Marketing Report - · PDF fileMarketing Report . April – June 2011 Win a Digital Camera...
Transcript of Marketing Report - · PDF fileMarketing Report . April – June 2011 Win a Digital Camera...
Marketing Report
April – June 2011 Win a Digital Camera
•MT, WY, western ND/SD, and Lethbridge
•Newspaper online
•Television News online
•All ads direct traffic to VisitBillings.com
April – June 2011 Win a Digital Camera
Contest Results: 127 Total Entries
61.4% from out of state (78)
59.2% of entries from MT from
outside of Billings (29)
May 2011 Horizon Air
•Horizon Air – Montana
Section
•QR linked to our video
on You Tube
July – August 2011 Concert Craze
•Campaign ran in MT, WY, western
ND/SD and Alberta
•Gave away a gas card every
Friday and 2 concert packages
July – August 2011 Concert Craze
Mobile Banner Ad (iPhone and Android)
•MT, WY, western ND/SD, Lethbridge and
Saskatchewan
•Newspaper online
•Television News online and mobile
•First attempt at mobile advertising
•All traffic links directly to contest entry
page on VisitBillings.com
•These placements apply to
September campaign as well.
July – August 2011 Concert Craze
Contest Results: Willie Nelson/Lyle Lovett Package:
142 Entries
76.8% entered from mobile device
13.4% were from outside MT
60.9% of the MT entries from outside Billings
Magic City Blues Fest Package:
142 Entries
77.5% entered from mobile device
10.6% were from outside MT
57.5% of the MT entries from outside Billings
Gas Card Package:
149 Entries
75.2% entered from mobile device
12.8% were from outside MT
56.2% of the MT entries from outside Billings
Dinner on Us Sept. 2011
Contest Results: Online entry:
56 Entries
60.7% entered from mobile device
10.7% were from outside MT
44% of the MT entries from outside Billings
Texted Entries:
29 Entries
No further data available
*Can text to these numbers in the future
Oct-Dec 2011 Shop in Billings
•MT, WY, western ND/SD, and Alberta
•Newspaper online and mobile
•Television News online and mobile
•QR on print links directly to contest entry
page on VisitBillings.com
•Three gift cards will be given away
•One in each month
Oct-Dec 2011 Shop in Billings
•Contest encourages user to
“like” our Facebook page.
“Liking” us enters the user a
2nd time for the contest.
•Drives website traffic while
pushes for increased fans to
our Facebook page.
Billboards
•Digital BB (King Ave. Exit)
•July-September
•Johnson Lane Exit (heading west)
•July - September
•S. 27th St. Exit (heading north)
•August and back up October – January 2012
2/4 Wheel
Campaign Timing: May „11 – June „12
Targets Men 35-64
Target Markets: National Motorcycle Enthusiasts Print & Online
Campaign will run throughout the year:
Phase I ran July/August 2011 to highlight the Sturgis travelers.
Phase II will have shoulder season focus and run in February, March and April of 2012
Publications:
American Motorcyclist print and web (this pub voted Beartooth Hwy the #1 Motorcycle
Road in America).
Quick Throttle (Online and E-News)
Sound Rider (Online and E-News)
Rider (Online)
Cycle News (Online and E-Zine)
Motorcycling Montana (Book)
2/4 Wheel
2/4 Wheel
•Billboard placed outside
of Park City (facing west
to catch east bound
travelers)
•Placed July-August
•Sturgis Travelers in mind.
2/4 Wheel
•Motorcycling Montana
•Full Page Ad
•Released this fall
•QR links to video
Social Media
• Facebook.com/billingsmt – 2,137 “Likes” (25.3% increase since February 2011)
– 66% Female, 31% Male
– Ages: 22.5% 25-34, 21.3% 35-44, 17.8% 45-54, and 19.9% 55+
– Countries: US, Canada, Indonesia, France, Ukraine, U.A.E., Malaysia, Costa Rica, Belize, Egypt, Germany, Spain, United Kingdom, Italy, Iraq, Ireland, South Korea, Greece, Mexico, and Kuwait
– Cities: Billings (21.1% of total fan base is from Billings), Missoula, West Jordan, Denver, Helena, Cheyenne, Havre, Bismarck, Bozeman, Gillette, Seattle, Dallas, Great Falls, Doylestown, Casper, Minot, Livingston, Los Angeles, Laurel.
• Twitter: MTsTrailhead – 112 followers (up 67.1% since February 2011)
– Linked to Facebook page, so all Facebook content is tweeted. Separate tweets are transmitted occasionally
• YouTube.com/user/billingscvb – 677 views of two videos (307.8% increase since February 2011)
Web Traffic
Month Sessions Avg Length of Session
FY ‘10-’11 250,519 9m 34s
July ‘11 24,634 8m 59s
August ‘11 25,404 8m 45s
September ‘11 15,901 12m 14s
October ’11 (thus far) 3,827 14m 58s
Mobile
•First attempts at mobile placements very successful
•Began tracking mobile visits in August:
•August 2011: 445 unique events
•September 2011: 423 unique visits
•As of October 10th: 92 unique visits
•Most popular pages;
•#1: Things to Do
•#2: Must See
•#3: Stay in Billings
•Events, Deals & Packages, Traveler Services & E-News Sign
Up
•Repeat Visitation is apparent as well, but majority of use appears
to be “unique.”
On the Horizon
•Increasing Canadian exposure
•Increasing presence in western North Dakota
•Exploring Spokane as a potential market
•MTOT placements planned Jan-Feb „12 and May-June „12
•Planning shoulder meetings and conventions campaign
•Smart Meetings Magazine
•ConferenceDirect Meetings Mentor
•Cohesion between “traditional” media placements and social
media advertising
•Integrating Facebook ads and encouraging traffic to both
our website and our Facebook page.