Tuesday 3 December 2013

Case Study: Making mobile advertising work for your business

In recent statistics gathered by accounting firm PwC, UK internet users spend an average of one-in-seven online minutes accessing their social networks. According to the most recent IAB digital ad spend figures, social ad budgets have increased 53% in the last year, creating an online spend of over £3bn. One of the main reasons for such an increase is the rise in use of mobile technology – smart phones and tablets, enabling users to access their accounts anywhere. 

What does this mean for advertisers? It means that one of the major channels for getting your message out there is via the realm of the social networking world. Increasing your online spend is the first step to taking advantage of these users but it not the only thing you need to be aware of. Mobile advertising is continuing to grow and a proactive business will invest in utilising social media on mobiles.
But how? We have found four businesses that have utilised social media platforms successfully. Although these cases are from the US, they are still relevant to businesses here in the UK as the markets are very similar.

Rock/Creek – Boosting Holiday Sales via Twitter
Rock/Creek, and outdoor gear and apparel company, like many wanted to stand out in the saturated holiday market. They decided to use Twitter’s Promoted Accounts the month prior to the holiday season to increase brand awareness and engage followers.

They posted tweets to engage and create more followers the month prior to the holiday season. They targeted those who might need their outdoor gear with tweets about camping, kayaking and rock climbing. By paying to be a Promoted Account, they stayed at the top of the ‘Who to Follow’ list for potential flowers. They also focused on one of their main suppliers and seeing who followed the supplier and why. They increased their followers by 172% over the month of the campaign.

Once they built up their followers, then they focused on the promotional side of things when the holiday shopping began. They utilised the Promoted Tweets to make sure their followers did not miss the tweets announcing the new promotions. Rock/Creek made sure there was a sense of urgency in the tweets. They counted down the time left in their sale and made sure the content would appeal to those who might follow tweets similar to Rock/Creek and gained exposure. In addition to the increased traffic on their Twitter site, analytics revealed an increase in traffic across all channels.

The bottom line for this campaign – Rock/Creek achieved their highest sales day for 2012 during this Twitter campaign.

Karaoke Heroes — Increasing footfall via Facebook
Karaoke Heroes is the only karaoke bar in Connecticut and incorporates both American and Asian style karaoke. It opened in 2012 but needed to let people know where they in business and offered something very unique. They turned to Facebook to get people in the door and raise its popularity.

They utilised the targeted Facebook adverts to make sure their social media spend was on  people they thought would most likely be interested. They also utilised the hyper-targeted ads to alert mobile users to events and guided them to the bar even though the store-front is not highly visible. The Facebook campaign worked because two-thirds of the new customers they had come in said they found out about the bar through Facebook.

In addition to utilising the targeted advertising, Karaoke Heroes created a sense of excitement with their posts leading up to the opening, showing building development photos and updates, creating events including the huge grand opening, and live updates, even videos. Also by having a presence on Facebook, customers could easily list where they were at via check-in so their network of friends could see the bar.

The bottom line for this campaign – two thirds of Karaoke Heroes customers found them via Facebook.

Colombo & Hurd — Increasing valid enquiries via Google AdWords
An immigration firm, Colombo & Hurd, wanted to get more clients coming into the office, but they wanted the calls to come during open hours so a lawyer could actually screen potential clients.

The looked to their Google AdWords campaign to make mobile conversions. Why? They utilised the dayparting option on their ads to make sure most of the adverts came up in searches during the hours they were open. They were also able to add a ‘Call Now’ button to the adverts appearing on mobile phone, converting an ad click into an actual phone call. Not only did they make sure that their AdWords campaign was targeted and to the point, but utilising dayparting allowed them to reach the right audience for their services at the right times.

The bottom line for this campaign – more qualified customers calling during open hours and increasing mobile conversions three-fold.

Bliss Spa — Geotargeting via Foursquare
Foursquare is an app tool that allows users to check in and find other things to do in the area like restaurants, museums, pubs and pamper facilities. Businesses use Foursquare adverts to let potential customers know where they are and get foot fall through the door.

One business that made the most of the geotargeting adverts was Bliss Spa. Although they have spas in 21 cities around the world, their location in Soho, New York was on the second floor and not visible from the street so potential customers were walking by without knowing what they were missing.

Foursquare advertising is based on a pay-per-action model, so businesses only pay when someone taps on their advert or if they actually check in at the business. It is prefect for any business that is in mainstream areas like town and city centres and doesn’t want to get passed by.

The bottom line for this campaign -  Although for Bliss Spa it was almost $5 per check in, they were able to bring in anywhere from $36 to $200 per visit creating an average of 2500% return on investment.

Looking to make the most of your social media campaigns? Contact us today for help.

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