Conversion Study Confirms CVB’s Mission
Posted: Dec 11, 2009
Lewisburg, WV (December 11, 2009) – The Greenbrier County Convention and Visitors Bureau (CVB) underwent a conversion study in November to analyze the effectiveness of its marketing activities. The study found that, upon receiving visitor information in the mail, more than one quarter of all recipients visited the Greenbrier Valley.
The conversion study was the first of its kind to be administered at the CVB. “We are truly excited about the results of this study,” said Kara Dense, Executive Director of the CVB. “It confirms for us that our marketing efforts are working. For every marketing dollar that we spend, we receive a nearly $36 return on investment, and over the past two years, that translates into a $35 million dollar economic impact for Greenbrier County.”
The study, administered by SMITH Advertising, a hospitality consulting firm located in Raleigh, NC, surveyed more than 500 people who requested information from the CVB over the last two years. Statistics from the survey found that:
* Nearly 96 percent of visitors said they would visit again.
* 75 percent of respondents were repeat visitors.
* Visitors estimate an average expenditure of $209 per person per day for lodging, meals, shopping, admissions and local transportation.
* On a scale of 7, visitors’ average enjoyment level rated 6.5.
* 46 percent of respondents visited the area for a family vacation.
* 86 percent of respondents’ primary activity while visiting the area was for relaxing/enjoyment.
*Results show the CVB has a very high consumer base.
“The very strong conversion rates are a reflection of both the vibrant area and the well-positioned marketing efforts of the CVB,” said Jack Yager of SMITH Advertising. “Compared to other destinations across the country, the Greenbrier Valley is achieving a high return on their tourism promotion investment.”
Valued at $10,000, the CVB won the conversion study through a drawing with the Southeast Tourism Society, a travel organization for which it is a member.
To see a copy of the conversion study, click here or call the CVB at 304-645-1000.
About the Greenbrier County Convention & Visitors Bureau:
The CVB’s mission is to strive each day to positively impact the area’s economy by marketing the region as a premier tourist destination. The Greenbrier Valley is the second most visited region in the state with 1.3 million visitors annually and an economic impact of more than $223 million.
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