Hercules Events is a small but very successful events company based in Hertfordshire. Run-on a strong reputation for quality and personal attention to their competitors, the company has been going from strength to strength over the 4 years they have been trading. They now run some of the best triathlons and multi-sport events in the area. In 2015 over 1,500 competitors took part in their events.
Hercules Events approached Tillison Consulting in March 2015 to help increase their brand awareness within the triathlon community. The ultimate aim was to attract more participants to sign up for the events they were running over the summer months.
Our research data suggested that the cost per acquisition (CPA, cost per event sign-up) on Google AdWords would be too high for the company to make a good return. Instead, it was recommended that event marketing companies use Social Media Pay per Click Ads (Facebook and Twitter) to increase brand awareness and to drive ticket sales through the site. With social media PPC campaigns, the brand message will be seen by more people within the specific target audience and it will be shared with people within their circles to amplify the message and get more interaction – a proven strategy in event marketing for small businesses.
We knew that cycling and triathlon communities were large and well-represented on Social Media and that the Hercules Events brand would work well with well-targeted ad campaigns. The targeting options available on these social platforms also meant that the average Cost per Click and Cost per Acquisition would be lower than on Google.
The results speak for themselves. Over the summer period, the Facebook PPC Campaigns generated a large number of enquiries and sign-ups for their events. In fact, they received over 3,700 website clicks at an average of $0.50 each for Facebook, and in just 20 weeks gained an additional 654 Facebook page fans.
The Twitter Ads strategy produced a similar success story with over 2,600 website clicks costing an average of 30p each. This all led to more people signing up for events than the previous year.
Thanks to the successful event marketing strategy, their St Albans event achieved the greatest number of participants ever for a new site.
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