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NC’s Brunswick Islands were already generating tens of thousands of leads for potential visitors. But that’s where the process stopped. There was no method of identifying serious prospects from the crowd of qualified and unqualified prospects. And the ability to use the data effectively was hampered because it was stored in multiple places. We saw a tremendous opportunity to build a serious relationship with potential visitors by using the raw data in ways that NC’s Brunswick Islands had never imagined and to turn prospects into loyal, paying visitors to the islands.

 

The first step was to create a proprietary database management and integrated platform designed around the specific needs of NC’s Brunswick Islands. The program leverages the data, tracks it to increase conversions, houses it all centrally within one database and provides real-time information on activity at the NC’s Brunswick Islands Website. Then our marketing experts entered the picture. They analyzed the data and proposed methods of building strong relationships with potential visitors through a series of creative and personalized messages that speak to different prospects in highly customized ways, targeted to an individual’s interests and social behaviors. Now, NC’s Brunswick Islands has a good feel for who their most serious prospects are. Potential visitors feel a deeper connection because they receive ongoing communications that are relevant to them. And NC’s Brunswick Islands is able to monitor data in real time, instantly making changes in communications to respond to the financial and emotional environments as they happen. We call this marriage of marketing professionals and technology Dialog Management.

 

• NC’s Brunswick Islands have increased occupancy tax on average 31.04% per year since SMITH has been the agency of record.
• In May of 2008, when the economy bottomed, NC’s Brunswick Islands room tax increased 6%, while neighboring destinations decreased as much as 20%.
• Tax revenue has increased every year since we have been the agency of record.
• A February 2009 conversion study proves that the leads generated by interactive programs are yielding a conversion rate of 40%, even in this economy.

The real potential of an inquiry–the ongoing value of a visitor–is what SMITH brought to NC’s Brunswick Islands. Through SMITH’s system of Dialog Management, clients can engage and activate their inquiries as never before. Using considerate content and responsive messages, you will touch prospects on an emotional and very personal level and convert more leads to visitors. Fulfillment staff time and supplier cost were dramatically reduced by using the efficiencies of SMITH Dialog Management.

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