How We Pivoted
The past few months have forced many businesses to pivot their marketing to appeal to a wider digital audience. We’ve helped our clients change their marketing tactics to adapt and continue to grow their presence online.
Millbrook Vineyards & Winery was met with an interesting challenge when the pandemic hit. They could no longer operate as usual, but there was still a need in the market for their high-quality wines. Starting in April, in order to be conscious of the COVID precautions and restrictions, BBG&G continually updated Millbrook’s digital advertising and targeting throughout quarantine to attract consistent traffic to its website.
By keeping our marketing strategy and tactics agile to Millbrook’s needs, we inspired users to purchase wine online, take advantage of promotions, and eventually schedule a tasting after reopening.
In June, the Google SEM click-through-rate (CTR) rose over 130%, from 6.82% to 15.74%. The total clicks for June increased from 435 to 595. Millbrook’s Facebook ads also performed well, with an average link CTR’s of 3.59% and overall CTR’s of 7.32%. Previously, the link CTR's of 1.05% and overall CTR's of 2.50%. Engagement increased as well with 140 reactions, 16 shares, and 9 comments. There was a total of 1,030 post engagements; an increase over May's performance of 961. Video on Facebook and Instagram received 20,323 total impressions; an increase of 3,626 from May.
Hudson River Valley National Heritage Area
The Hudson River Valley National Heritage Area (HRVNHA) promotes attractions throughout the Hudson Valley region, so the pandemic affected a lot of its partners. Additionally, HRVNHA has been avidly promoting and updating its Hudson River Train Tour mobile app for Amtrak and MetroNorth travelers. Due to train travel decreasing and heritage areas closing temporarily, we shifted their social media messaging.
Instead, we focused on highlighting areas that locals could visit (e.g. walking the grounds of a historic site), and promoted planning for future travel. We also encouraged social media users to download the Hudson River Train Tour app and enjoy the features from home as an educational tool. Average engagement on social media posts rose significantly compared to the beginning of the pandemic.
Even though the Taste NY Market at Todd Hill had remained open as an essential business, sales plummeted during the early days of the pandemic. They needed our help to drive nearby residents to the store for the basics – fresh eggs, milk, cheese, sauces, soups, and stews – quickly. Rather than focusing their geo-targeting campaign on gyms, groceries, and other places where their target customer (pre-COVID) could be found, we cast a wider net around the store itself and promoted their availability of grocery essentials – at a time when many larger food stores were running low. Response and an uptick in-store traffic was almost immediate. Conversions rose 21% above the prior year’s campaign levels as well.
We know that when hard times hit, brands can’t stay idle. Interested in pivoting your brand’s strategies? Set up a consultation with us.
Pivot your marketing tactics for the rest of 2020!
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