inbound marketing: weber's case study
DESCRIPTION
An example of the power of inbound marketing in driving results, generating leads, and increasing customers.TRANSCRIPT
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CASE STUDY: WEBER’S INN WEDDINGS
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WHO IS WEBER’S INN?
WEBER’S INN IS A BOUTIQUE HOTEL AND RESTAURANT IN ANN ARBOR. THE HOTEL BOASTS TWO BALLROOMS FOR SPECIAL EVENTS, INCLUDING WEDDINGS. WEBER’S OFFERS CUSTOM WEDDING PACKAGES FOR COUPLES LOOKING FOR A VENUE IN THE AREA.
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THE CHALLENGE
LOW CONVERSIONS
$$
SLOWGROWT
HINEFFECTIVEMESSAGING
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THE CAMPAIGN: WEDDINGS
THE OFFER: EXPERT WEDDING INFORMATION TO HELP COUPLES PLAN
THE GOAL: TO INCREASE WEDDING LEADS AND HELP WEBER’S BOOK MORE WEDDINGS AND RELATED EVENTS
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1. RESEARCH THE CHALLENGE2. CREATE A COMPREHENSIVE DIGITAL STRATEGY:
TARGET AUDIENCE, PERSONA TARGETED MESSAGING + OFFER(S) BEST CHANNELS + PLATFORMS COHESIVE SCHEDULE
3. ENGAGE AND DRIVE RESULTS4. TEST, TRACK + REFINE
THE INGENEX PROCESS
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TARGETED LANDING PAGE
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TARGETED LANDING PAGE
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TARGETED LANDING PAGE
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TARGETED EMAILS
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TARGETED EMAILS
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TARGETED SOCIAL
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RESULTS
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2013:2012:
WEDDING HOMEPAGE VISITS
+ 43.55% + 21.52%
11/30 12
/512
/1012
/1512
/2012
/2512
/30 1/4 1/9 1/14
1/19
1/24
1/29 2/3 2/8 2/1
32/1
82/2
32/2
8 3/5 3/10
3/15
3/20
3/25
3/30
0
50
100
150
200
2011 2012 2013
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LAND PAGE CONVERSION RATES
*data since November 12, 2013 (pages pushed live)
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:
31.2%
23.1%
18.9%
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EMAIL OPEN RATE
*data since November 12, 2013 (pages pushed live)
75.7%
67.4%
62.4%
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:
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EMAIL CLICK RATE
*data since November 12, 2013 (pages pushed live)
43.5%
39.9%
32.6%
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:
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SUMMARY
SINCE THE LAUNCH OF THE WEBER’S CAMPAIGN, INGENEX HAS SIGNIFICANTLY INCREASED WEDDING TRAFFIC AND QUALIFYIED LEADS. IMPLEMENTING A PERSONALIZED, TARGETED CAMPAIGN HAS INCREASED THEIR SALES.