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Artful Insights: The Mint Museum’s Success Using GroundTruth Solutions to Drive Visitor Foot Traffic

The Mint Museum, an art museum in Charlotte, North Carolina, tapped into GroundTruth's innovative marketing solutions to connect with audiences in the area and increase foot traffic. In a one month time period, the campaign resulted in 998 visits, with an effective cost per visit of just $1.00.

Real-World Solutions

The Mint Museum, an art museum in Charlotte, North Carolina, is known for its impressive collections of art and contemporary works. To expand its reach and increase the number of visitors, the museum tapped into GroundTruth’s innovative marketing solutions to connect with audiences and drive foot traffic.
GroundTruth’s proximity targeting solution allowed the museum to deliver mobile ads to individuals near the museum. This precise approach ensured that the mobile ads turned proximity into an opportunity to visit the museum.
Over the course of just one month, this campaign yielded 998 visits, with an effective cost per visit of just $1.

Key Tactical Strategy

Location-based targeting was crucial for The Mint Museum, as museums and other entertainment venues often rely on local visitors as well as tourists to stop by and view attractions. With GroundTruth proximity targeting, The Mint Museum increased the likelihood of attracting people who were already nearby, and may have been open to attending a spontaneous event at the museum.

This approach also reduced wasted advertising spend on people who were far away from the museum, and consequently more unlikely to visit. The Mint Museum’s return on ad spend was demonstrated by an impressive effective cost per visit of $1.

Proximity Targeting

Proximity Targeting delivered mobile ads to users seen within a one mile radius of The Mint Museum’s two locations in Charlotte, North Carolina.

Real Business Results

GroundTruth and The Mint Museum’s campaign displayed impressive real-world results, with proximity targeting driving 998 new visitors to the museum in one month.
The most noteworthy result was the low effective cost per visit (CPV), at just $1 per visit. The measurable increase in foot traffic, while staying cost-efficient, highlights the value of leveraging location-based marketing for art museums and other cultural institutions that rely on high travel and tourism numbers to thrive.
These results show that The Mint Museum was able to optimize their budget, ensuring every dollar spent had a direct impact on increasing attendance. In a competitive landscape where tourists and local audiences may have a variety of entertainment and leisure options, these results point to the effectiveness of precision marketing in driving awareness, and ultimately boosting foot traffic through doors.
By the Numbers
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Effective Cost Per Visit

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Observed Visits
in one month

GroundTruth’s location-based targeting allowed us to reach relevant audiences in crucial moments and as a result, we saw a high increase in foot traffic during the month we ran our campaign. Most impressively, the cost per visit was very low, making GroundTruth’s solution both highly effective and budget-friendly. We were thrilled with the results and proud to have connected more deeply with both our local community and visitors that explored our museum from outside of the Charlotte area.
Clayton<br>
Clayton
The Mint Musem

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