Sumner County Tourism wanted to use the momentum of the largest attendance at CMA Fest to attract potential visitors to their hotels and secure bookings. Partnering with Social Traction not only made the process easy but exceeded expectations.
With a month out from CMA Fest, Social Traction immediately began conducting consumer market research on the pain points of attendees who would make the trip to CMA Fest. Using social listening to enter top tourist social media groups, CMA Fest specific groups, published Nashville articles about CMA Fest, and tracking data on the VisitSumnerTN website, we were able to gather that the price of CMA Fest concurrent with the price of hotels were the may issue detering visitors from committing to the festival.
With this information Social Traction created a social media and paid media campaign that targeted the top states and regions that produced the most CMA Fest attendees, including inner state cities.
With a small budget of $200, this detailed targeting had to be accurate to attract the targeted audience with a solid content strategy.
After the content was secured and the paid media campaign implemented and optimized, the interest began to overpower the VisitSumnerTN hotel booking web page.
The social media and paid media campaign attracted over 700 visitors to the hotel booking page, creating a positive ROI in one booking. With the average room rate starting at $150, festival goers were over joyed to find this savings in Sumner County.
The results of the campaign secured a 525x ROI with additional leverage in retaining visitor spend that propelled Sumner County from the #15 county for most visitor spend in Tennessee to #14 out of the 90+ Tennessee counties.