One huge advantage of digital marketing is that real-time data is available to show you how effectively your campaign is engaging your audience. Another advantage is that you can use that data to make informed decisions about ways to increase that engagement, even mid-campaign.

That’s why it’s important to work with a marketing partner who believes in the power of data and has the experience and discipline to read and respond to the story it tells.

At Stealth Creative, we’re devoted to data. We think being able to identify key metrics, dig into the numbers and communicate results in clear language is table stakes. What we do with those results to fine-tune tactics, placement and frequency is the real difference-maker.

To the person with only a hammer, all problems look like nails.

Because our digital clients represent a wide array of industries, we use an assortment of digital tools and platforms to drive the results they desire. Whether it be ecommerce, ticket sales, form fills or email opens, we never lose sight of our goal to deliver a strong return on investment for our clients.

We may design a programmatic digital display campaign to reach a custom audience, create and optimize an ecommerce search campaign, drive form fills, create segmented content for an email campaign and improve a customer’s Google review ratings—all to ensure our clients’ marketing dollars are being spent efficiently.

Here are some examples:

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Ecommerce FTW

A recent ecommerce search campaign for one of our national health and beauty clients produced a return on ad spend of 33:1. Not only did we track spend and correlate it with product sales, through access to their ecommerce and Google Analytics, we also were able to identify the users who made purchases from the campaign, which products they purchased, the dollars spent and other identifying characteristics. With this information, the client was able to send personalized messages to folks who made purchases for similar products or routine maintenance.

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Reach for the Stars

We all know how important online reviews have become for companies. Some of our clients have asked us to help them develop a strategy to engage with customers so they will leave reviews or contact the company directly if they are not satisfied with the product. By working with one of our clients in the insurance industry, we identified customers who had recent contact with the company and created a personalized email asking them to leave a 5-star review. This approach resulted in a significant increase in the ratings for our clients.

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Getting Social

A well-planned and developed social media campaign helped one of our entertainment clients set a record attendance at their event. More than $56,000 in ticket sales resulted from a spend of $3,600.

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Making a Stronger Impression

Our media buying, from traditional to digital, is handled in house, resulting in greater efficiency for our clients. We took the Joplin Convention and Visitors Bureau’s digital media buying in house and reduced their cpm by 40 percent, which allowed us to buy an additional 1.2 million impressions. For more details, check out this case study.

News that Just Clicks

Madison Mutual Insurance Company wanted to increase the opens and clicks on their policyholder newsletter. Our solution was to segment the newsletter by geography and policyholder type. The result was an increase of 36 percent in opens and 250 percent increase in clicks. For more details, read the full story.

Want to know more?

Spend some time with our other case studies or drop me an email at ckolsky@stealthcreative.com.

About the Author

Charlie Kolsky is a digital and analytics specialist who’s dedicated to delivering results for our clients. He’s also a pretty mean pickleball player.

Maybe your company has its external, customer-facing communication dialed in to a T.

You’re seeing results. Sales are up.

That’s great! But have you been putting the same effort into your internal messaging?

It’s okay to admit if you haven’t. The customer comes first, right? Right. But…

While maintaining relationships with customers and winning new ones may be your primary objectives, keeping your people engaged and informed should be just as much of a priority. Strong internal communication not only helps maintain the health of your company, it also helps protect the bottom line.

And it’s not as simple as repurposing your existing customer communications or firing off a few company-wide emails. You’ve got to be strategic and consistent from the ground-up.

In other words, you have to be in touch with the intrinsic values of your organization.

Invest in ‘The Employee Experience’

Work environments and employee priorities are evolving at a quicker pace than ever before, so it’s never been more important to make sure your HR and workforce teams are on the same page.

The journey your employees take during their time at your company and the various factors that affect their satisfaction, productivity and longevity—that’s the employee experience.

Benefits, compensation, work-life balance, work environment and company culture all shape this experience, but a good internal communication strategy should be the common thread that unites all of these elements. Because:

    1. A good employee experience fosters loyalty. You want to retain and grow the employees you have. Not only because turnover inherently costs more, but also because experienced employees can become powerful ambassadors for your brand.

    2. A good employee experience means you’ll be attractive to prospective employees. There is a lot of fierce competition for good candidates; you have to put your best foot forward wherever you can.

    3. A good employee experience is defined by and maintained through solid internal communication. People work better when they know what’s going on and believe in what they’re doing.

If you take nothing else away from this post, at least take this: IT’S NOT A GIVEN THAT YOUR EMPLOYEES ARE FIRM BELIEVERS IN YOUR BRAND.

If the goal of internal marketing is to wind up with fulfilled employees who are nothing short of walking brand ambassadors (it is), they must have a firm grasp on your company, processes and offerings. Effective internal communication gives your team an opportunity to be more active in the company, from onboarding to further training and company education.

