American family fun electric go-kart racing center revs up online presence by combining direct mail and digital marketing
Case Study Objective
To reach potential new customers who live in the area and get the message out about IndyKart Raceway in Rochester, NY, an indoor electric go-kart track. They offer an exciting day out for groups of all kinds, including families with kids, birthday parties and corporate events. The marketing campaign goal: to generate more foot traffic, expand online presence exponentially and bring more money through the door.
Strategy
While their print campaigns were working well, IndyKart wanted to showcase the racing experience and connect with its rapidly growing online customer base. Selling annual memberships, appealing to a younger demographic and attracting locals were IndyKart’s key growth areas. Combining print and digital display ads aimed at a demographic of adult racers 18-44 with kids aged 10-18 interested in racetrack entertainment. The campaign consisted of full- and half-page ads, spotlight advertiser, mega sheets and online deals with location-targeting of 9-10 specific ZIP codes per campaign, with deals and discounts such as:
- $20 (reg. $40) for 1 race for 2 people
- $5 off 1 standard race
- 20% off any corporate party booking
- $5 off any membership
Results of the Case Study
Scott Kreutter, who owns IndyKart Raceway with his wife Allison, was very happy with the local go-kart business advertising / marketing strategy results that drove in new karting facility customers both in store and online:
Our results for direct mail plus digital have been incredible. Direct mail drove more than 440 new customers within months. And by adding digital, we’ve now seen yet another percentage jump in new customers. Digital is the way a lot of the world is leaning right now. Digital ads connect to our existing customers, plus they bring in new customers who are exclusively online.”
– Scott Kreutter, Owner
Ad Visual
