For hospitality-client Ocean Place Resort & Spa in Long Branch, New Jersey, we are tasked each year with promoting events surrounding holidays like Mother’s Day and New Year’s Eve. In the past, these events were promoted solely in local print media, with a steadily declining ROI.
For the first event of the new year (Valentine’s Day), we were tasked to generate more revenue with a smaller budget. We determined that online and social media should be a major part of the overall media program. While we didn’t pull completely out of local print, the online supplement allowed us the ability to narrowly define the target and customize the creative accordingly.
As a result of adding online to the promotional mix, a total of 41 packages were booked, generating over $12,000 in revenue – a 17 to 1 return on investment.
Learning, testing and adapting keeps your program successful. What insights have you found in local-market targeting?