Attracting MICE customers through contextual advertising
Pestovo Golf and Yacht Club is a modern venue for events, located 30 km from Moscow along Dmitrovskoye highway, on the banks of the Pestovo reservoir. The private premium-class club with a developed infrastructure was built in accordance with international standards, modeled on the best golf clubs in the world and has no analogues in Moscow and the Moscow region. In June 2022, the club took first place in the Forbes Russia magazine ranking among the best golf clubs in Russia.
In June 2022, after the base document for sales (Sales Kit) created by SEA Company specialists, the management of Pestovo Golf and Yacht Club turned to SEA Company with a request to help attract new MICE customers and increase awareness of the possibilities of the club's venues among B2C and B2B audiences. The main problem in selling the club's services in the MICE segment was the lack of structured and correctly formatted information about the club's capabilities on the site, as well as the lack of professional photos of the venues. Information about the presence of a yacht club on the shore of the reservoir was completely absent.
To get a quick result with minimal investment, SEA Company specialists proposed contextual advertising, with a high-quality setting of which you can receive a request for an event on the first day after the start. The launch of advertising was proposed to be carried out in two stages. First of all, it was necessary to support the yacht club, since it operates only until October, and then launch an advertisement for the Club House's opportunities in order to receive applications for corporate parties and other New Year's events.
In addition, as part of the landing page design development, it was decided to conduct a professional photo session with a photographer accredited by SEA Company.
1. An analysis of MICE offers and opportunities of direct and indirect competitors was carried out in order to determine the USP (Unique Selling Points) of the Pestovo golf and yacht club.
2. The search queries of the MICE segment, which are relevant to the services and opportunities of the golf and yacht club Pestovo, were analyzed. Based on the data obtained, semantic cores were collected.
3. A strategy was formed for the visual presentation of each of the halls of the club, a detailed seating arrangement was drawn up, and photography was carried out within 3 working days.
4. Launched Yandex Direct contextual advertising.
1. The advertising campaign of the yacht club increased the traffic of the Pestovo website by 2 times, and the advertising campaign of winter events at the golf club increased the traffic by 3 times. These indicators directly testify to the increased awareness of the club's MICE opportunities among the target audience.
2. The average cost per click of the yacht club's MICE advertising campaign was 29.98 rubles. For 30 calendar days, 12 targeted requests for organizing events were received.
3. The average cost per click of an advertising campaign for winter events at Pestovo Golf Club was 31.77 rubles. For 30 calendar days, 23 targeted requests for organizing events were received.
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