A. Washington State Fair Media Plan: Retargeting and Reducing Media Buy Leads to Record Revenues for the 2014 Washington State Fair
• Goal: To improve the bottom line by reducing ad spend by 15% and targeting media on King County and North Puget Sound vs. Pierce and South King Counties.
• Results:
—Highest Fair revenue since pre-2000.
—King County contributed nearly 30,000 new users to the Fair and Snohomish County nearly 20,000. Everyone who attended the Fair from Pierce County had been there in the past.
—Record concert attendance.
• Summary
—The desired growth in King and Snohomish Counties was realized.
—Media retargeting allowed the client to spend fewer ad dollars while achieving revenue growth, with only positive impacts.
