Fireworks & Foot Traffic: A Summer Campaign That Delivered

From June 17 to July 4, 2025, Performance Digital partnered with a popular fireworks stand on a digital campaign aimed at boosting foot traffic and driving local sales across their stand locations. With a multi-channel approach, including email marketing, streaming audio, digital-out-of-home (DOOH), and targeted display ads, the campaign delivered impressive results with real, measurable business impact. 

Executive Summary

This summer campaign reached hundreds of thousands of people across eastern Nebraska and western Iowa. With powerful creative, smart targeting, and cross-channel reach, this campaign not only generated online engagement but also drove thousands of people directly to their tents. 

Key Results and Why They Matter

834,456 Impressions Reached

This ensured broad and repeated exposure across all store locations. The more often potential customers saw the ads, the more likely they were to take action.

4,715 Clicks | 0.57% CTR | $5.57 CPC

This strong click-through rate create proves the ads were relevant and compelling. Plus, every click added users to a retargeted pool, setting the stage for future campaigns.

3,593 Verified Store Visits | $7.31 Cost Per Visit

This is the clearest proof the ads worked. These foot-traffic numbers confirm people didn't just see or click on the ads - they showed up.

Channel Performance Highlights

Email Marketing

Three email blasts reached highly targeted audiences based on zip code, age, and relevant searches like "fireworks near me" and "College World Series."

Strong open and click-to-open rates prove the messaging connected with the audience. Each email sent during high-interest timeframes, like just before the 4th of July, helped drive urgency and action.

With display CTRs exceeding industry averages and high-performing units like 728x90, 320x50, and 300x600 banners, display ads helped boost visibility and online engagement in real time.

Verified Foot Traffic

Across 12 tracked tent locations, 3,593 store visits were directly attributed to digital ads. At a cost per visit of just $7.31, this is strong proof that our strategy reached and moved people to stop at a tent.

Key Takeaways

Audio ads work. With over 95% of people completing the audio ads, this format delivered both reach and engagement. We recommend doubling down on audio placements next year, especially in Omaha.

Display ads delivered clicks. With several units exceeding a 0.25% CTR, display ads were a cost-effective way to drive interest and traffic.

DOOH expanded awareness. While not click-driven, DOOH ads added high-visibility branding in key markets. Next time, adding DOOH video placements would enhance impact even more.

Email Campaigns were highly targeted. Opens and clicks show that well-timed, well-targeted emails still work.

Future Channel Growth: Adding native advertising could help improve click-through rates even more and unlock new inventory to reach additional audiences.

This campaign proves that even for a seasonal, brick-and-mortar business like a firework stand, digital advertising can create real, measurable business results. With smart strategy and creative execution, this business lit up the sky and their sales.