Audio Advertising & Measurement

AudioGo

"Platform for creating and managing audio ads."

It lets you create and manage audio ads across streaming platforms, radio, and podcasts, targeting specific demographics.

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BlurbSTAR Case Study

AudioGO & Boar's Head Resort

Multichannel strategy for effective event promotion.

250

Tickets sold covering costs

98%

Listen-through rate on AudioGO

Situation

Client's Need for Off-Season Boost

The client, Boar's Head Resort, an award-winning hotel located in Charlottesville, VA, faced a challenge common to many hotel businesses: down seasons with low occupancy rates. To counteract this, they organized weekend events aimed at attracting local vacationers. A particular event, 'Bubbles, Brews, and BBQ,' needed promotion to boost off-peak room sales. Boar's Head Resort was in search of effective marketing strategies to reach audiences in nearby drive markets and increase bookings.

Task

Promote Local Vacationer Event

The task was to promote the 'Bubbles, Brews, and BBQ' event effectively to potential customers in nearby driving distance areas. This meant reaching a specific demographic of male listeners aged 25 to 65+ who were likely to attend the event. The goal was to maximize the number of people attending the event and increase the resort’s bookings during the off-peak season by using an effective marketing mix.

Action

Multichannel Marketing Implementation

Boar's Head Resort utilized AudioGO to create a 30-second digital ad spot within 24 hours. They targeted male listeners aged 25 to 65+ in specific locations within driving distance of the resort. The audio campaign was complemented by specifying popular commuting genres like country music and classic rock, and podcast genres such as sports and news. Simultaneously, they ran a Facebook/Instagram campaign targeting a lookalike audience. This multichannel approach was designed to effectively engage potential customers across different platforms, maximizing reach and impact.

Result

Significant Increase in Engagement

The combined use of AudioGO and Facebook resulted in a significant uptick in room nights for the weekend event. Approximately 250 tickets were sold, covering the costs and generating profit. The multichannel strategy led to substantial metrics: AudioGO achieved a reach of 20K, 31K impressions, and a 98% listen-thru rate, while Facebook/Instagram garnered a 55K reach, 89K impressions, and 3,900 link clicks. The combination effectively drove word-of-mouth marketing and ensured high engagement and attendance for the event.

Keywords

MULTICHANNEL MARKETING

STREAMING AUDIO ADS

FACEBOOK ADS

AUDIOGO

BOAR'S HEAD RESORT

EVENT PROMOTION

TARGET DEMOGRAPHICS

AUDIO ADVERTISING

DIGITAL MARKETING

MARKETING STRATEGY

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