Here’s a recent campaign from Ralphs Grocery and Varga Media Solutions that caught my attention because it has an 11% coupon redemption rate, a targeted distribution strategy and the use of digital technology to help insure the success of the door hangers that were a focal point of the campaign. Ralphs Grocery enlisted Varga Media Solutions to create a door hanger campaign to help it promote the reopening of a Ralphs location that had been renovated to fit a new store format that Ralphs is calling a “true neighborhood market.” Targeting was important for the marketing outreach to announce the new store because Ralphs wanted to reach only those consumers who would be willing to travel to the new store without getting impeding upon other local Ralphs stores. Varga used walkers equipped with GPS units to distribute 25,000 doors hangers within a uniquely shaped target market area. While it’s common to see GPS units being used with the distribution of door hangers, what was different in the Ralphs effort was that the GPS units automatically informed a field manager of the location of each walker. This enabled the field manager to insure that the walkers stayed within the predetermined boundaries for the campaign. The door hangers included an invitation to the re-opening events for the Ralphs store and a bar-coded coupon for $5 off a purchase of $25 with a Ralphs rewards card. Ralphs reported an 11% coupon redemption rate from the campaign. The door hanger campaign was part of an extended promotion to announce the new Ralphs Signature store in Midtown Los Angeles.