BY Adam Ambro
Challenge: Attracting new clients without a comprehensive amusement park advertising package
Callie Hughes, a 10-year media sales rep from WJCL, approached a local theme park looking to improve their current amusement park advertising package.
“The owner I currently work with knew she could grow the business by branching off from the franchise and the previous owners,” said Hughes. “[The business] is now a locally owned indoor entertainment center that has the fastest indoor go-karts in the area. She is very passionate about the karts, facility and how customers interact within the building. She added new elements such as interactive axe throwing and draft beer to better serve the [preferences] and demographics of the customers. She specializes in client satisfaction and is extremely hands-on with the business in terms of customers and marketing support.”
“There were hurdles with online presence, Google Maps and previous customer experiences. They were not attracting enough new customers and were having difficulty reaching the target audience for this type of industry. “
Solution: Turn to AdMall’s business intelligence tools to create an effective amusement park advertising package
“AdMall proved influential in overcoming numerous challenges by leveraging the data and intelligence gathered from the amusement category,” said Hughes. “By looking into the behaviors, lifestyles and preferences of amusement seekers nationwide, I [obtained] valuable insights that lead us to target new demographics and tailor messaging effectively.”
“Within the proposal, a few statistics from the amusement category stood out and played a key role. For instance, understanding the typical outing habits, average commute times, popular entertainment choices, and fitness trends inspired the custom sponsorship based on the data. In addition, the correlation between weather patterns and activity choices from adventure seekers, led to the development of the Drive Time Temperature concept.”
“[The AdMall data helped us realize] that adventure/theme park consumers [have an] average commute time of 21–60 minutes away and that most of their fitness [activities] are outside. [We decided it] would be beneficial to have the client display their logo and ad while these target customers are looking at the weather, prior to the drive home from work. Therefore, choosing those types of locations are important to target.”
“The plaza we geofence for, which includes the bowling alley in Bluffton SC, has one of the higher in-store conversation rates to-date for [the business]. We also utilized the data from the social media intel to showcase that it would be beneficial for them to implement this into their [amusement park advertising package]. It has been performing well since the addition in March. All this intel helped with ad content as well, driving the right type of customer to [the business].”
Result: A multi-faceted advertising campaign that’s seen immediate results
Utilizing the key elements from AdMall’s amusement park category to gain awareness, Hughes closed a $21,500 amusement park advertising package that includes TV during key news programming, geofencing and MeTV,” said Hughes.
“Once the client saw success, I added social media to the campaign due to the social media for Amusement Park Patrons data collected from [AudienceSCAN in AdMall,]” said Hughes. “This added new business revenue to WJCL. The client has seen huge increases as we continue our partnership thanks to the help AdMall data.”
More About: Amusement and Theme Parks
From iconic attractions like roller coasters and water slides, to captivating live shows and immersive experiences, amusement parks offer a wide range of entertainment options that cater to every taste and preference.
The U.S. amusement park industry includes approximately 596 businesses and has revenue of $23.4 billion.
There are approximately 130 water park businesses in the United States. These parks report revenue of $3.5 billion.
