During this week of training at Escalla, we've been learning about marketing information and research. We managed to cover 10 units during our week, and I can definitely say that I'm learning new information and developing my marketing skills.
We've worked hard to create a report, covering everything from databases and questionnaires, to statistics and data. We've also made a detailed glossary, which helps us to define key marketing phrases. I've found out really useful to make these documents, and I know that they'll definitely come in handy when I begin my revision.
I also created a draft questionnaire, which will be used after my Tipis by Twilight event. It will be a feedback survey, and this will be given out to all of our exhibitors after the show. This will be super useful as we'll get quantitative and qualitative data from each person, both of which are great for analysis and finding out overall opinions of our wedding fayre.
Another great week - thanks Em! :)
Thursday, September 12, 2019
Creating our 25% autumn discount
I've recently been spending time creating a new autumn campaign! We wanted to push sales during the winter months, and fill the calendar with plenty of new tipi events. To achieve this I created a 25% discount which could only be applied to new 2019 autumn bookings.
I firstly spent some time researching our competitors, and finding out what types of offers they use They were all pretty similar to ours, but I didn't find another tipi company promoting discounts for autumn events. This mean we could be confident that our offer would be exclusive and set us out from the competition.
Before designing the campaign I had to create a new marketing list on our HubSpot database. This list had to only include people that have been in contact for an autumn event, but not yet booked. I gathered email address from clients who showed interest for dates between 20th August - 31st October 2019. This left us with a large list of 2,076 clients to reach out to! I also had to ensure any clients who had already booked were removed from the list, and this was the same with any competitors.
We then had a quick team meeting to discuss the design brief for our new campaign. We wanted it to be bold, easy to read, engaging, and eye-catching. It was important for us to stay true to our brand, so we made sure to include the correct fonts, logos, colours, and phrases.
Once the email list and campaign artwork had been created, it was time to write and send out the marketing email. This needed to be friendly, excited, and full of key information (T&Cs), whilst remaining short, snappy, and to the point.
Below are screenshots of the email, as well as the analytics and results once it'd been sent:
These results were taken a day or so after sending the email, so things may have changed since then. We can see that the open rate was 23.7% with 487 unique opens, and 714 total opens. It's also useful to see how many people unsubscribes, as those 46 contacts wouldn't have been interested in our product/service, so we don't need them in the database. It was also great to see that 78% of contacts spent the time reading the whole email, whilst only 17.9% skimmed and 4.1% glanced.
Following the marketing email, I had to promo the discount across all of our social media pages. These different perform as well as I'd have liked, but I know we need to continue pushing the posts and keeping up the excitement.
That being said, we have had a lot of interest since launching the campaign, and have even secured a few bookings which is great news. One of the booking I secured and am dealing with is for the CoOp's awards evening - which I'm pretty proud of if I don't say so myself.
I firstly spent some time researching our competitors, and finding out what types of offers they use They were all pretty similar to ours, but I didn't find another tipi company promoting discounts for autumn events. This mean we could be confident that our offer would be exclusive and set us out from the competition.
Before designing the campaign I had to create a new marketing list on our HubSpot database. This list had to only include people that have been in contact for an autumn event, but not yet booked. I gathered email address from clients who showed interest for dates between 20th August - 31st October 2019. This left us with a large list of 2,076 clients to reach out to! I also had to ensure any clients who had already booked were removed from the list, and this was the same with any competitors.
We then had a quick team meeting to discuss the design brief for our new campaign. We wanted it to be bold, easy to read, engaging, and eye-catching. It was important for us to stay true to our brand, so we made sure to include the correct fonts, logos, colours, and phrases.
Once the email list and campaign artwork had been created, it was time to write and send out the marketing email. This needed to be friendly, excited, and full of key information (T&Cs), whilst remaining short, snappy, and to the point.
Below are screenshots of the email, as well as the analytics and results once it'd been sent:
These results were taken a day or so after sending the email, so things may have changed since then. We can see that the open rate was 23.7% with 487 unique opens, and 714 total opens. It's also useful to see how many people unsubscribes, as those 46 contacts wouldn't have been interested in our product/service, so we don't need them in the database. It was also great to see that 78% of contacts spent the time reading the whole email, whilst only 17.9% skimmed and 4.1% glanced.
Following the marketing email, I had to promo the discount across all of our social media pages. These different perform as well as I'd have liked, but I know we need to continue pushing the posts and keeping up the excitement.
That being said, we have had a lot of interest since launching the campaign, and have even secured a few bookings which is great news. One of the booking I secured and am dealing with is for the CoOp's awards evening - which I'm pretty proud of if I don't say so myself.
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