Q: My store has been open for a while and our traffic has really leveled off. I’d like to test a few digital traffic-driving initiatives with our company’s marketing team, but I have very little control over what I can do at the store level. How can I best present my ideas to my corporate partners?

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A: Last week we discussed how to drive traffic to a new store. But what happens when that new car (okay, store) smell wears off and your traffic patterns and volume become predictably flat? Your impact in this instance depends on your level of autonomy from both a budgetary and creative perspective. Most store managers and frontline leaders have some measure of influence, but lack final decision-making power over digital traffic driving efforts. If, however, you are able to put together a compelling proposal, you will be more likely to gain the support of your corporate partners. Here’s what you should include and how your information can be presented for maximum impact.

State your desired outcome

The first step in convincing your corporate team to let you use and test additional resources is to show the upside through data. If you’re missing your sales goal by 10% but your conversion is at a healthy level or increasing, you can argue that by driving 10% more traffic to your shop, you will be able to exceed your financial targets while simultaneously illustrating your sales team’s dedication to superior customer service. Begin your argument with a very clear intention statement: “Our goal is to increase traffic by 10% while keeping conversion at 20% or above, which will allow us to exceed our sales targets for the quarter.”

Present a recommendation

Often times, the issue with supporting localized store efforts through digital marketing isn’t lack of desire, but a lack of bandwidth. As the subject matter expert for your store, you are best positioned to determine which traffic-driving efforts will succeed. If you do all of the legwork around what your vision with clear instructions and timeframes, your proposal is more likely to be approved.

Using the example above, let’s say you know most of your customers are on Facebook and you’ve heard from neighboring store managers that targeted Facebook ads have successfully boosted their store traffic. When you propose this advertising strategy to the marketing team, include your reasoning and recommendation on target demographics, imagery and copy, budget and timeframe. If you’re not overly familiar with these types of ads, don’t let that stop you—use your resources! See who you know who works in digital marketing and get a quick recommendation or have a 10-minute call with your own marketing coordinator. Most people are happy to discuss what they do and how their knowledge and talents can help your division succeed. Even if the marketing team ends up tweaking your proposal, they’ll still be grateful you offered a detailed recommendations.

Call out the costs—and benefits

Before approving, the marketing team will want to see how much this will cost—and how this cost will be recovered. Your Facebook campaign proposal should lay out the desired spend for a finite period of time. Let’s say you want to spend $5,000 across one quarter on digital ads that drive traffic specifically to your store for all Facebook users in a 15-mile radius. You will also need to show any potential additional costs, such as increased staffing to handle all of the new traffic you’ll receive as a result of the campaign. From there, you can show from your current conversion and AOV numbers how this increase in traffic would benefit your topline revenue—even with your additional staffing spend.

Measure and report back

Once your proposal is accepted and initiated, it’s important to measure results and report back. This exercise is as beneficial to you as it is to the marketing team and your superiors. Be sure to track incremental improvements in traffic and sales during the testing period and gather anecdotal feedback from the staff about the impact of these new marketing efforts. Add a simple question to your customer greetings, such as “How did you hear about us?” to help determine how many people were driven to the store by the new Facebook ad campaign. Compile all of your results in an easily digestible format like a one pager or a few slides in a deck. Be sure to highlight what didn’t work, or what you will change for the next test (for example, narrowing the target audience).

All of this information, from hypothesis to projections to actuals, will help you measure success and build a stronger relationship with your corporate marketing team. This will also make it easier for you to gain approval for future initiatives.