To help local tourist destinations and attractions increase visitor traffic, save money on media buying, and better analyze the results of their marketing efforts, Silvercrest Advertising has launched a version of its Localized Media Automation Platform (LMap) specifically for this entertainment niche.
First introduced in the food and beverage arena to give franchisees a cost-effective way to offer personalized promotions to area residents, LMap’s 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 entertainment centers.
Attraction operators are provided with a login to an online tool which 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. Users input the amount of money that they’d like to spend, and LMap indicates what they’ll receive for that investment. Advertising tactics, zip codes or expenditure levels can then be adjusted accordingly. Once finalized, payment is done online with a credit card.
Data analytics represent another critical LMap 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.
“When we developed LMap for the tourist destination industry, we had one goal in mind: to help local entertainment venue operators bring more new and repeat visitors through their doors,” explained William Rodriguez, Silvercrest co-founder and president. “We know that they have a lot on their plates in running their businesses, and that’s why we designed LMap to be fast, intuitive, user-friendly and flexible.
“The best thing is that accessing and personalizing advertising tactics is free,” added Rodriguez. “All users pay for is the media that we purchase on their behalf to get their marketing vehicles in the hands of their customers.”