For national brands with local footprints, the challenge isn’t just driving performance. It’s doing it consistently across hundreds of markets while maintaining a strong, unified brand.
In this episode of The Advertising Forum by Marketecture, AdTechGod sat down with Tiffany Lee from Fleet Feet to talk about balancing brand and performance, how CTV fits into that mix, and what it takes to drive both online and in-store growth.
A conversation with Tiffany Lee, performance marketing and partnerships at Fleet Feet
Q: For those unfamiliar, what is Fleet Feet and how does your model work?
Fleet Feet is a run specialty retailer with both a national presence and a strong local footprint.
We have nearly 300 stores across the country, most of which are locally owned. At the same time, we operate an eCommerce business that supports those local stores. When customers shop online, fulfillment often happens through local locations, so even digital purchases are connected back to the community.
That creates a unique dynamic where we’re operating as both a national brand and a network of local businesses at the same time.
Q: What are the biggest challenges in driving growth across so many local markets?
Consistency is the biggest challenge.
Each store is deeply rooted in its local community, and that’s part of what makes the brand special. The experience is meant to feel personal and tailored, not transactional.
But at the same time, we need to show up as a cohesive national brand. Balancing those two things—local uniqueness and national consistency—is both our biggest challenge and our biggest opportunity.
Q: Where does CTV fit into your overall strategy?
CTV plays a key role in awareness.
When we looked at our brand awareness, we found that even in markets where we have stores, only about half of potential customers knew who we were. Nationally, that number was even lower.
CTV helps us stay top of mind and introduce the brand to new audiences. It’s about making sure that when someone is ready to purchase, they think of Fleet Feet instead of defaulting to larger retailers or marketplaces.
Q: How do you measure the impact of CTV across both online and in-store?
We look at CTV as part of the overall media mix.
That means measuring impact across multiple dimensions:
- Brand lift and awareness
- Incrementality and market-level lift
- Store traffic and footfall
- Website traffic and engagement
- Online and offline sales
We also compare markets where CTV is active versus those where it isn’t, to understand the true impact on performance.
Q: What were you looking for in a CTV partner?
Two things stood out: transparency and flexibility.
We needed a partner that could provide clear measurement and realistic expectations around performance. At the same time, budgets matter—especially when working with local operators.
Many providers required large minimum investments, which made it difficult to test and scale. We needed a partner that could offer efficient, flexible entry points so we could learn, iterate, and grow over time.
Q: How do you demonstrate ROI from CTV investments?
It comes down to connecting awareness to outcomes.
We track site traffic, store visits, and conversions, using tools like pixels to understand the customer journey.
But we also look at incrementality—whether CTV is driving additional growth beyond what we would have seen otherwise.
The goal is to ensure that CTV isn’t just building awareness, but contributing to measurable business results alongside other channels like search and social.
Q: What advice would you give to marketers testing CTV for the first time?
Don’t be afraid to test.
There’s often hesitation around trying new channels because of uncertainty. But testing is how you learn what works and what doesn’t.
It’s not just about whether something succeeds or fails—it’s about the insights you gain and how you use them to refine your strategy.
Sometimes the biggest missed opportunity isn’t a failed test. It’s not testing at all.
Ready to see what outcome-driven CTV looks like in practice?
CTV is helping brands bridge the gap between awareness and performance, especially in complex models that span both national and local markets.
And for brands looking to drive both online and in-store growth, it’s becoming an increasingly important part of the media mix.
If you’re exploring how to balance brand building with measurable performance, CTV is worth a closer look.
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