Project summary
Back in 2013, we had some visitors to our shop by the Mall of Georgia to talk about something we had never done before. They wanted us to market their annual fall festival. We sat around our conference table with the festival organizers and started brainstorming ideas on just how to do that. The goal was simple: bring more vendors and visitors to the Duluth Fall Festival.
We decided that the Duluth Fall Festival had the same problem many businesses have. It was a brand awareness issue. Many people living and working in and around Duluth simply did not know the festival existed, or they knew about it but were not aware of when it was.
The strategy
Everyone agreed that the most effective way to market the festival was through social media marketing. To that end, we began a campaign to get their Facebook page more likes, and from there we worked to get more engagement. Once we got closer to the actual time for the festival, we began running Facebook ads to let more people know when it was, along with details about attractions, music, parking, and more.
Proven results
The organizers of the Duluth Fall Festival were so pleased with the results of our marketing efforts the first year that they have rehired us every year since. Since we first got started, we have:
- Helped their page reach an excess of 21,000 page likes.
- Delivered ads June through September at right around $0.16 per event response, well below the $1 average for Facebook.
- Run a post-festival ad in October for website visits to gain volunteers and sponsors, seeing 447 website clicks at $0.34 per click.
- Reached over 155,000 people with the event ads we put out in 2019.
- Increased their social media reach by 399% in the very first year.