Nestled in the heart of rural West Virginia, Stonewall Resort offers an idyllic setting that seems almost too good to be true. However, even paradises face challenges. In a market dominated by digital platforms and intermediaries, the resort's sales team grappled with an over-reliance on 3rd party platforms. The journey from facing this daunting challenge to achieving an astounding 36:1 ROI offers valuable insights into the transformative power of relationship marketing.
Stonewall Resort, a picturesque venue nestled in the heart of rural West Virginia, faced a significant sales challenge. Their reliance on 3rd party platforms like Knowland, Teneo, and CVENT to fill their event bookings was costly and failed to provide the expected influx of wedding, meeting, and event inquiries. While being an attraction, the resort's unique location also posed challenges in consistently drawing events.
Recognizing the potential of relationship marketing, Stonewall Resort partnered with Lure Agency to redirect its sales approach. Lure Agency introduced a tailor-made strategy centered around highly relevant educational content through blog content and humanized touchpoint emails from each sales team member. This content wasn't just promotional – it was designed to guide, educate, and nurture potential clients through their decision-making process.
The underlying principle was simple yet powerful: Real human connection. By emphasizing the authentic, personal touch, Stonewall Resort positioned itself as a venue and a partner in creating memorable events.
The change in strategy was not just effective; it was transformative. The resort achieved a staggering 36:1 ROI, a testament to the power of genuine relationship marketing. More than just numbers, the quality of leads improved dramatically, resulting in a leaner sales team that could operate more efficiently and effectively.