07 Oct Case study: The power of content for venues
A client approached Patch Media with an objective: They wanted to increase awareness of their brand, they wanted to show the industry the personality of the team and most importantly they wanted to grow market share and revenue. They were two months into their budget year and had not hit forecast on either month and the third month wasn’t looking promising.
Their objectives were clear, their brief was simple: Come up with something that will engage a wider audience to help us smash our revenue targets in winter, a traditionally quiet time for a conference venue that isn’t best placed to host Christmas parties.
The concept and strategy
Patch Media’s creative team got together and started profiling the target audience of the venue and determining the best ways to reach and engage with them. Taking into account the age and seniority of their core target market, their focus on targeting event industry professionals and agencies and the fact that it was winter and people are looking for something to cheer them up – the team came up with a concept. It was for a personality quiz to determine ‘what type of event organiser are you?’.
This quiz, while fun, played to the curiosity of potential participants. It was a familiar concept (from glossy magazines) so this made it simple for everyone to understand and participate in. It was also designed so people could share their results on social media and invite their friends to join in.
Once the concept was created Patch Media’s marketing specialists got involved to determine the best ways to encourage participation. A media partnership was established between Conference News and the venue. The media partnership gave the quiz authenticity but also meant Conference News would promote participation in the quiz on their marketing channels and provide news coverage of the results (the proportion of each personality type in the industry). In addition to the media partnership our social media team were publishing posts on the venue’s channels to encourage followers to participate in the quiz, re-posting people’s results and encouraging participants to follow the venue on social media or join the email newsletter.
Pre-written social media posts and email signature calls to actions were provided to all members of the venue team so they could leverage their personal social networks and touch points with prospective clients to encourage participation in the quiz. At the same time Patch Media was running email campaigns to the venue’s database encouraging quiz participation.
In total there were 863 quiz participants that fully completed the quiz (and just as many half completed) in the three months the quiz was live (December, January and February). We achieved our objective and helped the venue exceed their forecast revenue for those months and cover the shortfall from October and November (October was the start of their budget year).
Revenue during the quiz campaign
- October – 5% under forecast venue
- November – 10% under forecast
- December – (the month we started the quiz campaign) – 36.4% over forecast
- January – 6.5% over forecast
- Feb – 54.8% over forecast
- March – 19.4% over forecast
Web traffic increase in December, January and February
- 68% YOY increase in users
- 81% YOY increase in sessions
- 40% YOY increase in page views
Extending the life of the campaign
Once the three-month campaign was over we leveraged the results by getting press coverage in Conference News and making the results the subject of social media and email campaigns. The quiz was kept open for two months afterwards and the in-house team at the venue used their email signatures and personal networks to promote the results and invite more people to visit their website and participate in the quiz. By the time we closed the quiz there were more than 1,000 participants that had fully completed the quiz. 500 was the target set by the venue.
Want to know how to prepare content? Read our blog post on content marketing for venues.
At Patch Media we look after marketing activity for venues and suppliers to the events industry. We cover everything from strategy creation, to providing an entirely outsourced marketing team, to managing a single channel. We devise, produce and implement content campaigns for a number of our clients not only advising the content topics and approach that will reach their goals but the best way to distribute the content for maximum impact.
Our Content Director Beth Ivory is a seasoned events industry journalist and has an ability to come up with killer content ideas that get results. Our team of channel experts are an invaluable resource for advising what will work best on each channel and our events industry knowledge puts us in the best position to understand your market and the best ways to engage with it.
Want to discuss content. Get in touch today by calling +44 (0) 20 7952 1740, emailing [email protected]k or leaving a comment below.