Uploaded byJeremy A. Williams
Super 46 ExactTarget Webinar - 2012.04.11
The document details a cross-channel marketing initiative called Super 46, which highlighted 46 of the best sandwiches in Indiana during Super Bowl XLVI, aimed at promoting local restaurants and enhancing visitor experiences. It outlines the significant financial impact of the campaign, visitor engagement statistics, and the successful use of various media channels, resulting in increased traffic and sales for participating restaurants. Overall, the initiative was a collaborative effort to boost tourism and local dining during the high-profile event.
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Super 46 ExactTarget Webinar - 2012.04.11
- 1. April 11, 2012 CrossChannel Marketing Case Study
- 2. Welcome Email: [email protected] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Website: Super46.com Founding Member: Indy
- 3. Indiana Office ofTourism Development • Marketing arm for leisure tourism in Indiana • Stand alone agency reporting to Lt. Governor • Staff of five • Current budget - $1.9 million from the general assembly • Private revenue - $1 million
- 4. Tourism is anImportant Industry in Indiana • Indiana hosts more than 62 million visitors annually • Visitors spend more than $10 billion annually • Tourism industry supports more than 257,000 jobs in Indiana
- 5. Changes in MarketingBudget • Pre-2009 •2009-present • $4.8M agency budget • $1.9M agency budget • $1M+ traditional media • $0 traditional media marketing budget marketing budget • $100k research budget • $0 research budget • $50k online ad budget • ~$200k online ad budget • Extensive budget approval process
- 7. What is Super46 Sandwiches? • Curated list of 46 best sandwiches in Indiana • Coincided with Super Bowl XLVI in Indy (2/5/12) • Throughout Indiana, but focused on Central Ind. • Wide variety of sandwiches • Vegetarian, burger, ethnic, tenderloin, deli, etc. • Locally-owned & locally-sourced • Created with Indianapolis Monthly • Open voting to determine top 16 • Bracket-style vote to determine Super 46 Sandwich Champion
- 8. Why did wecreate Super 46? • Approached by Super Bowl Host Committee • Nervous about feeding 150,000 people in downtown • Wanted to encourage “eat where you stay” • Hotels were booked up to 2 hours from Indianapolis • Encourage visitors to try local food • Encourage locals to try something new • Help local restaurants bring in new customers
- 9. Where did Super46 Sandwiches live?
- 10. •16 pg. insert:SB Edition, IN Travel Guide (100,000) • Welcome Centers, hotels, restaurants, attractions in Indiana
- 11. Super46.com – ResponsiveDesign 481,600 visitors over 3.5 years
- 13. Super46.com – ResponsiveDesign 481,600 visitors over 3.5 years
- 14. Super46.com – ResponsiveDesign 481,600 visitors over 3.5 years
- 15. 481,600 visitors over3.5 years
- 16. • 9 videosto highlight restaurant/sandwiches • bit.ly/super46videos
- 17. • Email tocurrent subscribers • Roughly 60,000 subscribers • Collected email addresses on Super46.com from visitors
- 18. • Earned Media • TV • Radio • Print • Online
- 19. Super 46 SandwichesCelebrity Tasting in the Super Bowl Village
- 20.
- 21. What were theresults?
