Success Story: Increasing Event Enquiries and Bookings at The Kings Arms
Background
The Kings Arms was looking to increase event bookings. They were receiving about 10 enquiries a month, with only one or two resulting in actual bookings. Feedback indicated that potential clients often found that the venue did not meet their needs after initial enquiries, leading to a low conversion rate. They realized that the revenue potential from events was significant and wanted to capitalize on this by revamping their website.
The Solution
Sean Cloudsdale, founder of Cloudsdale, was brought in to help achieve this goal. After discussing with the team at The Kings Arms to understand their business objectives, Sean proposed a comprehensive strategy focused heavily on promoting events. The key components of this strategy included:
#1 Enhanced Website Focus on Events
The previous website primarily highlighted The Kings Arms’ hotel rooms and restaurant, with events being a secondary focus. The revamped website now gives events equal priority, featuring event spaces prominently on the homepage and in the navigation menu.
#2 Detailed Event Information and Self-Service Options
Potential clients needed more detailed information upfront. The new event pages include:
- High-quality photos of each event space with detailed descriptions and capacity information.
- A map showing how the event spaces connect, enabling guests to book multiple adjoining rooms and an outside terrace.
- Detailed packages outlining menu options, pricing, and additional services available.
This approach ensures that clients only get in touch when the venue meets their needs, leading to higher conversion rates.
#3 The Carrot: Prosecco Tours
To encourage potential clients to visit the venue, especially since it is somewhat out of the way, a prosecco tour was introduced. Guests receive complimentary prosecco if they book a tour to view the event spaces, providing a tangible incentive to see the venue firsthand.
Results
The impact of these changes was significant:
Increase in Enquiries:
Monthly event enquiries increased from 10 to approximately 30, averaging about one per day.
Higher Conversion Rate:
Detailed information and packages helped customers pre-qualify themselves. Which means less speculative enquereys, and more people geting in touch who are ready to book.
Website Traffic:
The enhanced focus on events boosted website traffic by 50%, with a noticeable increase in the time spent on event pages.
Customer Feedback:
Clients now contact The Kings Arms with specific requests, often stating, “This looks like the perfect venue for our event.” They know which rooms they want to book and the packages they want, making the booking process smoother.
Event Bookings:
In the first month, multiple events were sold, including a full wedding hotel takeover worth £10,000, which included booking all 12 hotel rooms.
Improved ROI on Marketing:
Google PPC ads were particularly successful. With a spend of £300 in the first month, leading to 7 event bookings, the cost per enquiry was £42, resulting in £13,000 worth of events sold. Even excluding the large wedding booking, the ROI was substantial.
The Client Expericence
Event enquireys have exploded. We are getting three times as many enquireys and 4 times as many confirmed bookings.
Michael Saxon, Operations Director, Mosaic Hotels
Future Plans
Building on this success, we are now marketing partners with The Kings Arms, and we plan to continue enhancing its event offerings. Future initiatives include:
- Introducing virtual tours and interactive floor plans on the website.
- Expanding marketing efforts to reach a broader audience.
- Developing new event packages based on customer feedback and emerging trends.
Conclusion
By strategically enhancing the focus on events, providing detailed and helpful information, and offering enticing incentives like the prosecco tour, The Kings Arms significantly increased both event enquiries and bookings. This case study demonstrates the importance of understanding customer needs and adapting marketing strategies to meet them.
