Friday, 21 January 2011

Target Precisel

 Hire wire adventure business Go Ape went all out in its latest campaign with TV, social media, direct mail, radio and web advertising.  The trick, according to founder Tristram Mayhew, was making a little go a long way.  Timing, audience and channel are the most important ingredients when money`s tight, he argues.  As are careful planning and sourcing, especially at a time when stagnant demand means marketing real estate can be picked up cheaply.

The TV Campaign was trialled in the Tyne Tees area for three weeks on the ITV network. Direct mail was aimed at specific recipients close to Go Ape locations, giving them a time-sensitive booking offer.  A radio prize competition worked in tandem with radio and online ad slots.

The result was a big uplift in traffic to the main website and to a specific campaign portal.  The Maften Go Ape course - the focus of the TV Ads - saw bookings jump.  The TV campaign received 8000 views in three weeks on You Tube, and Facebook referrals became one of the firm`s top five sources of web traffic.

"Qualitative post TV campaign research demonstrated a unanimous recognition of the key message of the advert - fun, excitement and a fee-good factor", says Mayhew.  "All these elements connected with the need to escape by having fun at weekends, thus the theme of the advertisement fully engaged the audience.  We`re looking forward to continuing activity next year", he says.
source: Dave Matthews, the Marketer, November 2010

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