WHAT IS THE
MAKERS TRAIL PASSPORT
Since August 2022 SW Michigan has driven over 20,000 visits to 45 local stakeholders participating in their Makers Trail Passport using the Visit Widget challenges functionality. These visits have resulted in an estimated $160,000 in economic impact for participating businesses.
HOW IT WORKS
The Makers Trail Passport is made up of 3 tiers plus a bonus tier (Level 1, Level 2, Level 3 and MT Passport Bonus), each featuring 45 local Cideries, Wineries, Breweries and Distilleries as objectives along the challenge. Visitors can complete each level of the challenge to win up to 4 prizes, (a $15 gift certificate, a Makers Trail T-shirt, a Makers Trail Hoodie and a Makers Trail Yeti), by checking in at 10, 20 and 30 businesses respectively. The bonus level is awarded by providing proof of stay at one of the local lodging establishments within the region.
KEYS TO EXECUTION
The staff at SWMI worked directly with the 45 locations to ensure management and staff were fully aware of their unique check in code and how the program would benefit their business by driving visitor spending. After a guest completes a purchase, a staff member provides the unique code, and the visitor can check-in using the code to complete the objective (or stop along the trail).
SWMI requires login to participate which allows them to gather key information which can be used to distribute trail prizes. They took advantage of our Challenge Submission Custom Fields feature which captures T-shirt and Hoodies sizes as well as Name, Address, Email Address and Phone Numbers which they can use for future marketing promotions.
WHY WE LOVE IT
As marketers our biggest challenge is proving ROMI (return on marketing investment). By leveraging our challenges functionality and utilizing our powerful analytics and unique ability to measure check-ins at participating businesses along the trail, SWMI is able to directly measure and report revenue for this promotion back to their stakeholders.
For questions or more information, reach out to your account manager or contact us here.
