Marketing for Haunted Attractions — A Purplegator Specialty
Services
- Social Ads
- Mobile Display
- Geolocation
- Gep Targeting
- Marketing
The Challenge
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. That’s why it was crucial that Deadland connected with their target audience wherever they might be during their day, via a medium that has their undivided attention–their mobile device.
Tech partners
B2C
Marketing
The Approach
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 it has a concentrated selling period just a few weeks before Halloween. 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, Purplegator 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 geo filter on Snapchat, due to its tremendous popularity with teens and young adults.
We used Novus Shoes’ brand pillars to anchor us at every step in revamping the eCommerce presence of all three brands. We infused freshness and novelty into developing and designing highly functioning online stores while still aligning with “The Novus Way” – having the customers in mind when selecting and presenting the widest variety of shoe styles.
As part of the marketing 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 geo targeting objective.
Services
- Tech Discovery
- UX/UI Design
- Shopify Plus Development
- Replatforming
- Klaviyo Email Designs & Setup
- Product Mapping
Tech partners
- Shopify Plus
- Klaviyo
- Returnly
- Gorgias
- Tracktor
The Challenge
Novus Shoes, BKS shoes (formerly known as Bakers), and La Favorita are all enterprise-level shoewear and accessories brands that fall under the Novus Group. Over the year, all 3 brands have witnessed considerable growth and increased store traffic, both online and offline. Unfortunately, their Magento eCommerce stores were failing to meet the brand’s enterprise needs for a high-performing eCommerce experience, frictionless checkout, and storefronts that well-present their different brands’ identities.
The approach
Through data-backed discovery, iterative design, and robust technology advancements, Avex crafted not one, but three, high-performant online stores for Novus that deliver frictionless digital experiences and an excellently displayed product catalog that is set up for ease of navigation.
We used Novus Shoes’ brand pillars to anchor us at every step in revamping the eCommerce presence of all three brands. We infused freshness and novelty into developing and designing highly functioning online stores while still aligning with “The Novus Way” – having the customers in mind when selecting and presenting the widest variety of shoe styles.
The Outcome
As part of the marketing 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 geo targeting objective.
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 28% 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?
Based in part on the tremendous success of Dead Land Scream Park, Purplegator has created a special niche in marketing for haunted attractions. Over the past four seasons, we have provided targeted mobile marketing solutions for over 38 different haunts.
Let us put geo targeting to work to grow your business today. Your results will be frighteningly good.
