Pitching Together: Cross-Promoting Parks Reservations Products
Cross-promoting products and services during a customer’s journey can be a game-changer for expanding adoption and introducing new offerings to a highly relevant audience. At the heart of successful cross-promotion is a focus on relevancy: matching customers’ immediate interests with tailored suggestions, adding value to their experience while boosting sales.
Cross-Promotion Relevancy is Key
When a promotion is relevant to a customer’s purchase journey, it holds greater impact and resonates with them, creating a sense of added value.
Brandt learned valuable lessons in cross-promotion through our efforts with the South Dakota GFP Park Entrance Licenses.
As an example, Brandt collaborated with South Dakota Game Fish & Parks (GFP) to increase customer satisfaction during their peak reservation surge in February 2024. In South Dakota, in addition to a campsite reservation, customers need a Park Entrance License (PEL) which is printed and mailed by GFP staff. Customers typically wait to purchase their PEL until the weather starts to warm, which causes a backlog of fulfillment obligations for the agency and slower delivery timing for the public customer.
Brandt and GFP implemented a cross-sell option on reservation purchases to suggest that the customer also purchase a PEL during checkout. The goal was to bring in the PEL sales earlier in the year in order to smooth the fulfillment spikes for GFP staff and streamline the reservation process for public customers – and it was a success! We created two spikes in PEL sales much earlier in 2024 than in 2023 which aligned with GFP’s big reservation opening windows where the cross-sell had the most exposure.
Combining Data from Parks & Licensing for Powerful Marketing
Cross-sell opportunities are not limited to just parks reservations. Cross-divisional opportunities allow shared audiences from sister divisions or departments to expand the market reach into untapped user segments.
Cross-promotion opportunities multiply when data from park reservations and licensing systems are integrated into a downstream Marketing Automation CRM. By blending parks reservation data with licensing information, you can create targeted campaigns, such as sending fishing license offers to parks reservation customers who frequent areas with lake or river access.
Segmenting audiences based on interests amplifies the impact of email marketing. Campaigns targeting public customers with a history of purchasing fishing privileges or visiting parks through online systems resulted in higher engagement rates than broad campaigns.
Leveraging Marketing Automation CRM
Brandt’s Marketing Automation CRM ingests customer license and reservation permit data, and can automatically trigger a follow-up email promoting fishing licenses or gear rentals before their stay. This approach boosts sales and enhances the customer’s trip by aligning with their planned activities.
A suggested marketing automation play for park entrance license purchasers includes a drip campaign that delivers helpful resources — tips on rv camping, tips on wildlife viewing, a reminder to buy a fishing permit, suggested park merchandise to purchase, or information about an event they can register for online.
Digital Advertising
Digital advertising provides an opportunity for reservation promotions without needing direct customer data. Google search behavior, for example, lets us target users searching specific topics, such as “camping in South Dakota” or “reservations for state parks.” With this approach, we reach potential customers who may not yet have a fishing or hunting license but who are searching for related outdoor activities.
Maximizing Engagement Through Data-Driven Cross-Promotions
Through thoughtful cross-promotions, reservations and licensing systems can expand product adoption and enrich customer experiences. By focusing on relevancy and using data integration across parks and licensing platforms, we build compelling customer journeys that resonate with their interests. The result is a win-win: customers discover services that enhance their outdoor experiences, while agencies and vendors see increased engagement and revenue.
As Brandt continues exploring cross-divisional partnerships, leveraging seasonal events, and implementing digital advertising, we can grow our audience in innovative ways, reinforcing the appeal of outdoor recreation for every type of adventurer.
