In the vast digital landscape, visibility is the key to success. With millions of websites vying for attention, how does…
Marketing success for holiday pop-up series
Using omni-channel marketing strategy and consultation for holiday pop-up event SNOWDAY in DFW.
From Startup To Success: Launching & Scaling SNOWDAY
From the creative minds of Bayer Brothers Sets and MOTUS Booth came the immersive holiday pop-up series SNOWDAY. Located at the Plaza at Preston Center, guests navigate their way through an imaginative winter wonderland of festive photo ops, enchanted rooms, interactive spaces, and more.
Anderson Collaborative began work with the SNOWDAY in the early conceptual stages. Inspiration for the project came from unique experiential locations such as Candytopia, Museum of Ice Cream, and Meow Wolf. The concept expanded from this inspiration into fruition with plans of a unique and immersive holiday photo and sensational experience unlike anything currently out there in the marketplace.
Immediate challenges included coming up with a strategy at both a marketing and conceptual level that would build brand awareness quickly and entice visitors to come to the event. Additional challenges included organizing strategic planning and media planning efforts effectively on a limited budget and getting the word out through press appearances/news articles and by word of mouth. Lastly and perhaps the largest challenge was taking a limited advertising budget and applying it in a way that would provide as much return possible.
Challenges: Marketing strategy, budget constraints, media planning, and brand awareness
Creating an innovative and immersive holiday pop-up event, SNOWDAY, faced multiple challenges. Initial hurdles included formulating a marketing strategy for quick brand recognition, media planning with limited resources, and generating word-of-mouth buzz. Maximizing a tight advertising budget was another major obstacle.
Leveraging multiple marketing channels and budget optimization to maximize brand awareness
Anderson Collaborative devised an innovative solution to tackle SNOWDAY’s challenges. With a limited budget, they crafted a comprehensive marketing and conceptual strategy to swiftly boost brand recognition. Leveraging diverse marketing channels and methods, they effectively heightened awareness of the event.
GROWTH FUELED BY PAID MEDIA & RETENTION
Our team at Anderson Collaborative was successful in helping the SNOWDAY build awareness for the event in a massive way using as many marketing channels and advertising methods as possible.
Total Digital Impressions: 3,047,423
Facebook: 1,640,439 impressions
Instagram: 543,463 impressions
Google Ads: 456,148 impressions
Snapchat: 350,000 impressions
Email: 3,009 impressions
Snowdaydallas.com Search Views: 18,000 impressions
Twitter: 36,364 impressions
Unable to fully account for Digital Press, Influencer, and Social Mention Impressions.
49,652 web users
62,997 unique sessions
127,489 unique page views
Our team began work by assisting in the development of branding, marketing messaging, positioning, and design material for the event. Our consultation efforts were guided by our SOSTAC marketing/strategic planning approach and our team built out an extensive document outlining each detail of the SOSTAC plan.
Large amounts of competitive analysis was done to get a better understanding of their customer demographics, website traffic, website structure, promotional strategy, digital marketing efforts, search engine optimization, and ticketing managment.
Careful financial analysis was conducted to ensure that we were meeting necessary key performance indicators to provide the ROI we were looking to achieve through marketing efforts.
Extensive market research was conducted to help us percisely segment our target demographic and to send out marketing messages to the right individuals.
Beyond our efforts building brand equity over the years, our public relations strategy has secured them a plethora of mainstream media attention including pickups from Yahoo Finance, Business Insider, Market Watch, Morningstar, Benzinga, the Dallas Morning News, Texas Monthly, and more. Combined with the continued sales growth of the brand, our paid media efforts to date have been directly attributed to over $2.8 million in sales.
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Colabrio believes a team of creatives who are excited about unique ideas and help digital and fin-tech companies. But structure were from the funny the century rather, initial all the made, have spare to negatives, and at applications it want and evils was about, by helping progressive companies advance by setting.
MEET THE SUBJECT MATTER EXPERTS
Just a few of the talented folks on our agency team that made this project a success!
— Cole Feigl
Client Lead Strategist | Brand Vision & Direction
— Nazareno Castro Bay
Growth Marketing Strategist
— Nick Williamson
— Ben Hamner
— Kristen Skladd:
— Trevor Anderson
Paid Media Planning | Growth Marketing Strategy Lead
— Wesley Hibbs
Web Design & Development
— Claiborne Myers
— Kate Voskova
— Gregorio Palacio
— Doug Bryson
Advertising Director | Paid Search Marketing
— Dan Coria
Web Design & Development
— AJ Aguirre:
— Dasha Canfield: