To say that this has been a trying year for residents in Minot would be an understatement. The June flood destroyed homes and business, disrupted lives and the life of the ‘Magic City.’ Two of Minot’s signature events, the North Dakota State Fair and Norsk Høstfest, were impacted. The Fair, which was to be held at the end of July, was canceled. For its part, Norsk Høstfest had to recalibrate its marketing strategy in order to be ready for its annual start at the beginning of October. And that’s where KK BOLD came in.
The annual Scandinavian festival has always depended on the generosity of Minot residents in opening up their homes to guests. But the flood made this impossible by impacting homes and hotels, leaving many frequent Høstfest visitors wondering what to expect for the 2011 event.
KK BOLD developed a targeted and aggressive online marketing campaign to get the word out about this year’s event. KK BOLD created an online marketing budget divided between Google Adwords and Facebook with a focus on individuals who could make day trips to Minot and who lived in the surrounding area, particularly in the markets of Minot, Rugby, Stanley, Williston and Bismarck/Mandan. Google Adwords allowed us to create specific terms relating to the Norsk Høstfest for easier searching and faster answer delivery. Facebook ads reached out to the event’s key demographics. We developed four main messages centered on pricing, shopping, food and culture. Within each of these four messages there were multiple complimentary messages addressing specific common questions. These multiple messages allowed us to develop a total of 13 online banner ads.
As expected, the numbers of visitors were down for this year’s Norsk Høstfest. But thanks in part to aggressive marketing, Norsk Høstfest vendors enjoyed record sales. KK BOLD’s work on behalf of Norsk Høstfest is a model of what can be achieved through aggressive online marketing. And it’s a further testament to the flexibility and durability of advertising on the World Wide Web.