Consumer website e-marketing - Case study
Client: ICEBAR LONDON and belowzero Restaurant & BarSite: http://www.belowzerolondon.com
Objective
The ICEBAR LONDON is an award winning venue made out of real ice based in London
and many other major capitals of the World. It belongs to the prestigious
Ice Hotel Group. With this client, several goals needed to be achieved.
First of all increase bookings and brand awareness for their new belowzero restaurant in London, taking into account seasonality and
crucial dates such as Christmas, New Year’s Eve, Mothers Day and
Valentine.
Secondly, boost the number of enquiries for corporate events, corporate entertainment, venue hire and party bookings.
Solution:
Goal 1: Increase bookings and brand awareness for the new restaurant.
Analysing the search data for the restaurant market showed that it is
split in 4 main categories: Top restaurant search, generic restaurant
search, lunchtime restaurant search and seasonal activity (NYE/ Xmas
etc...). In order to make sure that BelowZero achieved fast and
time-sensitive coverage we set up 4 main keyword campaigns on Google
(Sponsored Listings), appropriately split in different word groups.
This instantly and significantly raised booking numbers through
targeted clicks. Brand keywords campaigns showed us that this campaign
had an impact on brand interest generated on-line as well.
Contact us to see what we could do for your business.
The strategy for this 2nd market was a lot more complex. Competition is fierce for the Corporate/ Venue hire/ Party sectors so we had to do lots of keyword and ad copy testing on Google to then concentrate on the right strategy. Time of the day targeting was used to focus on UK traffic only and avoid wastage as well as specific keyword targeting. Google text ads were a great starting point for this campaign as it enabled us to learn about the event industry booking patterns and customers' requirements (which services they are interested in etc...). We were then able to mirror the campaigns on other search engines starting on a good base, and undertake some SEO work using keywords that we knew would be ideal for the brand and the venue.
Client comment:
Before calling ebizpromotion, our campaigns did not really give us the results we were after. However this all changed when they re-structured our activity and reviewed our on-line strategy, which ended up being a lot more cost-effective. Using various channels and web marketing vehicles enabled us to get really good returns.
Jason Graham - Director
