Vertical — apart-hotels in Moscow and Saint Petersburg

ClientVertical, group of apart-hotelsNicheHoReCa, Moscow and PetersburgThe client first came to the studio on a firm recommendation from a fellow hotelier. We met over video and talked through what each side expected from the work. The team knows service and internal processes well, but struggles with general marketing and the technical system. They want to grow strategically and bring more guests to their hotel.

The grounds are very well kept, the location is always in the centre of the city. There is parking with electric car charging. Inside the hotel there is a good restaurant with author cuisine. The rooms themselves are built as apartments or studios.

In conversation we found that the project has no clear USP or exact positioning, the target audience is blurred and there is no structured analytics on traffic channels. No access to the ad accounts, the previous contractors ran things sloppily and rarely reported on results. The ad budget is good, but almost all of it goes down the drain.

We agreed to install a full-cycle system — from the central selling idea to the sales funnel and money in the company account.

The first thing to do when building a system is a full audit of the business model and the internal processes. Understand what we sell, who we sell it to and who actually buys.

Want a joke? I often see businesses where the people they sell to and the people who buy are two different groups. And that is where the big problem of low marketing profitability hides. You have to know clearly who you work for and who you show the ads to.

The joke is funny, but only until it is done with your money.

Here we did a lot of work on the positioning, on shaping the selling proposition and the offer for the target audiences. Building the product logically is the key to a funnel that lasts.

Only after that do we move to copywriting and the selling text, to pack our ideas into a tasty form that carries the visitor of the landing page first to an aesthetic orgasm and then to the purchase. In exactly that order.

The secret of marketing that works is in the pairing of copywriting and ad strategy. However beautiful your pictures and however useful your product, first you have to get your idea across to the consumer. And that is done with good selling copy. Meanings come first.

Results

10,2Mroubles and 240 bookings on 170 thousand of spend240 purchases worth 10 228 620 roubles on 170 thousand roubles of spend. Another 4 573 284 roubles came through the sales team, by phone. We count ROAS on the ad channels only and get a return on investment of 5916%. Without the sales team and purchases over the phone.

5916%ROAS on the ad channels, without phone salesThen, to analyse how each channel performs and the overall profitability, a dashboard is assembled that holds every metric in the business.

Building a system of accounting and analytics across traffic channels lets you see clearly where the funnel narrows and where to optimise. And then we can affect the result, growing revenue and ROMI.

More to come.