Creating community impact through top-notch display
Visit Franklin, a destination marketing organization (DMO), needed to attract high-yielding visitors to spend locally to boost the town’s economy while proving impact to the town board. Epsilon consolidated their media and served eye-catching display showcasing the community to the right travelers for a strong ROAS, tracking impact along the way.
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$29.7M
total messaged revenue
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5.2
average purchases per visitor
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$197:1
total ROAS
Charming display ads persuade the right in-market tourists
To help Visit Franklin better understand the customer journey and campaign performance, we used Epsilon PeopleCloud. Our 200M+ consumer profiles, built on strong first-party data, clearly illustrate customer behavior across the web (not just on Visit Franklin’s site). Once we identified tourists most likely to visit the area, we served relevant, enticing display, mobile and video ads—reaching guests across devices.
Epsilon’s Net Economic Impact (NEI) Solution was especially helpful for Visit Franklin once those tourists arrived in town. NEI goes beyond analyzing hotel bookings alone, and provides a full understanding of how many visitors digital marketing influences, the top feeder markets, and how much they spend across key categories like restaurants, retail, attractions and more, which they could then report back to their board of directors.
At the conclusion of the campaign, Visit Franklin was able to report a return on ad spend (ROAS) of $197:1 back to their stakeholders. They messaged eight million unique individuals, which resulted in over $29 million in total messaged revenue. And while the campaign results were strong, it was the detailed reporting that helped Visit Franklin truly understand their impact on the community.
Showing economic impact and value to our board, our community and our residents, especially when we’re in [COVID] recovery mode, is really important. The board was very impressed that we were able to get as granular as we have with Epsilon, specifically on return on investment for advertising, which is our biggest spend for the year.
Lauren Ward, Vice President Marketing and Communications at Visit Franklin
