The event marketing strategy that allowed a business to grow during the pandemic
#EventMarketing #InfluencerMarketing #LocalCampaigns
Background:
In the midst of the COVID-19 pandemic, G** Hotel & Restaurant faced unprecedented challenges due to restrictions on indoor activities and long-distance travel imposed by Italian regulations.
However, through innovative strategies and adaptive measures, the establishment not only stayed open but also thrived by engaging the local population and leveraging digital marketing tactics.
After applying the event marketing strategies
+45%
Increase in weeknight bar clientele
+100%
Revenue from pool passes
Challeges
Strict regulations
Restrictions on indoor activities and social distancing protocols limited traditional business operations.
High uncertainty
Navigating uncertainty and adapting to rapidly changing regulations posed significant challenges.
Unknown Service
The practice was unknown to the community, and there was limited awareness about the services offered.
Navigating Challenges with Marketing Expertise
1. Focusing on locals
Conceptualized and organized a series of events, compliant with DPCM regulations, to attract local residents and generate interest.
2. Influencers & event marketing
Collaborated with local influencers to execute influencer marketing campaigns, promoting the hotel and restaurant as safe and desirable destinations.
3. Simplified no contact booking
Launched targeted lead generation campaigns on social media platforms to simplify the reservation process and encourage bookings.
4. Dynamic ads and landings
Developed dynamic landing pages to enhance user experience, increase conversion rates, and bolster brand recognition.
Proven Success: Metrics and Marketing Impact
This Hotel & Restaurant’s ability to navigate the challenges of the pandemic and emerge stronger underscores the importance of creativity, adaptability, and community engagement in times of crisis. By leveraging digital marketing strategies, local partnerships, and a customer-centric approach, the establishment not only survived but thrived amidst adversity, setting a precedent for resilience and innovation in the hospitality industry.
Remarkable Results:
- Despite the challenges, the restaurant had customers and was able to remain open every single day, demonstrating resilience and adaptability.
- Following the lifting of curfew restrictions, the bar experienced a remarkable 45% increase in clientele during weeknights, indicating successful local engagement efforts.
- Strategic sales of seasonal pool passes enabled the establishment to break even with expenses, while weekly and daily pass sales throughout the season yielded a 100% profit, showcasing the effectiveness of targeted marketing campaigns and innovative revenue streams.
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