The initial situation
A large hotel chain appointed big
mouthmedia after an intensive, competitive pitch against other leading web marketing agencies. The big
mouthmedia Online Media Planning service was chosen to generate online bookings, increase visitors and increase brand awareness.
The aim
- The client was generally satisfied with their previous campaign; however, they were looking for more. The new aim was to increase the number of online bookings and contacts for the client, as well as to broaden their reach.
- In addition, the CPO (Cost Per Order) was to be improved, i.e. lowered.
The approach
To achieve the objectives we approached the project in two stages.
- Phase one was dedicated to increasing the existing reach. Investigations were initially carried out to establish whether any additional suitable target groups could be approached. This led to a significant quantitative increase in the panel of selected advertising sites and continuous result tracking was used to compare the results. Depending on the findings, the individual web partners were either utilised further or dropped.
- Phase two was used to increase the conversion rate and the overall number of effective bookings. At the same time, a close watch was kept on the costs incurred. The advertising methods were varied and subsequently optimised in order to increase click-through and booking results. Moreover, to rapidly improve the results while minimising risk, continuous variations in advertising focus were used.
The results
Whereas the number of page impressions roughly doubled, the number of website visitors almost quadrupled - so responses increased quite significantly. The quantitative increase also provided another benefit, as the additionally generated visitors included both interested window-shoppers and a large proportion of qualified users. They pursued specific booking enquiries or even booked online, which led the number of bookings to triple. To put it another way: nearly 7% of new visitors to the site became customers - an extremely high rate! Conversely, the activity's CPO dropped to 41% of the value at the outset.
The perspective
We are assuming that the increase in brand awareness will be permanent. The same applies for the quantitative increase in online bookings, based on the progressive qualification of website visitors.
