Cinema and Leisure Complex

Highlights

  • 36% overall revenue increase
  • 40% increase in Facebook followers
  • 120% increase in engagement
  • Improved customer journey
  • Dropped Groupon commissions

Background.

The company are a town based cinema complex, with on-site restaurant, bar, and softplay facilities.
Their social and web presence as a whole was quite inactive online, it had been underloved and underutilised. They realised that there was a lot of offer potential and opportunity and had been exploring it with Groupon (which was expensive).

Objectives.

Build and implement the companies own ‘deal’ site.
Attach ability to ‘ticket’ the cinema seats.
Improve social reach and engagement.
Increase revenues, decrease Groupon commissions (improving overall profitability).
Increase non-deal footfall.
Improve analytics – both Google and Facebook feedback

Strategy.

Build a website that converts
Work on the customer journey
Build a mailing list behind each purchase
Implement mobile pay to increase conversion rates (Apple Pay, Google Pay)
Manage social channels to drive, convert and track purchases
Manage and track ad spending
Tidy up their Google Search Console and Google My Business listings
Install Facebook pixel

Results

Our strategy for this client almost worked too well
– regular non-deal footfall to the restaurant/bar is up 49%
– social media followers up 40%, engagement up over 120%
– web visitors increased by over 200% year on year, SEO accounting for over 40% of new organic
– “time on site” fell as we restructured the site, meaning people found what they wanted quicker
– Groupon commissions to zero, clients buying direct with the cinema
– table bookings used from their OpenTable app (which had never been used before) and direct from people clicking their number online

All in all, the clients overall revenue was up 36% in the first year alone after us managing social media, improving SEO, and managing/optimising their website updates.

…pleased to get the help we obviously needed with our online presence, but also for our staff to see tangible benefits of people walking through the door. I wasn’t surprised to see our income rise, but I was surprised on how quickly it started, and how easy the team at Speed of Light made it seem…

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