First introduced in the food and beverage arena to give franchisees a cost-effective way to offer personalized promotions to area residents, Silvercrest Advertising’s Localized Media Automation Platform’s (LMap) state-of-the-art technology now extends the same benefits to operators of local amusement parks, zoos, waterparks, ice/roller skating rinks, laser tag facilities, go-kart tracks, miniature golf courses and other popular family attractions.
The system helps local tourist parks and attractions increase visitor traffic, save money on media buying, and better analyze the results of their marketing efforts.
Tourist attraction operators are provided with a login to an online tool that allows them to access advertising tactics that include – but are not limited to – print ads, door hangers, e-mail marketing, workplace media, free-standing inserts and solo mail pieces. After they select the tactics they’d like to use, they customize the pieces with their street address, the offer(s) they’d like to extend to their customer base and the offer expiration dates, and identify geo-targeted zip codes based on their desired demographic reach. The approved pieces are then submitted for production, and distributed utilizing Silvercrest’s media buying expertise and relationships with thousands of outlets across the country.
LMap was designed to accommodate varying marketing budgets, and data analytics represent another critical system benefit. Tourist attraction operators can scan visitors’ coupons to determine the number of pieces redeemed and which offers appealed most to individual demographic sectors. They can then determine the ROI on each marketing effort, and tweak their messaging for future consumer promotions.