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Inbound Marketing: Weber's Case Study
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Inbound Marketing: Weber's Case Study

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An example of the power of inbound marketing in driving results, generating leads, and increasing customers.

An example of the power of inbound marketing in driving results, generating leads, and increasing customers.

Published in: Marketing, Business

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  • This is the same as TS??
  • I don’t have access into Weber’s social
  • Kate and I discussed and decided to pull info from December thru March since those are the full months we’ve had the new page active.
    WEDDING PAGE (2011 & 2012 ARE OLD, 2013 IS NEW)
  • Done since Nov. 12 – pages pushed live

    Landing page:
    Complete wedding package landing page – 31.2% submission rate;
    planning guide landing page 23.1% submission rate;
    venue comparison 18.9% submission rate;

  • Email page:
    75.7% open rate and 43.5% click rate – complete wedding package email
    Planning guide 67.4% open, 39.9% click rate
    Venue 62.4% open, 32.6% click

  • Email page:
    75.7% open rate and 43.5% click rate – complete wedding package email
    Planning guide 67.4% open, 39.9% click rate
    Venue 62.4% open, 32.6% click
  • Transcript

    • 1. CASE STUDY: WEBER’S INN WEDDINGS
    • 2. 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.
    • 3. THE CHALLENGE LOW CONVERSIONS $$ SLOW GROWT H INEFFECTIVE MESSAGING
    • 4. 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
    • 5. 1. RESEARCH THE CHALLENGE 2. CREATE A COMPREHENSIVE DIGITAL STRATEGY:  TARGET AUDIENCE, PERSONA  TARGETED MESSAGING + OFFER(S)  BEST CHANNELS + PLATFORMS  COHESIVE SCHEDULE 3. ENGAGE AND DRIVE RESULTS 4. TEST, TRACK + REFINE THE INGENEX PROCESS
    • 6. TARGETED LANDING PAGE
    • 7. TARGETED LANDING PAGE
    • 8. TARGETED LANDING PAGE
    • 9. TARGETED EMAILS
    • 10. TARGETED EMAILS
    • 11. TARGETED SOCIAL
    • 12. RESULTS
    • 13. 2013: 2012: WEDDING HOMEPAGE VISITS + 43.55% + 21.52% 0 50 100 150 200 2011 2012 2013
    • 14. LAND PAGE CONVERSION RATES *data since November 12, 2013 (pages pushed live) WEDDING PACKAGE: PLANNING GUIDE: VENUE COMPARISON: 31.2% 23.1% 18.9%
    • 15. EMAIL OPEN RATE *data since November 12, 2013 (pages pushed live) 75.7% 67.4% 62.4% WEDDING PACKAGE: PLANNING GUIDE: VENUE COMPARISON:
    • 16. EMAIL CLICK RATE *data since November 12, 2013 (pages pushed live) 43.5% 39.9% 32.6% WEDDING PACKAGE: PLANNING GUIDE: VENUE COMPARISON:
    • 17. 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.