The Miller family has owned the farm for almost 80 years. The farm offers horseback trail riding on the weekends, year round and weather permitting. There are many experienced trail guides and day camp advisers here at Miller Farms.
Challenge
To avoid over-targeting existing visitors.
Solution
A dynamically innovative digital media suite that allows users to be retargeted based on the tour they saw last and spent the most time viewing. This was done by introducing a contextual campaign to increase reach by showing prospective audiences the current, and most popular tour. In addition to that, we applied daily and lifetime frequency caps specific to each user in order to prevent overexposure.
Results
We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.
50% Increase
1000% ROI
Scott Miller
“These guys have built such a strong relationship with our organization that we consider them a vital part in our growth”
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