The Ultimate Pet Show. Social Media Marketing
"Qube's monthly campaign reports are very thorough indeed. The analysis and insight they provide give me a clear understanding of the campaign success and provide a guide for future activity."
Nicole Cooper, Show Director, The Ultimate Pet Show
The Challenge
The Ultimate Pet Show is a new family pet show at NEC, Birmingham packed with animal-themed fun things to do and see, wonderful items to buy, lots of expert advice and helpful tips, plus special star guests of both the two-legged and four-legged variety!
The Ultimate Pet Show is a brand new show so needed to build awareness from a standing start. We then had to convert this awareness into engagement.
The Results
- Qube's marketing activity generated over 86% of all traffic to The Ultimate Pet Show website (Social media marketing activity generated 40% of traffic while search generated a further 46% of traffic)
- Web traffic to The Ultimate Pet Show website grew over 100% month-on-month during the campaign
- We achieved high positioning in search engines for targeted keywords, for example 'Pet Show' achieved No 1 positioning in Google
What we did
- Social Media Roadmap
- Social Media Marketing Campaign
Roadmap
The Roadmap ensured the campaign had a firm footing for success.
Community mapping
We segmented the target audience into different groups from 'Families looking for a pet' to 'Exotic pet owners' and mapped their online communities and influencers.
Marketing & PR plan
We developed a social media strategy based on insight from the community to grow awareness, generate web traffic and tickets sales for the show.
Social Media Marketing Plan
We delivered the marketing plan through a range of social media activity:
Finding influencers through outreach
We conducted an outreach campaign, building relationships with influential bloggers, websites, Twitter users.
Building a conversation through Twitter
Twitter formed a key part of the UPS social media strategy and was utilised to build a conversation with the target communities and pass on information about different content and activities including news, competitions, Britain's Most Talented Pet competition and cutest pet of the day.
Engaging people in social networks
We developed groups on social networking sites including Facebook and YouTube to promote and provide a base for Britain's Most Talented Pet awards.
Search
We achieved high positioning in Google for targeted keywords through a full search optimisation (SEO) campaign, for example 'Pet Show' achieved No 1 positioning in Google.
Email us or call us on 01273 689 672 to see how we can help you with your online pr or social media marketing.