How Targeted Facebook Ads Helped Cragun’s Resort Increase Booking Requests by 500%

case-studyCurrent Situation:

Cragun’s Resort is a family owned resort and hotel in Brainerd, MN with a focus on family fun. Situated on Gull Lake, Cragun’s is a hot destination for fishing, boating and relaxing on the beach.  They also have a spectacular 45-hole golf course that’s consistently rated one of the top in the US, and a fine dining restaurant for guests to enjoy.

Cragun’s Resort is consistently booked months in advance for weekends and holidays, but are consistently not at capacity during weekdays.

Objective:

Cragun’s would like to increase reservation requests during the mid-week lull. They have special offers for weekday stays, but want to increase the visibility mid-week specials received via online channels.

Google paid search ads had resulted in a higher than average cost per lead and lower lead quality than expected.

Solution:

TopRank Online Marketing partners with Cragun’s on organic search and social media consulting efforts. Due to their very active presence and engaged audience on Facebook, TopRank Marketing recommended that Cragun’s augment their organic strategy with some Facebook ads to better connect with their existing audience. Remarketing ads on Facebook would allow Cragun’s mid-week promotions to reach an audience of consumers already interested in Cragun’s.

The remarketing budget focused on targeting an audience who had visited late in the funnel, high converting pages on Craguns.com, who would be most likely to make a reservation. TopRank Marketing further refined targeting by honing in on certain audience characteristics (i.e. specific demographics and interests) that would be most likely to be interested in mid-week specials. Messaging and ad copy was crafted to promote discounts and create urgency as various promotions launched and ended throughout the summer.

Results

  • 500% increase in Reservation Requests YOY
  • 4x lower cost per lead than the average paid channel
  • 568 Shares & Likes on Facebook

fb-craguns