Demand Generation - It’s What We're Here For! Super Camps Case Study
- Robin Gibson
- Apr 20, 2020
- 2 min read
Be it running a country, company or household, wealth generation is needed for future development and it’s our view here at unseen endeavour, that this is the ultimate aim of marketing.
If the customer purchase process is regarded as a funnel, then we see everything we do as contributing to bringing prospects in at the top, and as they move through, building their engagement with the brand, making an initial purchase and ultimately becoming an advocate of the product or service.
This process may be a matter of days, weeks or months depending on the category or business. We have worked across all scenarios from building long term awareness and engagement with a brand utilising a high profile partnership as we did for investment bank BNY Mellon, to filling empty summer holiday camp places at Super Camps.
The Super Camp example illustrated the art of the possible via digital media. It was not about brand building per se
, as gaining an instant response from customers. This we did by creating six 20 second films illustrating the different camp experiences and getting these in front of our target customers via ads geo located to venues on facebook and Instagram. This was supported by google ad words, all designed to drive prospects to the Super Camps website where they'd either buy, leave their email address for further information or be re-marketed to via firing the facebook pixel. This activity helped refresh the GDPR compliant prospect data base, who were then regularly marketed to from the CRM platform with a series of added value offers. Within two or three months, not only had the camp places for the summer been filled, but sales were running ahead of the previous year.
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