FLORENCE – The Florence-Lauderdale Convention & Visitors Bureau (CVB) has received the results of the Epsilon digital advertising campaign launched in spring of 2021.
In April of last year, the Florence-Lauderdale CVB in partnership with Epsilon, the global leader in outcome-based marketing, launched a $50,000 digital advertising campaign in five feeder markets including Huntsville-Decatur, Nashville, Birmingham, Atlanta and Memphis.
The campaign metrics were delivered last Thursday which provided results in the overall media buy, total visitor spend in market, unique visitors reached, total visitors in market, return on investment and several other demographic and geographic metrics of the campaign.
The campaign produced almost $1.6 million in visitor spending which translated to a $31:1 return on ad spend. 910,000 unique visitors were reached with 9,700 visitors in the market to spend money. There was a total of 27,000 transactions with 2.8 purchases per visitor. The campaign ran from April 19, 2021, to September 15, 2021.
“This depth of data intelligence is invaluable to better understand where our visitors are coming from, how much they are spending in the destination and where they are spending their money, said Rob Carnegie, President & CEO. This information allows us to target our high-yield markets and see even greater spending in future campaigns.”
Carnegie said that Epsilon measured spending in six different sectors of the economy including lodging, restaurant & bar, grocery, retail, gas & convenience and entertainment & recreation. 35.8% of measured visitor spend generated in The Shoals came from the Huntsville – Decatur DMA, which did not include residents of Colbert or Lauderdale counties.
“It was good to see the results of the campaign spread across the entire Shoals area, said Carnegie. While 60% of the visitor-spend resulted in Florence 35630 zip code, approximately 25% of the spend was in Muscle Shoals, Sheffield and Tuscumbia in the 35661, 35674 and 35660 zip codes.”
Other zip codes that saw visitor spending included Leighton, Lexington, Killen, other areas of Florence (St. Florian) and Rogersville which ranked fourth representing 5.5% of the total visitor spend.
Carnegie said the data collected not only helps future campaigns but serves as a point of reference as to what the visitor profile looks like for the Shoals area. The full Net Economic Impact report provides a much more in-depth look at the entire scope of the 2021 campaign.
For more information on the Florence-Lauderdale CVB or the 2021 digital campaign, contact Rob Carnegie at 256-740-4141 or rob@visitflorenceal.com
Media Release/Rob Carnegie
President & CEO/Florence-Lauderdale Convention & Visitors Bureau
