Updated: May 10, 2019
As we approach the all-important half term period, the Trampoline Park sector needs to ensure a full calendar of forward bookings to maximise its opportunity to generate cash flow. Understanding your forward bookings is and important metric which can be used to determine growth. In addition, it will also allow you to shape your marketing strategy with specific offers and promotions.
Most marketers agree that a potential customer must see an advertisement several times before deciding to purchase. Some say that the ad has to be viewed at least three times, and others propose that it must be as many as seven times.
Generally, in terms of paid ads there are two options for remarketing; Google ads and Social media. Universally, remarketing on both Facebook & Google appears to help boost conversions and lower the overall cost per customer acquisition. Today we discuss what to consider when planning your half term marketing campaign.
To be clear, the biggest advantage of remarketing is that you’re only showing your ad to people who are genuinely interested in your product. You can remarket to people who have visited your website but haven’t purchased yet; customers who have completed a sale; and people who may not know about your product but are likely to be interested in it. Largely, a mixture of all three will be important when generating your campaign.
Why landing pages are paramount.
A landing page is any web page that a consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow up to any promises that you’ve made in your content. For example, if your promotion is half term unlimited jumps, then your page should be geared towards this, providing your key information and a call to action. Nothing more.
So, first things first, create a landing page that is specifically designed around the offer. Include a call to action, i.e. book now and provide an alternative data capture opportunity for those who are not ready to purchase. Once the landing page is ready to go, then you need to work on driving traffic.
Targeting your website visitors via Facebook Pixel
The pixel is a small piece of code that allows you to track the actions people take on your website so you can use that information to create your audiences
The pixel can help your Trampoline Park gain insight into what action Facebook users are taking on their site. Being able to attribute website engagement with audience data found on Facebook can help a business better establish advertising strategies and goals.
If you have yet to install Facebook pixel on your website. Click here to find out how to install it and how to create your audiences.
Creating the right communication for both your audience and your landing page
This is where you have the flexibility to be creative. You may require multiple landing pages with multiple offers. The main thing to do is ensure that all the dots are connected. If for example you want visitors who have jumped at your park more than twice in the last month. Then your offer could be geared towards an unlimited weeks pass. If they haven’t jumped recently it is unlikely, they will go straight for a week’s pass. Therefore, try coaxing them in with a simple jump promotion for themselves and a friend might be more appropriate. Ensure that your landing page is specific to this promotion and matches the advert you release on google.
The stats don’t lie
Truth of the matter is, for those Trampoline Parks who have a person responsible for Marketing in place, they will no doubt understand the benefits of remarketing. However, for those who don’t, the proof of remarketing is clear.
Conversion rates can take a dramatic turn for the better once you get remarketing involved in your AdWords e-commerce campaigns. Take leading online tire retailer Tirendo. Using an AdWords remarketing campaign, the company was able to rock their conversation rate by a mind-blowing 161 percent, (when compared to results from the typical SEM campaigns they've run). At the same time, they were also able to reduce costs, not just raise profits. Their costs per order dropped by an impressive 43 percent to increase profitability even more.
It is reported that a just 3 percent of first-time visitors are likely to buy from your website on the first go. That means losing 97 percent unless you find a way to bring them back to the fold. Retargeting ads have been proven to increase conversions, Their effectiveness has actually been shown to increase with more ad impressions. One of the interesting things here is that retargeting shows much lower rates of ad fatigue than comparable display ads.
The Google Display Network (GDN) has a reach of over two million websites and apps! Using GDN for retargeting gives you an incredible reach to find people when they're most likely to buy, whether they're visiting a website or using a mobile app. How does Google compare with Facebook's reach? Facebook just hit 2.2 billion monthly active users.
BookNow software is a cloud-based Booking, CRM, EPOS & operational management solutions software for trampoline parks and leisure operators. To discuss your park with us today, please visit www.booknowsoftware.com.