- 22. Super Bowl XLVIStats: • $154 million investment in Near Eastside through SB Legacy Initiative • 1,105,000 people who visited Super Bowl Village over 10 days • 265,039 people who attended NFL Experience – new record • 150,000 volunteer hours amassed by 8,000+ volunteers - past Super Bowls averaged around 6,000 • 24,574 passengers through IND airport on Feb 6 • 13,024 Super Scarves knitted for volunteers. Came from 45 states, DC and 4 countries beyond U.S. (goal was 8,000)
- 24. Super Bowl XLVIStats: • $154 million investment in Near Eastside through SB Legacy Initiative • 1,105,000 people who visited Super Bowl Village over 10 days • 265,039 people who attended NFL Experience – new record • 150,000 volunteer hours amassed by 8,000+ volunteers - past Super Bowls averaged around 6,000 • 24,574 passengers through IND airport on Feb 6 • 13,024 Super Scarves knitted for volunteers. Came from 45 states, DC and 4 countries beyond U.S. (goal was 8,000) • 33 wrapped IndyCars (one for each team and one for SB XLVI – located downtown then throughout Central Indiana) • 46 Super Sandwiches in Indiana
- 25. Email Stats: Super Bowl Related Email Stats Big Idea Big Deal Big To Do Daily Emails Totals Sends 32,363 10,408 9,533 1,367 53,671 Unique Opens 9,778 3,662 2,719 213 16,372 Open Rate 30.21% 35.18% 28.52% 15.58% 30.50% Unique Clicks 2,260 939 734 53 3,986 CTR 23.11% 25.64% 27.00% 24.88% 24.35%
- 26. Web Stats: VisitIndiana.com Stats Jan 1-Feb 5, 2012 Jan 2-Feb 6, 2011 Δ Visits 135,648 34,545 292.67% Unique Visitors 84,838 24,202 250.54% Pageviews 531,708 156,362 240.05% Bounce Rate 38.44% 42.93% -10.46% Social Referrals 41,908 332 12,522.89% Mobile PVs 88,226 4,167 2,017.25% 86% of Social Referrals from Facebook Super46.com Microsite Stats Jan 1- Feb 5, 2012 Pageviews 375,981 70% of all PVs Unique PVs 246,501 Bounce Rate 35.00% Exit % 24.85%
- 27. Blog and VotingStats: Indiana Insider Blog Stats Jan 1- Feb 5, 2012 Jan 2-Feb 6, 2011 Δ Visits 109,912 13,145 736.15% Unique Visitors 68,892 10,136 579.68% Pageviews 164,566 20,346 708.84% Social Referrals 35,144 844 4,063.98% 88% of Social Referrals from Facebook Super 46 Sandwich Playoffs Votes Voting Open Votes Cumulative Votes Round 1 (46 to 16) 1/2 - 1/5 102,000 102,000 Savory 16 1/5 - 1/12 60,600 162,600 Appetizing 8 1/12 - 1/19 38,200 200,800 Fantastic 4 1/19 - 1/26 27,500 228,300 Delicious Duo 1/26 – 2/2 29,000 257,300
- 28. Restaurant Results • SchnitzelbankRestaurant (Winner) • Went through 100 lbs of Brats (~500-600 brats) each week • Three times more than usual for January • Rock Cola Café (Runner-up) • January sales up 40% from January 2011 • Sold more Mile High Clubs in 30 days than in past three years! • Triple XXX Family Restaurant (Fantastic 4) • Best January ever (Sales up 57% over 2011, up 30% over best Jan. previously) • Went through more peanut butter in 1 day than 5-8 usually •Steer-In (Savory 16) • Best day ever day before Super Bowl • Papa Roux (Fantastic 4) • Sold three days worth of pork in just one day after launch
- 29. Financials • Printed PieceDevelopment Costs: $14,500 • Development of Super46.com: $18,017.50 • Online Advertising (incl. Twitter): $16,500 • Promotion Expenses for Restaurants: $630 • Total: $49,647.50
- 30. Cost per… Total Costfor Promotion: $49,647.50
- 31. Final Thoughts • Foodis universal – what’s universal for YOUR industry? • Leveraging multiple channels and layering messaging can bring in new users & improve brand recall • Traditional media is not dead – great results via print/tv • Social media can drive huge traffic (31.4% of all visits) • Look for niche social networks like Instagram or Foodspotting • You must be mobile-ready (16% of pageviews)
- 32. Questions? Email: [email protected] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Website: Super46.com Founding Member: Indy
Editor's Notes
- #6 Indiana’s one of the few states with a budget surplus With 60% budget cut, we’ve had to work smarter and do more with less.