Facebook Advertising Uncovers New Opportunities
Viper Case Study
The Brief
Facebook is arguably one of the most targeted online advertising channels available today.
However, it only works properly when you coordinate your messages, focus on a very specific group of customers and when you ensure you measure each and every step of the way.
Having worked with Uncover The World Travel to guide, advise and support them with new ideas for their marketing strategy the natural progression was to run a highly targeted campaign to help drive the business forward.
We recommended Facebook as a logical channel for communicating to a very well defined type of person who is typically the key decision maker in the booking of overseas travel, holidays and tours.
The Solution
Effective Facebook Advertising is all about planning and here's the step by step process we took both to create the campaign for Egypt Uncovered and also the essential step of putting in place a process for tracking success:
Customer Planning - define exactly who you are targeting and why
Customer Journey - plot a step by step journey for the exact path along which the customer will travel
Create the Messages - communicate on your target customers' terms and in a language they will understand
Set Targets - without clear objectives you will never know if you have achieved a return on your investment
Produce the Materials - we created a stylish and intriguing short video to sit on the Facebook wall and to be signposted to from Vimeo, Twitter, YouTube and in email links - Facebook is the 'hub' of the campaign
Set up the Facebook Advert - Create a 'teasing' advertisement that will appear on the pages of the target customers, defined by their age, sex, interests and indication that they like to travel
Limit the Budget - Set the limit of payment by a daily amount the client is willing to pay for each click through from the advert to the video
Ensure a clear 'Call To Action' - make sure that anyone viewing the video knows how they can find out more by an online enquiry or phone call
Switch the Campaign on - Promote the link to the video through every digital channel from Twitter to e-Newsletter, sharing initially through family, friends and existing customers
Monitor, Monitor, Monitor - Continuous watching of the numbers and budget will ensure that improvements to the campaign are ongoing to maximise the return on investment
The Result
It is early days in the campaign but already the client's Facebook Wall has seen a 235% increase in active users and with a limit to the daily 'click through' budget the cost of attracting these new potential customers is simply and carefully controlled.
Improvements to the process are ongoing with tuning of the types and amounts of content and information on the Facebook wall for interested visitors to read and enjoy, based on how they respond.
The level of detailed graphs, data and reports allows the client to see where there are any bottlenecks in the customer journey and to make adjustments accordingly.
Most importantly the flow of enquiries and conversations with potential new customers can be controlled on a day by day basis by increasing or decreasing the daily advertising budget, giving optimum control and maximum return on investment.
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