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87% reduction in customer acquisition costs
An empty seat in a tour is lost potential revenue so when Backcountry Bliss were looking to ensure every tour was filled, they turned to Eljay Marketing for help.
The Challenge
The client had developed a thriving business in Port Douglas and had good organic traffic but wanted to leverage paid ads to get in front of the right audience at the right time. Excess inventory in tours was wasted money so he wanted to leverage the power of Facebook and Instagram Ads to get more sales from people that were already in the region and were looking for more adventures.
Goals
- Bring in more customers
- Fill any empty slots on existing tours from last minute customers
- Reduce the cost of customer acquisition from online channels
- Build awareness and interest from customers prior to them being in the area
The Approach
Port Douglas is a tourism hotspot in Australia. Visitors come for short periods of time so a two tiered approach was necessary. We looked at audiences that were already there to fill last minute slots, as well as building a pipeline of customers that were in the planning stages of their trip to Port Douglas, or even using this unique tour experience as a foundational part of their trip. Early bookings means more reliable revenue.
Backcountry Bliss had an amazing catalog of imagery and video content that they had gathered over the years, which was perfect to create engaging and inspiring content. We built campaigns focused on local audiences to encourage last
Creative
Strategy
We took care of creative strategy and production of all creative assets, creating dozens of new ads and creatives each month.
Facebook
Ads
By using high performing creatives, we promoted through the power of social media advertising across Facebook.
Instagram
Ads
Instagram is a powerful channel to reach audiences that do not engage with Facebook.
How did it go?
Generating sales on Facebook used to cost Backcountry Bliss $218 per customer before working together.
Within 10 days, new campaigns were set up, replacing struggling campaigns and securing an immediate return on investment. We were able to reduce the acquisition cost to $28. The ads drive significant traffic from an audience that was already in the region and looking for activities during their stay.
Since working together, Backcountry Bliss has been listed as a featured company in the official Regional Tourism Organization of Cairns and Great Barrier Reef and been featured on multiple news and morning television programs.
They’ve gone from running one tour a day to 4 tours per day being sold out weeks in advance.
The Results
10.59x
Return on Ad Spend
Every dollar spent in online advertising resulted in $10.59 in revenue
657%
Improvement
on Ad Results from past agency
87%
Reduction in CPA
Reduced cost of acquiring a new customer online by 87%
Don't take our word for it...
Hear from Backcountry Bliss owner Jason Heffernan about how his experience has been working with Eljay Marketing.
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