As 2022 came to a close, our amigos at Bonnybank Inn – Fife’s premier spot for Mexican cuisine – were getting in the festive mood with their brilliantly popular gift voucher promotion, with a little help from Crunchy Carrots.
Between November and December, across two periods, we worked with the restaurant to run a promotional offer of a 20% discount on all their e-voucher gift tokens. The values of the gift vouchers range from £20 to £200 and can be sent, instantly upon purchase, to an email inbox of the buyer’s choosing.
With Black Friday and Cyber Monday – two of the biggest commercial dates in the calendar for many businesses – falling within the discount offer window, we were able to utilise this in our promotion of Bonnybank Inn’s offering to maximise awareness and success of this campaign. Throughout this period, the formidable partnership of first-rate digital marketing and the finest margaritas in Fife drew in an incredible 1,100 e-voucher gift sales!
So, how exactly did we achieve this? Well, let’s take a look…
A vital aspect of this promotional campaign was making sure the right people knew that it existed and that they could grab a Christmas gift for friends and family at great prices from Bonnybank Inn. For limited-time deals like this one, awareness is paramount. Using targeted ads gives us the ability to advertise in various forms such as increasing web traffic, brand awareness, and sales conversions. With our experience in targeted ads, we were able to create advertisements for Bonnybank Inn’s e-voucher offer and place them in front of an audience that was most likely to respond and give us the click-through to sales conversions that we were aiming for.
This meant that social media users, within the specified demographics, were exposed to the adverts on their Facebook and Instagram timelines. This increased the likelihood of making e-voucher sales through the power of social media.
We identified some of the key demographics that would be most appropriate to advertise this great deal to. This demographic contained both males and females, from the ages of 18 to 65, living in Fife and the surrounding areas. Additionally, within this group, we specifically targeted those likely to be interested in Mexican food, visiting restaurants, leisure activities and doing their Christmas shopping online. Across this campaign, the targeted ads reached a total of 31,663 potential customers and garnered 912 link click-throughs.
However, targeted ads are only one-half of a strong digital marketing combination. Once that advert is in front of a potential customer, it’s the content’s turn to convince them to add a gift voucher to their virtual cart and click ‘confirm purchase’. So, it’s got to look appealing and read smoothly to reach its potential as a targeted ad.
PHOTOGRAPHY AND VIDEOGRAPHY
Professional and engaging visual media services can make the difference between an ‘okay’ marketing campaign and a strong, effective one! Having a strong visual component for customers to engage with was especially important for a campaign such as this one. Being able to showcase Bonnybank Inn’s delicious drinks and mouth-watering food underpinned this campaign. After all, who wants to buy a restaurant voucher after seeing shoddy, poorly lit images of its menu offerings?
Once the customer clicked on the promotional social media post, it was then important to us and our client that the user experience was simple and pleasant. In their industry, customer retention is key to a successful operation. If the user experience (UX) for buying the vouchers is straightforward, then they’re much more likely to return to purchase some again.
VoucherCart – an e-voucher purchasing system – was integrated with the website to ensure a positive UX. Using this, the recipient received their gift voucher (if the buyer chose to send it directly to them) in their email inbox almost immediately after the purchase, and the purchase could be made any time of the day, any day of the week… because who doesn’t love convenience?
With the vouchers being able to be delivered in this way, it was even more likely that people would decide to purchase one, given the quick and easy nature. This proved to be a great attraction as an extra little Christmas gift option.
Interested in running a similar promotional campaign for your business? With our team of experts, we’ve got the know-how to get you more bang for your marketing buck.
So, whether it’s search engine optimisation, marketing strategy support, graphic design, or social media management, we’ve got it covered! Crunchy Carrots is the perfect one-stop shop for any of your digital marketing needs.
Get in touch today to discuss how we can help your business grow!