Conventional Wisdom

Client: Regional convention & visitors’ bureau in Wisconsin. RAA client since 2004.

Advertising Needs:

• Sell overnight stays in area, generate business for area restaurants and attractions.
• Reduce $100+ cost-per-name acquired using “traditional” media vehicles like newspaper, radio and magazines.

Media Plan:

• Build database of names for out-bound sales messages.
• Run $7,500 initial test of online/Web display ads.

Results:

• Web/Web display ads resulted in cost-per-name acquired of under $5.
• Cost-per-name acquired are currently running at approximately $12.
• Client has since earmarked 100% of media budget to online since that test.