Case Study: Campground Drives Success With Seasonal Marketing
When it comes to small business marketing, timing is incredibly important. Getting the right message across to the right audience is a lot more effective when you also get the timing right.
But, for seasonal businesses, timing isn’t just important. It’s everything.
Running ads, for example, at the wrong time for a seasonal business means your message will likely fall flat. However, when you can get your timing just right, it can make all of the difference in the world.
Campground drives success with perfectly timed seasonal marketing
One campground — which also features an RV park, cabin rentals and a water park — in Minnesota, learned just how much of an impact seasonal marketing can be.
In just a three-month period, they saw more than 1M impressions, tens of thousands of clicks and hundreds of conversions with perfectly timed ads.
They saw a 916% increase in impressions, a 590% increase in clicks and engagements, and a 1,023% increase in conversions — all thanks to an advertising strategy with pinpoint timing.
How did they do it?
Their seasonal marketing strategy was built around multi-channel advertising on the popular channels their customer base frequented the most.
On Google, their advertising strategy consisted of search ads, video ads and RLSA (remarketing lists for search ads) — a feature that allows you to customize search ads for people who’ve visited your site in the past.
Their search ads targeted keywords relevant to their services, like “cabin rentals” and “cabin by the lake,” as well as brand-related keywords.
On Facebook, the aim of their advertising strategy was to drive conversions and expand their reach. They also launched retargeting ads to re-connect with people who had shown previous interest in their brand.
Their strategy on Instagram was similar to their strategy on Facebook, with ads built to boost conversions and reach, as well as retargeting ads.
Conclusion
When it comes to seasonal marketing, the ability to strike while the iron is hot is critical to success. But, when you get your timing right, it can lead to truly impressive results.
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Account M28242
Screenshots taken on 8/3/21
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
