Bureau Marketing Efforts Produce 360% ROI

 

Conversion study measures inquiries that convert to Cumberland County visitor spending

August 2011

Greater Fayetteville – For every dollar the Fayetteville Area Convention & Visitors Bureau (FACVB) invests in marketing to potential leisure visitors, visitors spend $3.60 in Cumberland County. This is one of the key findings of a visitor inquiry conversion study recently completed by Smith Advertising for the FACVB.   

 
The study shows that high levels of potential visitors inquiring about the area convert to visitors (between 42% and 62%). This figure mirrors results from the January 2010 conversion study.
 
Other key findings:    
·         84% of respondents said the Fayetteville Area Destination Guide was very to extremely helpful in planning their visit. 

·         Due to an increase in both group size and length of stay since the January 2010 study, the value of each inquiry increased significantly (by $379), from $1,404 to $1,783.
 
·         Total spending attributed to these inquiries is projected at $4.5 million.
 
·         The majority of converted visitors are 35-54 in age and 53.5% had incomes between $50,000 and $100,000.
 
·         Outside of North Carolina, the top states of visitor origin were Virginia, Maryland, District of Columbia, Delaware and Pennsylvania.
 
·         The three most frequent primary purposes for visiting were visiting family and friends (25.7%), relocation (20%) and military (11.4%)

            “Our integrated marketing approach coupled with research led to developing products and programs our visitors can identify with,” says John Meroski, FACVB president and CEO. “It further illustrates that all economic development begins with a visit.”  
 
About the FACVB:
The Fayetteville Area Convention & Visitors Bureau is a private, not-for-profit organization responsible for positioning Fayetteville/Cumberland County as a destination for conventions, sporting events and individual travel. For additional information, visit www.visitfayettevillenc.com or call 1-800-255-8217. Fayetteville/Cumberland County is America's first military sanctuary. Through the Army's Army and other volunteer groups, our citizens and businesses are dedicated to “watching over those who watch over us ©.”
 

Press Contact: Melody Foote (mfoote@visitfayettevillenc.com), 888-98-HEROES