Bringing metrics-driven strategy home.
Mid 2008: general tumult in the financial and building sectors; slowing sales of homes; builder consortium wants a promotion to accelerate consumer interest and physical traffic. This required EMC to design several possible promotions that would meet the fiscal (and promotional calendar) requirements of all 3 builders; maintain Windemere’s brand integrity; and drive increased interest and web/physical traffic.
Objective:
To expand the audience by driving more qualified and unique traffic to the website. We wanted to obtain additional interest list registrants. And we had to accomplish this for less than half the cost of the previous event promotion (final neighborhood park grand opening celebration).
Solution:
“3 Weekends – 3 Builders – 3 Ways to Save” promotional offer—for the first time ever—all three are offering significant savings in this best-in-class community. This was the first time the line between marketing and sales promotion was blurred.
“Old media” and “New Media” were leveraged, all within a tightly defined budget.
$25 Gift Card Offer further encouraged physical visits to the community. A unique interest and registration form captured leads and transferred them into the sales and email marketing channel.
Result:
Web traffic increased by 34%.
Physical traffic increased by 60%.
New registrations increased by 13%.
Incremental cost per visitor decreased by 70%.
