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Dividing Equals More

Between 2004 and 2006, Tennessee Department of Tourism engaged eBrains to deliver quantifiable and guaranteed visitor parties and economic impact to the state, while also building its marketing database for ongoing use.

Because of its diverse geography, history and attractions, Tennessee needed an effective way to reach potential visitors based on their interests and behaviors.  eBrains worked with Tennessee to identify six core visitor interests, then developed a multi-segmented PI Internet™ lead generation program to attract potential visitors and keep communicating with them about activities that matched their interests. 

Over three years, our follow up research also gleaned vital information allowing Tennessee to optimize efforts based on relative results for the different segments as well as for national vs. regional geo-targeting.   We learned which core interests had higher and lower correlation with the other interest segments, which allowed the state to communicate not only by primary interest information but also with secondary interests, as measured by actual traveling activity. 

By focusing on the core interests drivers that convert the highest and spend the most, Tennessee progressively improved its ROI and lowered its cost of acquisition for visitor parties. 

Research also verified the ongoing, Lifetime Value of eBrains inquiries beyond their first year of being communicated to.  2004 leads that remained on the list over the subsequent two years more than doubled the spending from the first year.  2005 leads almost doubled their spending after only one additional year of communications.  

The bottom line for Tennessee:
44%         Initial conversion rate to visitors for the 236,000 leads generated
156,000    Visitor parties, including second and third year travel
$164         Million in resulting visitor spending/economic impact
448 to1     Return on Investment, including second and third year travel