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CASE STUDY: WEBER’S INN WEDDINGS
WHO IS WEBER’S INN?
WEBER’S INN IS A BOUTIQUE HOTEL AND
RESTAURANT IN ANN ARBOR. THE HOTEL
BOASTS TWO BALLROOMS FOR SPECIA...
THE CHALLENGE
LOW
CONVERSIONS
$$
SLOW
GROWT
H
INEFFECTIVE
MESSAGING
THE CAMPAIGN: WEDDINGS
THE OFFER: EXPERT WEDDING
INFORMATION TO HELP COUPLES PLAN
THE GOAL: TO INCREASE WEDDING
LEADS AND ...
1. RESEARCH THE CHALLENGE
2. CREATE A COMPREHENSIVE DIGITAL STRATEGY:
 TARGET AUDIENCE, PERSONA
 TARGETED MESSAGING + OF...
TARGETED
LANDING
PAGE
TARGETED
LANDING
PAGE
TARGETED
LANDING
PAGE
TARGETED
EMAILS
TARGETED
EMAILS
TARGETED
SOCIAL
RESULTS
2013:
2012:
WEDDING HOMEPAGE VISITS
+ 43.55%
+ 21.52%
0
50
100
150
200
2011 2012 2013
LAND PAGE CONVERSION RATES
*data since November 12, 2013 (pages pushed live)
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPAR...
EMAIL OPEN
RATE
*data since November 12, 2013 (pages pushed live)
75.7%
67.4%
62.4%
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE...
EMAIL CLICK RATE
*data since November 12, 2013 (pages pushed live)
43.5%
39.9%
32.6%
WEDDING PACKAGE:
PLANNING GUIDE:
VENU...
SUMMARY
SINCE THE LAUNCH OF THE WEBER’S
CAMPAIGN, INGENEX HAS SIGNIFICANTLY
INCREASED WEDDING TRAFFIC AND
QUALIFYIED LEADS...
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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.

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Inbound Marketing: Weber's Case Study

  1. 1. CASE STUDY: WEBER’S INN WEDDINGS
  2. 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. 3. THE CHALLENGE LOW CONVERSIONS $$ SLOW GROWT H INEFFECTIVE MESSAGING
  4. 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. 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. 6. TARGETED LANDING PAGE
  7. 7. TARGETED LANDING PAGE
  8. 8. TARGETED LANDING PAGE
  9. 9. TARGETED EMAILS
  10. 10. TARGETED EMAILS
  11. 11. TARGETED SOCIAL
  12. 12. RESULTS
  13. 13. 2013: 2012: WEDDING HOMEPAGE VISITS + 43.55% + 21.52% 0 50 100 150 200 2011 2012 2013
  14. 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. 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. 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. 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.

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