Turning Inward

No matter how big or small your business, it’s easy to focus so intently on external or product messaging you’re putting out into the world that you lose sight of what’s going on right under your nose.

And even though it may seem overwhelming, getting your internal game aligned doesn’t have to be a mammoth task. Just remember:

Customer-facing and internal-facing materials should go hand-in-hand. In many cases, we don’t have to reinvent the wheel. Your existing marketing materials are often a good starting place for employee education. This product explainer video we created for Friendship Village employees is a perfect example of creative that’s adaptable for internal and external use.

Internal marketing strategy is just as important as external strategy. Just as you would define goals for your marketing and/or sales teams, you should develop a roadmap for your internal processes at all levels, too. What does success look like? How can your leadership and HR teams help to lift up other departments?

 

Tactful Tactics

From digital onboarding programs, to training videos, to business accountability tools, there are plenty of ways to maintain the health of your organization on all levels.

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Live-action or Animated Video

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Display, Search and Geo-targeted Ads

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Recruitment Collateral

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Branded Digital Onboarding Portals

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Professional Development Training

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Business Accountability Tools & Partnership

Consider your audience. What methods are going to be the most memorable—even fun—for them to engage with? What processes need to be improved? What are some hurdles management keeps running into?

The right combination of tactics depends on the nature of your company. Whether you’re in need of recruitment help or professional development training depends on your current needs or goals.
 

Make Sure Your Marketing Is In Sync

The way you talk to your employees can be the difference between success and failure.

Just imagine if your company had the tools to INVIGORATE your current employees, ATTRACT future candidates and BUILD a base of enthusiastic brand ambassadors from the inside out.

That’s precisely why it’s time to consider Stealth Internal Marketing — and we have case studies to prove the benefits for your business.

SEE SUCCESS STORIES

As the US literally blossoms back to life around us, leisure travel is quickly picking up steam. With each passing day, more and more people are planning road trips, weekend getaways, even full-on vacations. In fact, 56% of Americans expect to travel for leisure this year.*

Considering the year we just had, that’s huge.

And if you’re a member of a Convention and Visitors Bureau hoping to attract visitors to your community, Stealth has one simple message for you:

Start advertising. Now!

This is a fresh opportunity for your community to shine as an attractive destination. An opportunity to be top-of-mind as tourists reemerge. The easiest, most effective way to do this is through digital advertising (which happens to be one of our strengths).

READY TO GET BACK TO BUSINESS? CONTACT US.

Travel on Their Minds: The State of The States

In a previous blog, Heads in Beds: The Stealth Way, we outlined the general, day-to-day challenges convention and visitors bureaus face. That was, of course, before a global pandemic rocked the tourism industry worldwide. Since then, many CVBs have had to be creative about what attractions they promoted amid shutdowns (if promoting anything at all).

But as 2021 roars back to life, there are undeniable factors driving the resurgence of domestic tourism…

  1. Americans are so ready to travel. Many people have been stuck at home for a year. Families are ready to get the kids out and engaged with the world again. Consumer confidence is steadily rising, as more and more folks are getting protected by the vaccine.** The American road trip is alive and well!
  2. Americans have spending money. Financially, American households stayed relatively strong during the pandemic.† Thanks to stimulus packages, historically low borrowing rates and the propensity for Americans to pay down debt and start saving during times of social distancing, CVBs now have a critical opportunity to cash in as spending increases once again.
  3. Americans still want to support local. While Stealth can help you get in front of audiences across the nation, it’s important to keep in mind that some of your community’s best opportunities for support may not need to come from hundreds of miles away. While local businesses were undoubtedly hit hard in 2020, over 82 percent of consumers say they’d spend more to support state and local businesses after the pandemic.†† This sentiment is great news for your small boutiques and quaint brunch spots. Let’s remind the folks nearby

Be Where the People are Looking with Stealth Digital

So, it’s clear that the world is opening back up, and that you should be advertising to take advantage of it. (Like, yesterday!)

Now is the time to spotlight what’s special about your community—whether it’s indoor or outdoor-based! Get some traffic back through your museums, shops, restaurants and parks.

In addition to the full range of traditional advertising tactics we offer, Stealth will work with you to reach a larger audience with tactics like paid search, social media, content marketing and reviews when the user shows interest in travel.

If your community has an attractive mix of activities or destinations to offer—and you’re able to get in front of would-be visitors while in the planning stage—you’ll be in their consideration set for sure.

It’s time to get the word out. Let us help!

Visit Joplin Website

Joplin CVB Campaign Results

Reduce CPM by 40% - 1.2 Mil Additional Impressions - 1,400 More Clicks
VIEW FULL JOPLIN CVB CASE STUDY

Not Just Your Vendor. Your Partner.

