An example of the power of inbound marketing in driving results, generating leads, and increasing customers.

1. CASE STUDY: WEBER’S INN WEDDINGS

2. WHO IS WEBER’S INN?
WEBER’S INN IS A BOUTIQUE HOTEL AND
RESTAURANT IN ANN ARBOR. THE HOTEL
BOASTS TWO BALLROOMS FOR SPECIAL
EVENTS, INCLUDING WEDDINGS.
WEBER’S OFFERS CUSTOM WEDDING
PACKAGES FOR COUPLES LOOKING FOR
A VENUE IN THE AREA.

3. THE CHALLENGE
LOW
CONVERSIONS
$$
SLOW
GROWT
H
INEFFECTIVE
MESSAGING

4. THE CAMPAIGN: WEDDINGS
THE OFFER: EXPERT WEDDING
INFORMATION TO HELP COUPLES PLAN
THE GOAL: TO INCREASE WEDDING
LEADS AND HELP WEBER’S BOOK MORE
WEDDINGS AND RELATED EVENTS

5. 1. RESEARCH THE CHALLENGE
2. CREATE A COMPREHENSIVE DIGITAL STRATEGY:
 TARGET AUDIENCE, PERSONA
 TARGETED MESSAGING + OFFER(S)
 BEST CHANNELS + PLATFORMS
 COHESIVE SCHEDULE
3. ENGAGE AND DRIVE RESULTS
4. TEST, TRACK + REFINE
THE INGENEX PROCESS

6. TARGETED
LANDING
PAGE

7. TARGETED
LANDING
PAGE

8. TARGETED
LANDING
PAGE

9. TARGETED
EMAILS

10. TARGETED
EMAILS

11. TARGETED
SOCIAL

12. RESULTS

13. 2013:
2012:
WEDDING HOMEPAGE VISITS
+ 43.55%
+ 21.52%
0
50
100
150
200
2011 2012 2013

14. LAND PAGE CONVERSION RATES
*data since November 12, 2013 (pages pushed live)
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:
31.2%
23.1%
18.9%

15. EMAIL OPEN
RATE
*data since November 12, 2013 (pages pushed live)
75.7%
67.4%
62.4%
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:

16. EMAIL CLICK RATE
*data since November 12, 2013 (pages pushed live)
43.5%
39.9%
32.6%
WEDDING PACKAGE:
PLANNING GUIDE:
VENUE COMPARISON:

17. SUMMARY
SINCE THE LAUNCH OF THE WEBER’S
CAMPAIGN, INGENEX HAS SIGNIFICANTLY
INCREASED WEDDING TRAFFIC AND
QUALIFYIED LEADS. IMPLEMENTING A
PERSONALIZED, TARGETED CAMPAIGN HAS
INCREASED THEIR SALES.