Turning a Local Gem Into a Weekday Destination Sensation
Since its founding, Peddler’s Village has been a Bucks County, PA destination mainstay — more than 2 million people visit each year for unique boutique shopping, foodie-friendly dining, and overnight stays at a bed-and-breakfast with an adjacent spa. Peddler’s also boasts Giggleberry Fair, an indoor family fun center complete with kid-friendly rides and games, as well as a rich bevy of weekend festivals.
Peddler’s turned to Garfield to help spread the word about its renovated inn and dining options, brand new brewery and distillery, and quirky local events, while boosting weekday traffic. While the Village’s brightly manicured paths received plenty of weekend visitors, they wanted to appeal to local parents, professionals, and anyone needing a weekday getaway, foodie flavor, or retail therapy. That meant not only getting folks out of the house or office Monday – Thursday, but also competing with other local destinations — like the famous New Hope — that were located closer to major highways.
The Garfield crew was excited to get started, as we’ve all enjoyed strolling through scenic Peddler’s Village. Now, we could share that passion with Bucks County through a multi-faceted digital campaign.
Meet Me At Peddler’s — Where Thursday’s the New Friday
As with any project, Garfield began by conducting research, studying local awareness, consumer sentiments, and what gaps we needed to fill with our digital campaign. We unearthed some important findings that would inform our approach: millennials, a demographic Peddler’s didn’t traditionally target, were one of their most interested markets, and awareness of recent updates to Peddler’s Village (in particular, the new distillery) was low. We also stayed at the Golden Plough Inn after an evening of drinks, dining, and shopping — you know, just to be thorough.
Garfield created two concepts — Thursday’s the New Friday (#TTNF) and Meet Me At Peddler’s — that encouraged residents and commuters in the target counties to channel their weekday spontaneity into a day at Peddler’s Village. The first phase, #TTNF, highlighted Thursday events and specials at the Village, while the second, Meet Me At Peddler’s, positioned Peddler’s as the perfect go-to-spot for celebrating life’s little wins, from toasting with friends at happy hour to celebrating milestones with playdates for the kids. The #TTNF promotion continued to promote Thursday events under the umbrella of Meet Me At Peddler’s, merging both phases into a weekday juggernaut.
We developed a distinctly Peddler’s look and feel for each phase of the campaign, both working together harmoniously, and executed through social ads, search and display advertising, email marketing, Patch.com and Bucks Happening outreach, Snapchat filters, and more. For Meet Me At Peddler’s, Garfield also wrote, designed, and produced a pump commercial to be broadcast at several strategically located gas stations, as well as across the Village’s social properties.
Did we succeed in making Thursday the New Friday? Was Meet Me At Peddler’s catching on? For answers to those questions, we’ll let the numbers do the talking.
Garfield wrote, storyboarded, and produced a video spot for social and pump ads, encouraging local residents to call their crew to say “Meet Me At Peddler’s.”
The Brand Action
Millions of Impressions, Thousands of Conversions, and Endless Social Buzz
After six months, the Peddler’s Village digital campaign had Google Analytics lighting up green across the board:
- The paid search campaign drove 3,001 clicks at a CTR of 9.50%, with 1,684 conversions
- Targeted ads generated more than 3 million impressions and 2,390 highly qualified sessions
- Facebook drove 39,234 sessions, 1,266 goal conversions, and 755 page likes, while Snapchat generated 6,400 geofilter views and Instagram netted 177 goal completions
- The Bucks Happening placement drove more than 900,000 impressions and 100 goal completions, while Patch drove 280 users to the #TTNF landing page
- Mobile traffic increased from the towns running the pump commercial, which reached 29,000 people
“Garfield has been a fantastic agency to partner with — they really listened when we shared our goals with them, and they exceeded expectations with their strategic vision, creativity, and hard work. Our digital campaign succeeded with flying colors, and business is good! We couldn’t be more pleased with Garfield Group.”
APR, Director of Marketing and Communication, Peddler's Village