Boston Tourism (Greater Boston Convention & Visitors Bureau (GBCVB), Dave O’Donnell, VP of strategic communications, wanted to
- Increase awareness of the city.
- Boost the visitor economy and increase overnight stays.
The results
- Four thousand arrivals – over 80% of arrivals were friends and family (they visit anyway) the result it failed to achieve the ten thousand new visitor target. They are going to relaunch soon.
The visitor economy competitors are their other geographic regions.
The question is how to get more new visitors – lifting overnight stays, spending more.
- lifting the number of short stays
- lengthening the average short stays
- increasing the average spend on short stays
- increasing the daily visitors to the region
- preparing for more international visitors as borders reopen.
Enter Machine Learning and Artificial Intelligence technology to save the day.
How does it work?
Last week in Melbourne, Australia, the number of visitors in the Melbourne CBD with the following characteristics.
- who are top spenders on accommodation
- and also booked car rentals.
61,483 people.
The unique capability is to serve sequenced ads in near-real-time to the majority.
The targeting capability is amazing as is also the attribution (the ability to measure the change in human behaviour) – how many choose to visit region A versus region B
In near-real-time means every new visitor tomorrow, the next day gets added to the campaign as those that return home are removed from the campaign. There is almost no marketing waste.
Does it work?
Yes – its why all the top 200 retailers are everyday users.
When you visit McDonalds, Pizza Hut, there is a very high chance you will see a campaign from Deliveroo or Menulog to stay at home next time – we will deliver.
Or Telstra, Chemist Warehouse, BMW and its a long list.
How does it work?
- Your mobile data is uplifted to the cloud when you enter physical spaces – stores, shopping malls, accomodation (all privacy legislation across the world is complied with)
- The benefit is accuracy and near-real-time,
If you wanted to influence and sell more
- Volvos – target everyone entering BMW, Audi – everyday.
- Mattresses – target Forty Winks, Snooze – everyday
- Fast food – target Dominos and all competitors
- Visitor economy – target big spenders, with rental cars
- Hardware – target Bunnings
- Consumer Appliances – target JB HiFi
- Furniture – target Nick Scali
Its fast, easy to set up, low cost, highly targeted and possibly the highest return on investment for any marketing.
Every industry is changing: it’s a global phenomenon.
The best businesses of all sizes and industries in every country are reinventing themselves.
ACCELERATE provides a monthly subscription social media publishing + strategy service for the implementation, optimisation and reporting ensuring success.
See immediate results.
If you have read this far, thank you for your attention. It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so please share it with a friend who might also benefit from it.
Thanks for reading,
David
