What happens in Vegas, stays in Vegas? Not anymore! Fancy gigantic resorts are using Facebook to increase visibility and revenues.This is actually the case for the Aria Resort & Casino in Las Vegas, USA, that used Facebook as their tool for success.
The ARIA Resort & Casino wanted to increase visibility in a city where standing out above other businesses is required, so, they came up with the idea of using Facebook Ads and their Facebook Page. The main goal was to increase bookings and sales, but also, to gain more followers in Facebook as a way to publicise their brand.
In order to achieve their goals, ARIA used their Facebook page, which at the time had 200k+ fans, to post daily updates and promotions for their followers. ARIA also ran a Facebook Offer posted on their page, which customers could get directly from the Facebook page and then share it in their own profiles. But how would one person get to that promo?
Well, to raise awareness of the Offer, ARIA used Premium Facebook Ads driving to its booking site featuring the promotion. The ads were displayed on the user's homepages and in the news feed on their mobile devices. To maximize the impact, they also targeted friends of followers by showing in the news feed of friends of people who claimed the Offer: “[Karen Mendoza] claimed an offer from ARIA Resort & Casino.”
The results of the campaign exceeded expectations. 485% return of investment from the ads. Considering that the cost per click could be as little as one dollar, and that booking a night goes from 300 dollars (I checked it, I tried to book a room), we can safely say, that it was a successful campaign.
It did not only showed tangible results, such as the increment on reservations or the revenue from the Facebook Ads, but also they won recognition among the resort circuit, more followers and likes in their Facebook Page and an overall distinction from their fans. It was a strong idea, but it was a prize for the few months the promotion lasted. Nowadays, Facebook is only one of the tools a company needs to build successful campaigns. There are so many different options, and ARIA has added a Twitter account and a Pinterest board. And after surfing a little in its profiles, they are keeping with the daily updates, which is a good sign of commitment to their community.
This case study was taken from the Facebook Studio page. All the numbers and statistics can be read in the ARIA Facebook Studio Case Study, ROI/Sales.
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