Feel the Rush…of ROI.

Digital media campaigns can be a surefire way to encourage your audience to take action: buy a ticket, book a trip, subscribe to a newsletter, or purchase a product.

With shorter attention spans within which you need to capture and hold someone's attention, a well-designed digital ad that has a clear call-to-action and impactful creative can leave the customer wanting to know more/go there/buy that, leading to a substantial ROI.

High Falls Gorge is a privately owned waterfall walk in the Adirondacks. In the summertime when the tourists are aplenty, ticket, merchandise, and dining sales hit their peak. As the days get shorter and colder from fall into winter, getting people to the Gorge can be a challenge.

With a decrease in revenue during the winter months, the owner has typically taken a minimal approach to advertising in the "off" season, instead banking on overflow from a nearby ski mountain. After talking it through, Trampoline was allotted a modest budget to work within for October through February. We opted to have a campaign that was steady in the first couple of months into the second week of December, then reduced it to more of a slow drip as the holidays approached (a time when there is usually an uptick in visitors), and then back to a moderate amount of ads for January into February.
 

Our approach to the creative was to highlight the beauty that can be found when viewing waterfalls in the winter coupled with the accessible coziness of the store/restaurant with fireside seating, hot espresso drinks, and fun merchandise to explore for kids and adults. These ads aimed to make you feel something when viewing and created a space in which consumers could picture themselves.

So, did it work?

We could throw a bunch of numbers from the analytic side to outline the success of the ads—854K ad impressions w/Google & 2.7K ad engagements, 39.4K users reached on Meta with 109K ad impressions, and 654 conversions just in December. But the most impactful results show that YOY (Year-Over-Year) numbers increased 300% for that month. 300%!!

Creating an impactful digital campaign takes strategy, organization, and thought, a feasible plan to reach the target audience at the right place and at the right time. While some might think a pause in marketing might be beneficial for the bottom line during the slower months, the opposite can be true. Continuing to create impressions resonates with the interested audience, keeping the business top of mind, in season or not.

Let Trampoline guide you through the process, we’re your one-stop shop.