Think back to the last amazing event you attended. Maybe it was a wedding, or a fundraiser. Even a killer tradeshow (and yes, those can be awesome, too).
Everything was perfect.
The lights were dazzling. The flowers, the linens, the centerpieces. So coordinated that it was like something out of a story book.
If you live in Memphis, then odds are good that the team at Hicks put that shindig together. They have over 30 years of experience doing special events and trade shows in the Mid-South.
They do amazing events, but they weren’t amazing at marketing themselves.
They needed more quality leads from their site. Not calls ringing off the hook tying up their staff. We started on a plan to win those large weddings and events.
We started with a slick new website. Focusing on weddings first, we created content eager brides-to-be would feast on. Blogs, landing pages, and infographics chock-full of local information and tips.
But we didn’t put content up and forget about it. We recorded heat maps and user experiences. These told us what content and calls-to-action were effective, which pages get ignored.
Next up, they needed more traffic, so we built a Google ad campaign. This targeted specific areas and keywords. We tinker with this weekly by rewriting or creating new ads according to performance.
Traffic is one thing, but the original challenge was getting higher-end, larger events. That requires nurturing those leads over time. By offering a wedding ebook download, we are feeding contacts into their CRM. That kicks off a follow-up email series to educate and upsell brides as they plan their wedding.
Everything is working well. Jaw-dropping conversion rates mean sales are up and business is growing.
We’ll continue to add new tactics to the marketing plan, like Facebook Retargeting.
And our plan for next year is exciting. We’ll train the sales team on sales fundamentals and leveraging their CRM for maximum impact.
We have some brilliant quarter-over-quarter results to share. Almost a 400% increase!