Main Attraction Fishing Charters

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Main Attraction, one of the Florida Keys largest Sportfishing Fleets has been operating out of Key Colony Beach for over 30 years. They needed a platform that could compete with growing competition and constantly changing search engine requirements. Their new DigitalGrown powered website not only receives traffic from localized searches for fishing trips out of Key Colony Beach or Marathon Key but now also for fishing charter related search terms that cover all of the Florida Keys. DigitalGrown helped Main Attraction attract a demographically targeted audience on the Facebook platform and utilized a disciplined approach to managing their TripAdvisor listing by acknowledging customer feedback and achieving badges of excellence by providing great fishing trips to thousands of customers. The result was over 300% increase in site traffic and conversion of that web traffic into paying customers has never been better.

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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%.

0.09% CTR

20% less CPA

272% ROI

From The Client

“These guys have built such a strong relationship with our organization we consider them part of the family. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority. When your web developer goes out fishing with you dozens of times to get the shots he needs for your website you know you found something special.”

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