The following is a product launch case study, highlighting how a well-executed launch can bring in real orders and sales. There is no quicker way to build a new business with a properly executed business launch.
We were asked to launch a new 31 rooms boutique hotel in Singapore, strategically located in town, with free-wifi facility and primarily aimed at travellers from neighbouring countries like Australia, Malaysia, Indonesia, India and others.
Our task was to bring in “direct sales” through direct website booking apart from the indirect sales channel structure which Sandpiper operated through Online Travel Agencies (OTA) network. OTAs are basically online versions of the traditional travel agent or tour operator. Major OTAs includes Expedia, Booking.com, Travelocity, Agoda, Priceline, Lastminute and so forth.
We therefore needed to develop a way of tracking sales leads through the website so that we could start to convert the traffic into sales.
Whether it’s launching a brand new hotel or other campaigns, certain principles are fundamental – plan early and do a pre-launch campaign. Research showed us that most of the travellers are already active on Facebook.
Rather than concentrating on the Google Adwords (as had been the norm in previous campaigns), we engaged the audience with a clear money-saving proposition – A pre-opening campaign on Facebook with a landing page, a countdown and a strong call-to-actions.
To reach our very large and diverse audience we developed Facebook ads which were targeted and A/B tested – to find the best performing ads.
Pre-Launch (warm-up) on Facebook
Setting up an effective pre-launch sequence before a launch takes work, dedication, planning and a lot of time. Through posting attractive and “likeable” on Facebook, it helped to warm-up the prospects and convert them into ready buyers during the “offer”.
Pre-Opening Promo Landing Page
We stripped out the sales talk and went right down to the product’s core – it saves you money by booking earlier. All the rest of the online marketing effort is done to promote this landing page.
A spate of booking. More than $100k sales has been generated as the result of pre-launch campaign.
The launch campaign achieved impressive engagement and acquired more than 2000 new Facebook fans within a month.