New marketing approach paying off for West Memphis

New marketing approach paying off for West Memphis

CVB model getting attention, making impressions

news@theeveningtimes.com

Taking a different approach to getting the West Memphis “brand” in front of potential visitors is already paying dividends for the city.

It took just six weeks and things are really “clicking” — as in mouse clicks. The West Memphis Conventions and Visitors Bureau amassed more than one million impressions from tourists during its St. Jude Marathon digital campaign. Newly-designated CVB Director Jim Jackson provided the recap for A& P commissioners. The blitz ran on Facebook from mid-October through Dec. 1, and promoted West Memphis lodging and eateries. A consultant to the city, Red Deluxe, produced the ads that targeted certain social media users and aimed at key word Internet searches associated with the marathon. The campaign aimed at Facebook fans of St. Jude made 1,085,373 impressions. Internet key word searches garnered another 25,000 looks pushing the total to 1.11 million. It was a lot of bang for the buck to attract out-of-town marathoners to the Gateway City and cost the tourism budget $6,100.

“These clicks and impressions are very impressive,” said Jackson.

The St. Jude Marathon grew to 22,000 runners.

Red Deluxe reported the results fro the December event and encouraged the CVB and the A& P to pursue another campaign next year.

“The click through rate is strong for this campaign with 3,135 clicks to the West Memphis Tourism website,” said the Red Deluxe report. “This event is a good place to be every year for the West Memphis Tourism ads every year.”

The click rate for St. Jude was higher than the Elvis week audience according to the consultant. The CVB marketing plan will continue along the same lines targeting at least one big Memphis event a month.

Red Deluxe held high hopes while pointing to results: “We hope we delivered full occupancy level for your hotels in West Memphis during this time.” “We’ll do banner ads for the International Blues Competition,” said Jackson. “They are the same consistent look for Elvis week, we just change the wording up for each event.

“We’ve done Google Ad-Works, Trip Advisor, Facebook, this along with our hard marketing plan directs people to westmemphis.com which lists our accommodations, restaurants and things to do.”

The CVB Director pointed to the newest attractions, the Big River Crossing and the Big River Trail. One third of crossing users start in West Memphis.

“The crossing is phenomenal with 65,000 people through the electronic turnstiles the first month,” said Jackson. “It can tell you if it bikes or pedestrian and times of the day. Bike friendly gates have been installed from I-55 all the way to Marianna. Between the bridge and the levee it is amazing how many calls I am getting.”

By John Rech