Upon stepping into the grand entry of the historic Franklin Hotel you are transported back in time to the turn of the 20th century.<\/h2>\n <\/div>\n \n <\/div>\n <\/div>\n<\/div>\n\n\n

For nearly 25 years, we have partnered with the Silverado on their advertising efforts. Those efforts have primarily been focused on a traditional strategy of print advertising, billboards, television and radio spots to reach an older audience. <\/p>\n\n\n\n

However, the marketing landscape has shifted quite dramatically over that timeframe and as a result, our recommended executions have shifted as well. <\/p>\n\n\n\n

The Aging-Out of Traditional Gamers<\/h2>\n\n\n\n

The Silverado-Franklin\u2019s primary audience is older, more affluent and regionally based. However, that older audience isn\u2019t being replaced by a younger audience with the same spending habits, at the same rate. That begs the question, how can the Silverado-Franklin appeal to new, younger gamers.<\/p>\n\n\n\n

Hedging Bets on a Younger Clientele<\/h2>\n\n\n\n

Since there\u2019s more to the Silverado-Franklin than just gaming, we decided to target a younger audience and promote to their interests via the channels they follow. Given that this demographic are \u201cdigital natives\u201d, refining the campaign with all the technical \u201cbells and whistles\u201d allowed us to optimize our messaging and ad targeting. Our goal was to create a super productive ad buy. <\/p>\n\n\n\n

We implemented a Google AdWords SEM pay-per-click advertising campaign to drive traffic to the client\u2019s website focusing on dining and poker.<\/p>\n\n\n

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The Result<\/h2>\n\n\n\n

The Silverado-Franklin saw an astounding 26% interaction rate (rate people clicked compared to total impressions) with their Google Adwords buy. To put things into perspective, the average rate for these types of ads is 2%. The efforts resulted in more dining conversions to their buffet and steakhouse.<\/p>\n","protected":false},"featured_media":1095,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[10],"class_list":["post-1076","work","type-work","status-publish","has-post-thumbnail","hentry","tag-media-planning-placement"],"acf":[],"yoast_head":"\n