Ballroom & Conference Center Uses Our Marketing Strategy to Fill Calendar
Ballroom Marketing Strategy
Issue:
A beautiful, well-kept ballroom and conference center was struggling to fill its yearly calendar with events. It had great management personnel and lots of satisfied customers from previous events, but they were still only able to book less than 75% of their available event days. The market demand was there and they were even priced lower than their competition, but still... there was something not quite right.
The ballroom already had an online presence and the management hit upon an idea -- a virtual tour of the hall. Although the site was increasing in aesthetics (the tour turned out beautiful), they were still experiencing low web traffic to the site. Not many people were looking at it, or had even heard about it.
Hall management opted for a mixed bag of different media for their advertising. They sporadically placed ads in magazines and on billboards in hopes of raising visibility.
It worked... sort of. But it was very hard for them to attribute any one sale to any particular ad. They were losing money and knew they needed help.
Solution:
The solution? Enter Calo Marketing & Design. We were brought in to create a long-term strategy. We helped the management team define their most important goals; what they really needed and where they needed to be. We also helped them identify marketing opportunities to meet their specific goals.
Their goal was simple -- fill the calendar with events every day consistently on a yearly basis. The solutions focused on following three core areas:
Calo Marketing & Design implemented a simple workflow concept. Here customers were engaged in conversation as early as possible prior to conference events where interested prospects stopped by their booth.
This started the very important business/customer relationship. It was continued, beginning with the booth, all the way through to an after-conference follow-up with short customer surveys and special offers. This helped their message stay with interested potential customers weeks, even months, after the event until they were ready to buy.
After each wedding, quinceanera, or conference event, customers were invited to share their experiences through a multi-media customer survey (again with special offers), which was then used on the website to further show customer satisfaction and loyalty.
We then gave the hall’s website some expert attention. Here we used both national and local SEO (Search Engine Optimization) to better grab internet search bots, spider bots, and other search engines' attention and bring more eyes to the website. We took advantage of integrated links from campaigns and other sources to give even greater options to the site.
We pointed out to the team that the online audience was an important factor for the website. They came from all walks of life and ages. Calo Marketing & Design was able to craft specific advertisements to each individual group.
These messages were then presented to the specific audiences that would return the most visibility and interest for the groups. This was a great way to keep track of sales and to know exactly which ad made a particular sale.
Impact:
The first year’s calendar was filled to 98%, and the second year has been 100% up until the writing of this case study, the end of the third quarter. The management team was ecstatic. We will also be working with them on future projects.
By extending customer contacts, using Search Engine Optimization (SEO), and by refining and targeting their customer’s needs, the ballroom management was able to attain their goal of filling their event calendar. Sticking with our solid marketing program they are sure to enjoy success year after year.
A beautiful, well-kept ballroom and conference center was struggling to fill its yearly calendar with events. It had great management personnel and lots of satisfied customers from previous events, but they were still only able to book less than 75% of their available event days. The market demand was there and they were even priced lower than their competition, but still... there was something not quite right.
The ballroom already had an online presence and the management hit upon an idea -- a virtual tour of the hall. Although the site was increasing in aesthetics (the tour turned out beautiful), they were still experiencing low web traffic to the site. Not many people were looking at it, or had even heard about it.
Hall management opted for a mixed bag of different media for their advertising. They sporadically placed ads in magazines and on billboards in hopes of raising visibility.
It worked... sort of. But it was very hard for them to attribute any one sale to any particular ad. They were losing money and knew they needed help.
Solution:
The solution? Enter Calo Marketing & Design. We were brought in to create a long-term strategy. We helped the management team define their most important goals; what they really needed and where they needed to be. We also helped them identify marketing opportunities to meet their specific goals.
Their goal was simple -- fill the calendar with events every day consistently on a yearly basis. The solutions focused on following three core areas:
Calo Marketing & Design implemented a simple workflow concept. Here customers were engaged in conversation as early as possible prior to conference events where interested prospects stopped by their booth.
This started the very important business/customer relationship. It was continued, beginning with the booth, all the way through to an after-conference follow-up with short customer surveys and special offers. This helped their message stay with interested potential customers weeks, even months, after the event until they were ready to buy.
After each wedding, quinceanera, or conference event, customers were invited to share their experiences through a multi-media customer survey (again with special offers), which was then used on the website to further show customer satisfaction and loyalty.
We then gave the hall’s website some expert attention. Here we used both national and local SEO (Search Engine Optimization) to better grab internet search bots, spider bots, and other search engines' attention and bring more eyes to the website. We took advantage of integrated links from campaigns and other sources to give even greater options to the site.
We pointed out to the team that the online audience was an important factor for the website. They came from all walks of life and ages. Calo Marketing & Design was able to craft specific advertisements to each individual group.
These messages were then presented to the specific audiences that would return the most visibility and interest for the groups. This was a great way to keep track of sales and to know exactly which ad made a particular sale.
Impact:
The first year’s calendar was filled to 98%, and the second year has been 100% up until the writing of this case study, the end of the third quarter. The management team was ecstatic. We will also be working with them on future projects.
By extending customer contacts, using Search Engine Optimization (SEO), and by refining and targeting their customer’s needs, the ballroom management was able to attain their goal of filling their event calendar. Sticking with our solid marketing program they are sure to enjoy success year after year.
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