#
Club W – development and implementation of a marketing funnel with the aim of selling club cards.
Our case with ROI of 990%
Targeted advertising
SMM
#
Информирование об услугах отеля с помощью дополнительного канала коммуникации (соцсети)
1. Product funnel:
Also, expert webinars on personal effectiveness, time, and task management
Also, some work was done with cold traffic in the cities of presence for offline promotion of clubs. We promoted lead magnet "Early Bird" retargeting for tripwire "Effective Planning Marathon".
Effective Planning Marathon - a series of live broadcasts on a private Instagram account
Early bird – a free three-day challenge to get up at 6 a.m.
Graduation Marathon - Club Card Sale
Re-sale club cards
We worked on the first two stages of the funnel but gauged metrics at each stage.


Case in numbers:
SITE CONVERSION FROM BROWSING TO LEAD-MAGNET REGISTRATION >39%
We worked from July 2020 to July 2021 with 12 cities of presence (13 accounts)
Targeted advertising made up over 86% of all leads in the cities.
More than 10% of them converted into the purchase of a tripwire. At this stage, the sales paid off the total marketing costs. ROAS = 48%
After the tripwire, participants were invited to an offline graduation party with pre-sale club cards (pre-payment for the club card was made). Here the conversion from participation in the tripwire to the purchase of a club card was also ~10%. And ROAS at this stage was already ~486%. Taking into account the extra payment after buying the card, the ROAS will be higher than 990%
,6
$
average cost per 1000 impressions (CPM)
3
0,
$
average cost per click (CPC)
37
0,
$
average lead cost from $0.53 to $2.13 depending on the city


99
leads attracted to lead magnets
>15 000
Информирование об услугах отеля с помощью дополнительного канала коммуникации (соцсети)
2. FUNNEL TRAFFIC TO CITY PROFILES:
The goal of promotional posts was to attract a whole new audience to further warm-up and engage in the Club's funnel.
Worked exclusively with cold traffic.
Case in numbers:
We worked from April 2021 till August 2021 with 12 cities of presence (13 accounts)* not all cities agreed to work on a monthly basis, we reflect the overall results for the time of work:
So, with quite expensive cold traffic and low CTR, we were able to attract a large number of targeted followers, who warmed up through content in city profiles and through correspondence in the Direct.
Attracted followers on Instagram with an average price of $0.57 / from $0.38 to $1.13, depending on the city
5 899
,27
$
At the same time, a fairly low CTR of 1.03%.
average cost per click (CPC) / from $0.2 to $0.4, depending on the city
0
,7
$
average cost per 1000 impressions (CPM) / from $1.86 to $6.13, depending on the city
2
%
CR from profile visit to subscription
35
,22
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