2009 Marketing Campaign generates economic impact of $60 million
Dec 5, 2009 – The Table Rock Lake Area Chamber of commerce held its Annual Meeting, Banquet and Silent Auction on Dec. 4th at the Chateau on the Lake. Results of the 2009 marketing campaign were announced during the annual meeting and were warmly received by the membership of the Table Rock Lake Area Chamber.
The marketing campaign created an economic impact of $60.6 million in visitor spending and generated incremental travel of 77,969 trips. The successful advertising campaign encouraged one in five people who viewed the ads to make a trip to the Table Rock Lake area. Nearly one third of viewers in the advertised markets had seen the ads. Based on the total cost of the campaign and the economic impact generated, the 2009 marketing campaign generated a return on investment (ROI) of $180 for each dollar spent.
Wyli Barnes, President and CEO of the Table Rock Lake Area Chamber of Commerce, said, “We are thrilled with these results. Table Rock Lake is a great destination and we are excited to share our message with a receptive audience. We look forward to the future as we continue to reach out to past and future visitors.”
For the first time in 2009, the Table Rock Lake Area Chamber, in cooperation with the State of Missouri and other marketing partners, invested $400,000 in television advertising in five major markets. The campaign was designed to promote awareness of the Table Rock Lake area and to invite potential customers to visit. At the conclusion of the marketing campaign, Table Rock Lake Area Chamber of Commerce invested in an ad effectiveness research program to measure the effectiveness of the marketing campaign and to insure that marketing dollars were being used effectively.
Demographic profiles of visitors to the Table Rock Lake area were also generated by the research. The average traveling party spent $777 during their trip. The average visitor to the Table Rock Lake area is 46 years old, has an income of more than $60,000 per year and is married. More than 70% of survey respondents use the internet to plan their trips. Visits to the Table Rock Lake Area Chamber of Commerce’s website as well as telephone inquiries for travel information have increased by 30% in 2009.
The research program to generate these findings was professionally done in August 2009 using an online survey of 1,378 people in the five advertised markets.
Jeff Justus, Chairman of the Board of Directors for the Table Rock Lake Area Chamber of Commerce, said, “This is an exciting time for the Table Rock Lake area. We are very pleased with the success of the year’s marketing campaign.”
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