Rethinking the Funnel: How Smart Targeted Marketing Is Changing the Game for Wisconsin Properties

By Jordan Kaminski, WHLA's Membership Director

In an industry where marketing trends shift as quickly as traveler behavior, one thing has become increasingly clear: the old playbook no longer applies.

To better understand how hospitality leaders are adapting, I recently sat down virtually with Brandon McConnell, Corporate Executive for Delavan Lake Lawn Management. Brandon and his team have long been strong partners of WHLA, particularly when it comes to Targeted Marketing campaigns.

​What followed was less of an interview and more of a holistic conversation about what’s working, what’s changing, and why collaboration, not competition, is shaping the future of hospitality marketing in Wisconsin.

The Funnel Isn’t What It Used to Be

“The marketing funnel we all learned is broken,” Brandon said early in our conversation.

It’s a bold statement, but one that reflects what many operators are feeling in real time.

With the rapid rise of AI, evolving traveler expectations, and the fragmentation of digital channels, traditional top-down marketing strategies are being replaced by something far more dynamic. Instead of guiding guests step-by-step through awareness to booking, properties now have the ability to meet them at any stage, often with greater precision than ever before.

That shift has opened the door for more flexible, targeted approaches, particularly for independent and boutique properties that don’t have the built-in brand recognition of national flags.
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And that’s where WHLA’s Targeted Marketing Programs have found their stride.

Low Commitment, High Impact

One of the most consistent themes from Brandon’s experience was accessibility.

For many properties, especially independents, marketing isn’t about massive annual budgets, it’s about making smart, incremental investments that can be tested, adjusted, and scaled over time.

“Low cost, low commitment… that’s what gets people in the door,” Brandon shared.

From week-long digital billboard placements to short-term digital campaigns like Google Search/Display ads and WisconsINN Getaways, these programs allow properties to experiment without locking themselves into long-term commitments. That flexibility is critical in a landscape where trends and performance can shift quickly.

But what keeps properties coming back isn’t just the accessibility.
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It’s the results.

Highway Digital Billboards

Google Ads

Wisconsin Lodging Directory

MPI Agenda Newsletter

Paid Social Media

WisconsINN Getaways Package

When Marketing Actually Works

“Financially, that’s what got us into it… but it’s not why we stayed,” Brandon explained.

Over time, his team began seeing tangible returns, not just in impressions, but in real-world recognition.

• Travelers mentioning billboards.
• Meeting planners referencing ads.
• Consistent visibility across key markets.

In fact, Brandon noted that their return on investment from WHLA campaigns was significantly higher than some larger-scale tourism efforts approaching nearly four times the return in certain cases.

That kind of performance speaks for itself.
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But what stood out even more was how those results were achieved.

Lake Lawn Resort (Delavan, WI)

Delavan Lake Resort (Delavan, WI)

Cover Contest = A Statewide Spotlight

One of WHLA’s most unique marketing opportunities is the Wisconsin Lodging Directory Cover Contest and its impact goes far beyond a single placement. Lake Lawn Resort was our 2026 Cover Contest winner and its sister property, Delavan Lake Resort, won in 2024.

With over 140,000 copies distributed statewide, the cover offers unmatched visibility. But for Brandon and his team, it represents something bigger.

“When you win that cover, you’re not just representing your property, you’re really a steward of what Wisconsin lodging is about,” Brandon shared.

The effort to earn that recognition often becomes a community-wide push, bringing together local partners to tell a broader destination story.

“It becomes a community-wide effort… you’re showcasing everything that makes your destination unique.”

That visibility creates a ripple effect, not just for one property, but for the entire region.

“There’s a ripple effect that goes way beyond just bookings. It creates awareness for the whole area and that benefits everyone.”

It’s a reminder that the most effective marketing doesn’t just promote a property, it elevates a destination.

Collaboration Over Competition

In markets like Lake Geneva, where multiple properties coexist within a shared destination, success isn’t about outshining your neighbor, it’s about telling a better story together.

“Guests don’t just want to stay in one place anymore—they want the experience,” Brandon said.

That means golf courses, restaurants, boat tours, and nearby attractions all become part of the same narrative.

And in that context, what might traditionally be considered a competitor becomes something else entirely: a value-added.

This is where WHLA’s co-op marketing approach plays a critical role allowing properties to pool resources, expand reach, and present a unified story that resonates far beyond a single hotel stay.

For independent properties especially, that kind of exposure may not be possible on their own.

More Than Just ROI

While performance metrics matter, and they absolutely do, there’s another layer to marketing that often gets overlooked.

Pride.

“There’s something about seeing your property on a billboard, in a magazine, or out in the world,” Brandon shared.
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• It’s the GM sending a screenshot to their family.
• The team celebrating a campaign launch.
• The moment where a property’s story reaches beyond its walls.

That kind of impact can’t always be measured in bookings, but it’s just as real.
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And just as important.

WHLA's WisconsINN Getaways Advertising Package: Featuring Dellshire Resort in website advertising, email newsletter, and social media posts.

A Platform Built for Members

At its core, WHLA’s approach to Targeted Marketing isn’t about selling ad space, it’s about creating opportunity.

• Opportunity for a small property in the Northwoods to appear alongside larger brands.
• Opportunity for communities to tell a collective story.
• Opportunity for members to test, learn, and grow without unnecessary risk.

As Brandon put it, when done right, these programs aren’t just another marketing option, they’re a differentiator.

Looking Ahead

As the industry continues to evolve, one thing remains constant: the need to connect with travelers in meaningful and authentic ways.

That might look different now than it did five years ago. It might involve new tools, new channels, and new strategies.

But at the end of the day, it still comes down to storytelling. And in Wisconsin, that story is stronger when it’s told together.

If you’re interested in exploring how Targeted Marketing could fit into your property’s strategy, I’d love to connect and help map out what makes the most sense for you seasonally, financially, and operationally.

Because there’s no one-size-fits-all approach.

Just the right approach for your property.

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Have a story, standout team member, or creative idea you’d like to see highlighted?
​Reach out to Jordan Kaminski at WHLA, we love showcasing the people behind Wisconsin’s hospitality industry. WHLA also offers email marketing, organic and paid social media packages, digital billboards, and Google Ads campaigns to help spotlight your property as we enter the summer travel season.

Explore the WHLA Targeted Marketing Program