The scenario
The Objective
A specialized resort company had two goals:
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To gather first party data (name, email address, area they lived in) using a direct request opt-in method.
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To be able to personalize and define if participants were warm or hot leads by requesting additional insights, such as the types of restaurants they liked, what they like to do at the resort, typical stay time, how far they are willing to travel, etc.
The Plan
Utilizing a mix of media -- including the LPA Print and Digital Networks, Email Blasts and Social Media -- LPA launched a sweepstakes package that included 8 questions.
The resort provided the prize, and LPA handled the creative design for all components of the campaign, media placement and management and sweepstakes management.
The Audience
The desired audience profile was resort visitors, ages 35+, leaning toward women, targeted to specific parts of the state.
Quality of Leads
High. The only people likely to participate in the sweepstakes were people interested in visiting the resort based in its specialization.
The results
Increase ROI 3-5X
Based on the number of first-party, direct-request leads – “Yes, please send me emails” -- the expected Return of Investment was at minimum 3 times the campaign investment, and likely closer to 5 times.
Key Data Collected
Qualified Entries into the Sweepstakes provided key data insights indicating the participants preferred activities, restaurants, willingness to travel and parish they lived in, as well as typical stay time.
Hot leads
75% of Qualified Entries selected the direct request option to receive emails from the specialized resort to send them information. With the data collected, they can customize messaging and sort through the lead levels based on individual responses.