at the door and a code on the leaflet tell you what the fortnight did. As long as somebody wrote the numbers down before it started.

Who it is for

This is written for you if these sound familiar.

  • Showrooms, clinics and branches whose buyers live or work within a fifteen-minute drive
  • A new store opening, or an old one that went quiet after a competitor opened nearby
  • Festival and season pushes where the offer has to bring people in on named days
  • Retail chains who want one campaign run in ten catchments and compared store by store
  • Owners spending on leaflets and boards every month with no idea whether any of it works

Not for

It is not the right fit if.

  • Businesses selling to companies, where a purchase manager has no reason to visit a shop
  • A store with a real problem at the door: no parking, rude staff, or shelves that are empty
  • Online-only sellers, because there is no door to count anybody through

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “We gave out ten thousand leaflets and nothing happened”

    A leaflet carrying a logo and an address is not an offer. With no date, no saving and nothing to hand back at the counter, there is nothing to act on and nothing to count.

  • “We cannot say whether the campaign did anything”

    Nobody counted walk-ins in the fortnight before it started. With no baseline, a good week and an ordinary week look identical on the bill register.

  • “The offer was on the board and the staff did not know it”

    The counter is where a footfall campaign is won or lost. Staff who cannot explain the offer send away the people you paid to bring in.

  • “We advertised across the whole city”

    Most people will not cross town for a shop like yours. Money spent outside the catchment buys attention from people who were never going to come.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. Catchment drawn in minutes, not kilometres

    How far your buyer will really travel, worked out from where your existing customers come from. Traffic makes four kilometres in one direction further than eight in another.

  2. The offer itself

    The dated reason to visit, priced so it is worth the trip and built so it can be redeemed at the counter and counted afterwards.

  3. Media inside the ring

    Apartment notice boards on the association secretary's written permission, the bus shelter on the approach road, the local edition insert, radius ads and your Google Business Profile.

  4. Baseline count before launch

    Walk-ins, bills and enquiries recorded for the weeks before the campaign, because nothing can be claimed afterwards without them.

  5. Redeemable code on every piece

    A coupon, a code or a number handed over at the counter, which is the one hard figure an offline campaign can produce.

  6. Counter briefing and a script

    What staff say when somebody walks in holding the leaflet, what they ask for, and who writes it down.

  7. Day-by-day tally through the campaign

    Footfall, redemptions and bills read daily rather than at the end, so a weak media line can be moved while budget is still left.

  8. Store-by-store comparison

    For a chain, the same campaign read across catchments, so the gap between two branches shows up as a store problem or a media problem.

How the result is measured

  • Walk-ins during the campaign against the baseline weeks
  • Codes and coupons redeemed at the counter
  • Bills per day and average bill value through the campaign
  • Cost per walk-in by media line
  • Repeat visits from campaign customers in the months after

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the store footfall campaigns work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Find out where your customers come from

    We take addresses or pin codes from recent bills and draw the catchment from what is there, rather than from a circle on a map.

  2. 2

    Write the offer

    The reason to visit is decided with you, with the date, the saving and the way it is redeemed fixed before any media is booked.

  3. 3

    Record the baseline

    Walk-ins, bills and calls are counted for the weeks before launch, by the same method that will be used during the campaign.

  4. 4

    Book the media and brief the counter

    Media inside the catchment are booked with permissions in hand, and your staff are briefed on the offer before the first leaflet goes out.

  5. 5

    Run and read daily

    Redemptions and footfall are tallied each day, and budget moves towards whichever line is bringing people in.

  6. 6

    Report against the baseline

    The campaign weeks are set against the weeks before on redemptions, walk-ins and bills, and that decides whether it is worth repeating.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How do I count footfall if I have no door counter?
Start with what the shop already has. The daily bill count, a tally sheet at the door for two weeks, and one question at billing about how they heard of you. A code on the leaflet beats all three, because it asks nothing of your staff except collecting it. For example, a furniture showroom handing out a leaflet with a code printed on it can count the codes that come back to the billing desk, and compare that against its own bill count from the weeks before.
How long should a footfall campaign run?
Long enough for the offer to be seen and short enough that the date still means something. A short run with a hard end date is easier to read than a long one, because an offer with no deadline gets postponed until it is forgotten. The length is fixed with you once the offer is written.
Can I advertise inside apartment complexes near my store?
Yes, with permission. An apartment campaign runs on the association secretary's written approval, and notice boards, lift panels and gate banners are each agreed separately. Without that approval the material comes down within a day and the money is gone.
What if people come in and do not buy?
That is worth knowing, and it is not a media problem. It points at your price, the range on the shelf, or what happens at the counter. Better to learn it in a fortnight than after a year of leaflets.
How is this priced?
There is no published price. Media inside one catchment is booked and costed separately from a city-wide plan, and printing is its own line. Our fee for the catchment work, the offer and the counting is settled after we have read your brief and spoken to you.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

By industry

Store footfall campaigns, written for your industry.

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