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Case Study
Client Case Study

Hawk Walks NI

Jo and David are passionate about birds of prey and have been involved in their care and owned Hawk Walks NI for many years. They are based in Northern Ireland, where they run a business providing visitors with the opportunity to experience these magnificent creatures up close.

The couple's expertise in handling and training birds of prey is extensive, and they have developed a strong reputation for providing a high-quality, unique experience to their customers. Their collection of birds continues to grow, with each new addition carefully selected and trained to become a part of their business.

Jo and David's love for birds of prey is not limited to their business. They are actively involved in conservation efforts, participating in research projects and working closely with local authorities to protect these magnificent creatures.

Their passion and dedication have earned them recognition and accolades within the industry, and their business has grown steadily. Today, Jo and David are considered among the top bird handlers and trainers in Northern Ireland. Their customers return year after year to experience the thrill of getting up close and personal with these majestic creatures.

Quick Summary

17164

People reached

86014

Impressions

667

Link clicks

£388.71

Spent

£5529.80

Value sold

58

Website purchases

Data sample above is reported between 10/11/2022 and 24/12/2022 (6 Weeks)

The Challenges

The client, a small business owner offering birds of prey experiences, faced several challenges in reaching new audiences online. Limited reach was one of the primary challenges; despite having an exceptional service, the company struggled to reach a larger audience, which eventually affected their sales.

Furthermore, marketing a unique product like birds of prey experiences requires specific marketing skills, especially during Christmas. As a small business owner juggling multiple roles, time was a significant constraint, making it challenging to manage ad campaigns alongside other aspects of the business.

Additionally, during the festive period, the client faced fierce competition from other businesses offering Christmas experiences, making it challenging and expensive to stand out online. With so many social media platforms available, it was also difficult to know where to focus their efforts and which platforms would most effectively reach their target audience.
Limited Reach: One of the primary challenges faced by the business owner was limited reach. Despite having a great service, the company struggled to reach out to a larger audience, which limited their sales.
Marketing Expertise: Marketing a unique product like birds of prey experiences required specific marketing skills, especially during the Christmas period.
Time Constraint: Being a small business owner, the client juggled multiple roles, leaving them with insufficient time to focus on marketing efforts. This made it challenging to manage ad campaigns alongside other aspects of the business.
High Competition: During the festive period, the client faced fierce competition from other businesses that were offering Christmas experiences, making it challenging and expensive to stand out online.
Reaching the right audience: With so many different social media platforms available, it was challenging to know where to focus their efforts and which platforms would be most effective in reaching their target audience.

Our Solutions

To structure a social media campaign for Hawk Walks NI, we identified selling gift vouchers as the primary objective since the weather was not favourable during winter.

First, we developed a creative strategy highlighting the unique and unforgettable experiences of a bird of prey encounter, positioning the gift voucher as a perfect present for nature enthusiasts, bird lovers, and adventure seekers. We developed visually stunning social media graphics and videos that showcase the birds' beauty and magnificence and the unforgettable hawk walk experience.

Next, we developed a social media strategy targeting people interested in outdoor activities, nature, and adventure experiences, using Facebook and Instagram ad campaigns. We created customised audiences based on interests and demographics, targeting people who had shown interest in similar experiences or activities, increasing the likelihood of purchase. We also employed retargeting ads targeting people who have interacted with the business page or visited the website but didn't make a purchase.

Additionally, we created engaging and informative social media posts that would educate potential customers on the unique aspects of the experience, showcasing the beautiful locations where the experiences take place and highlighting the team's expertise in handling the birds of prey. We also showcased user-generated content and testimonials, increasing brand visibility and social proof.

Lastly, we developed a tracking and reporting system that would allow us to monitor the success of the campaign, track the number of gift voucher sales and conversions from social media ads, and make data-driven decisions to optimise the campaign and improve its results.

The Outcome

The social media campaign for Hawk Walks NI that focused on selling gift vouchers was a great success, resulting in 58 website purchases. The total amount spent on the campaign was £388.71, with £5,529.80 brought in on sales. The campaign reached 17,164 people and received 86,014 impressions, with 667 link clicks recorded. Overall, this campaign proved a cost-effective way of driving sales and expanding the business's reach, generating a high return on investment. The strategic targeting of potential customers based on interests and demographics, coupled with engaging social media posts and visually appealing graphics, resulted in a high number of website purchases, exceeding the client's expectations.
The Hawk Walks NI social media campaign was a resounding success, resulting in 58 website purchases. The development of a creative strategy that showcased the unique and unforgettable experience of a bird of prey encounter, combined with a targeted social media strategy, resulted in a high number of website purchases, surpassing the client's expectations.
With just £388.71 spent, the campaign generated a purchase value of £5,529.80, demonstrating a high return on investment. The campaign's success highlights the power of social media advertising as a cost-effective way of driving sales and expanding a business's reach.
By reaching 17,164 people and recording 86,014 impressions, the campaign expanded the business's reach and created awareness among potential customers. The customised audiences created based on interests and demographics helped in reaching out to the right people.
The campaign's strategic targeting of potential customers based on interests and demographics, combined with engaging social media posts and visually appealing graphics, resulted in a high number of website purchases.
The successful outcome of the campaign showcases the effectiveness of social media advertising as a cost-effective way of driving sales and expanding a business's reach.
Client testimonial

Working with Smart Marketing Group on our social media campaign was a great decision. From the beginning, their team demonstrated their expertise and understanding of our business needs, and they developed a creative and effective social media strategy that exceeded our expectations. The campaign focused on selling gift vouchers during winter when the weather was unfavourable for bird-of-prey experiences. Their team developed visually stunning graphics and videos showcasing the birds' beauty and magnificence and the unforgettable hawk walk experience.

Their team's strategic targeting of potential customers based on interests and demographics and engaging social media posts resulted in many website purchases, exceeding our expectations. The campaign reached 17,164 people, recorded 86,014 impressions, and generated a purchase value of £5,529.80, demonstrating a high return on investment.

Overall, working with Smart Marketing Group was a positive and professional experience. Their team's expertise and knowledge helped us to expand our reach, generate sales, and increase brand awareness. We highly recommend Smart Marketing Group to any small business developing an effective and cost-efficient social media strategy.

Jo & David
Owners of Hawk Walks NI

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