Inbound Marketing: Weber's Case Study

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 SPECIAL EVENTS, INCLUDING WEDDINGS. WEBER’S OFFERS CUSTOM WEDDING PACKAGES FOR COUPLES LOOKING FOR A VENUE IN THE AREA.

THE CHALLENGE

LOW CONVERSIONS

$$

SLOWGROWT

HINEFFECTIVEMESSAGING

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

1. RESEARCH THE CHALLENGE2. CREATE A COMPREHENSIVE DIGITAL STRATEGY:

TARGET AUDIENCE, PERSONA TARGETED MESSAGING + OFFER(S) BEST CHANNELS + PLATFORMS COHESIVE SCHEDULE

3. ENGAGE AND DRIVE RESULTS4. TEST, TRACK + REFINE

THE INGENEX PROCESS

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%

11/30 12

/512

/1012

/1512

/2012

/2512

/30 1/4 1/9 1/14

1/19

1/24

1/29 2/3 2/8 2/1

32/1

82/2

32/2

8 3/5 3/10

3/15

3/20

3/25

3/30

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 COMPARISON:

31.2%

23.1%

18.9%

EMAIL OPEN RATE

*data since November 12, 2013 (pages pushed live)

75.7%

67.4%

62.4%

WEDDING PACKAGE:

PLANNING GUIDE:

VENUE COMPARISON:

EMAIL CLICK RATE

*data since November 12, 2013 (pages pushed live)

43.5%

39.9%

32.6%

WEDDING PACKAGE:

PLANNING GUIDE:

VENUE COMPARISON:

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.