Whether you are a smaller community CVB with a team of five or less, or a big town with a fully functioning marketing department, Stealth Digital will integrate with you seamlessly to help you define and achieve your marketing goals.

  • We pride ourselves on our ability to be an extension of your existing marketing team, not a replacement.

  • We have experience working with local CVBs. We’re familiar with your pain points. We know how to address your concerns.

  • We are motivated to help America’s communities get back to business and we can help yours reach a larger, more optimized audience than ever.

Don’t miss out. Because NOW is the time

References:
* https://www.travelagentcentral.com/hotels/stats-56-expect-to-travel-for-leisure-2021#:~:text=Compared%20to%20last%20year%2C%2036,and%20third%20quarter%20of%202021.
** https://usafacts.org/visualizations/covid-vaccine-tracker-states/
† https://www.bloomberg.com/news/articles/2020-11-16/the-american-consumer-is-flush-with-cash-after-paying-down-debt
†† https://mint.intuit.com/blog/money-etiquette/buying-local-statistics-survey/

Though the world continues to change around us, convincing travelers to spend time in our own little slice of it remains a top objective and a driving economic force for many towns, both large and small.

In fact, tourism marketing is a major contributor to the United States economy, accounting for approximately 2.75 trillion U.S. dollars in 2018.

So, who’s in charge of attracting all of those visitors (and dollars)?

At the heart of the local tourism industry are Convention & Visitor Bureaus (CVBs). The CVB is the organization that pulls individuals and groups together to market their community as a whole. Hotels, restaurants, local attractions and event promotion teams all work with their local CVB to attract visitors and locals to their businesses.

Many CVBs get their marketing dollars from state agencies and local hotel taxes. The job of the CVB is make sure there are “heads in beds” at local hotels, motels and bed and breakfasts.

But what if your community doesn’t have a pro sports team, a vibrant food scene or some of the other attractions larger cities might offer?

Small markets must take a unique approach to advertising their communities. More creativity is required in determining what is considered an “attraction,” and more strategy is needed in order to speak to potential visitors in a compelling way. (For example, there is a rising number of travelers looking for experiences that are “off-the-beaten-path,” or of historical significance. This is where a smaller community can shine!)

The Challenges Convention & Visitor Bureaus Face

But even after a town has identified what to say and how to say it, smaller CVBs will continue to face the same key challenges:

  1. Staffing
    It is typical for a smaller community to have a small CVB staff. Many CVBs are staffed by one individual who is responsible for everything from marketing their community, to acting as a step-on guide, to organizing local events to overseeing social media for their community. All of this is in addition to the daily rigor of managing a budget, attending city functions and many other administrative tasks. Therefore, self-promotion efforts are limited or too often pushed to the back burner.
  2. Budget
    A smaller community, with no large-scale attractions, is going to have less money to use in marketing their community. They are going to have to work closer with other businesses in the community to make those funds go further and will have to be creative in how they spend their money to receive the best ROI.
  3. Attractions (or lack thereof)
    Among the largest challenges for smaller communities is how to answer the question: “But what is there to do here?” And sometimes the struggle isn’t always just from outsiders. If your city doesn’t have an attraction that brings in thousands of people a year, it’s easy for even your locals to think that there is nothing to do.

It all comes down to time, money and resources.

If your staff is being pulled in many different directions, it’s important to bring in someone who can help take responsibilities off their plate. That’s where a marketing agency comes in.

When you hire an agency, you have a full team of people ready to assist with all aspects of your marketing plan. From marketing strategy, to creative design, to media placement, working with an agency increases your staff multifold. You’ve got graphic designers, digital and brand strategists, experts in all types of media placement and account executives to help keep everything on track.

With more than 50 years of combined experience in CVB marketing and media placement, Stealth Creative can help you find the best venues for marketing your community. We have staff that have worked for CVBs and have seen the challenges up close. Based on who your ideal visitor is, we can assist you in determining the best way to reach those individuals. With so many options out there, it’s important to have an expert in your corner, helping to make the most out of the limited budget you might have.

One of the CVBs we currently work with has lost several attractions over the past few years. Their focus has now turned to the local art scene, foodies who travel for the experience of eating unique cuisine, American history buffs, and individuals who want more active vacations – hiking, biking and canoeing are all great options in this area. Stealth has been able to help this CVB determine new target markets and opportunities to promote what makes their city great… and then make sure they are advertising to the travelers that are most likely to visit!

No one can be an expert in everything. But you are an expert on your community. Let Stealth be the experts in marketing your community.

As always stay tuned until the next time we go Off the Radar.

Photo Courtesy of the Joplin Convention & Visitors Bureau.

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