Case Studies > Tourism > Alys Beach
Alys Beach’s 800% Engagement Boost with RMG
RMG’s analytic insights amplified Alys Beach’s market presence, attracting over 840,000 visitors to their website.
Highlights
800% Web Boost
Website visits jumped 800% year over year
6 New Markets
New, responsive feeder markets identified
200% ↑ Sales
Homesite sales grew by 200%
Sold Out
Rentals were full and available inventory sold out
Summary
Region
- Florida Panhandle
industry
- Tourism
Company size
- Medium
rmg solutions
- SmartPiXL
- Digital Marketing
- Modeling
about
In 2018 RMG started its relationship with Alys Beach, a seaside community in Florida’s Panhandle. With nearly seven years in existence, rave reviews and a host of designer awards, Alys Beach is a luxurious community that was looking to expand its market.
Challenge
The Alys Beach development team was seeking ways to attract visitors beyond their traditional core southeast market. With a master plan to develop 500+ homesites that would feature rental property, retail, restaurants and events, Alys Beach was poised to dramatically increase awareness both in primary feeder markets and new prospecting markets.
“Just having access to the data that we can capture through SmartPixl alone puts us ahead. You know, I’ve been doing this for a very long time, mostly in tourism, and I’ve never had the access to the type of data that we have through SmartPixl and being able to establish relationships with those people and then track their customer journey.”
strategy
While the client had traditionally seen Atlanta, Nashville and Birmingham as “feeder” markets, data analysis showed that Dallas, Houston, Orlando and Miami were hotbeds for prospect marketing. RMG then developed a multichannel ad campaign integrating digital ads, Facebook and opt-in email to test model recommendations.
solution
Since April 2020, the multichannel campaigns have driven over 840,000 visitors to the website (a 800% increase YOY) and confirmed Texas and central Florida as highly responding markets. In the midst of the crippling COVID pandemic, rental bookings were completely full, homesite sales were over 200% of comps and all available inventory was completely sold.
Ongoing testing and messaging continues, as RMG and Alys Beach continue to focus on identifying and engaging with those target consumers that align with the profile that has been developed by the use of primary research, data hygiene and data appending, predictive modeling and multichannel campaigns.
results
Through models and SmartPIXL, the three primary feeder markets were found to need an expansion. Alys Beach should also market to Houston, Dallas, and Chicago. SmartPIXL reported that Houston and Dallas households fit the criteria and were always in the top 5 markets. Along with the new core markets, tertiary markets were identified in Miami, Orlando, DC, and more. Florida was originally written off as a market, but there was much interest in their own state for owning homes in the panhandle. Non-US homeowners are also interested in the panhandle.
Ready to Transform Your Marketing Performance?
Our experienced team is here to help you increase customer engagement, increase return on ad investment, enhance your marketing data, and get improved marketing performance.