Haunted Attraction Marketing
Dead Land Haunted Woods, a live-actor, multi-attraction park in Tennessee, was looking for a fresh idea to help target more customers for maximum Halloween season visits. Connecting with their ideal customers, people aged 13 – 35, can be a challenge, unless you connect with them wherever they might be during their day, via a medium that usually has their undivided attention: their mobile device.
Picking a Pumpkin
Lebanon is not exactly far from the fun of Nashville, but it’s not close either. In addition, as a seasonal business, Dead Land faces some unique challenges, as they have a concentrated selling period. Realizing that location-based marketing would likely be a great fit, our expert, tailor-made campaign was a perfect solution. Using proprietary third party data to track user location with competing haunted house locations and with local area schools and universities, we set up a geofencing campaign that targeted these customers on mobile and social apps and websites. A unique feature that Dead Land also took advantage of was a geofilter on Snapchat, popular with teens and young adults.
GETTING INTO COSTUME
As part of their campaign, Dead Land offered a smart incentive: a discount on bundled attraction tickets. Part of the Dead Land experience revolves around multiple attractions, concessions and a bonfire. In addition, the local area features other Halloween-related destinations, furthering the geotargeting objective.
TRICK OR TREATING
Sure enough, with a great incentive (who doesn’t like a discount?), visitors flocked to Dead Land during the Halloween season. In fact, Dead Land reported a 25% increase in its seasonal visitors. This equated to roughly 2,500 additional visitors, or about $85,000 in increased revenue for the season. Isn’t it time to target your ideal customers? Let us put geotargeting to work to grow your business today.
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