Nuts & Bolts - Case Study: Making Vegas.com the Odds-On Favorite
The signs, and the rest of the promotions, did seem to point the target audience toward Vegas, says Bryan Allison, Vegas.com’s vice president of marketing.
“Obviously, we were trying to combine brand elements with a direct response type of event,” he says. “I mean, our business name is already kind of a call to action. So having
Vegas.com all over the place and in your face like that provides a really strong call to action. And then we added, this year, 1--LAS-VEGAS, the phone number, to again reinforce the activation that people could take immediately upon seeing everything.”
Allison explains that, mostly, the toll-free number accommodates impulse shoppers, while the Web has a more long-term effect on brand awareness and sales.
“We’re not a Coca-Cola or some enormous company that can just do brand advertising,” he continues. “We always have to have a strong call to action in everything that we do. And we did see our orders increase about 30 percent over the prior four-week average. … So that shows that we did have an immediate impact. And then … there’s always a tail effect to it, as well, because people are exposed to the brand. They’re exposed to the ways that they can reach us.”
Dan Hippler, Vegas.com’s director of marketing, adds that there’s a reason Las Vegas speaks to slam dunk fans. There’s a reason Vegas.com got 30 percent more phone calls than usual and 60 percent more on the day of the event.
“It does fit our demo nicely,” Hippler says. “A lot of different kinds of people come to Vegas. But a lot of people that are into sporting events tend to come to Vegas more often [and are] pretty high-value. So it fits both into that demo and psychographic profile that works really well for us. And … [the contest’s] proven out, so we continue to do it.”