Arguably one of the most recognisable bar & restaurant chains around, The Botanist is a secret garden of fantastic food, innovative drinks and awesome atmosphere brought with regular live music that proudly sits in the hearts of many communities across the UK. In a handful of years it has propelled itself from the original venue to now occupying 20 sites across the UK. From: Cardiff to Cheltenham, Birmingham to Bath, Marlow to Manchester, and many places in between!
We began working with The Botanist in 2016, who – similar to many hospitality brands that we’ve worked with at Pole Star Digital – were in the process of embarking on rapid expansion across the country. They had many challenges to navigate while doing so: migrating to a new website launch, engaging with local communities surrounding their new location launches, while seeking to maintain and impress their strong brand on existing a new customers alike.
We worked alongside the client to identify a strategy that would allow us to support this expansion. A strategy with digital marketing sitting at its heart. By working closely alongside the internal team, and other agencies (web developers & designers) we first helped to relaunch their site, capitalising on search engine visibility, while also taking the opportunity to implement web analytics leveraging the ability to track business critical actions, such as newsletter sign-ups, gift card purchases, masterclass bookings, and restaurant reservations.
Alongside this we conducted 360° Photoshoot to capture the incredibly interiors that The Botanist offers. Optimising this for Google Search and Maps this allowed customers to take a virtual tour of the locations, from the comfort of their own home via desktop, tablet, or mobile. In turn we worked to boost their Local SEO visibility 24 hours a day, 365 days a year with no ongoing running costs.
We developed striking creative & attention-commanding ad copy to use in the promotional activity we ran across Facebook & Instagram. Optimising this activity for driving awareness for their soon-to-be-launched sites, as well as supporting existing sites with campaigns driving newsletter sign-ups, and – importantly – reservations. Working closely with the team and the individual venues, this enabled us to help optimise the capacity of their restaurants across their numerous sites,
The various aspects of the ongoing commitment enabled us to establish solid foundations from which their expansion could build upon. As ever, we worked in an agile & flexible manner meeting the needs of the ever-changing and fast-paced world of hospitality, navigating them towards achieving important underlying business KPIs, not just arbitrary metrics.
During our time working alongside The Botanist we ran numerous Facebook & Instagram campaigns across their multiple sites optimised for varying objectives, from:
…these were aimed at delivering: qualified traffic, newsletter sign-ups, pre-launch announcements, and reservations across their ever-expanding national footprint.
Across this time we saw multiple successes, from achieving email newsletter sign-ups for 81.89% lower than they had experienced previously.
In addition to this, or Local SEO optimisation helped to significantly increase local organic visibility, as well as driving a significant increase in enquiries and bookings made from organic channels.
Across our time of working with The Botanist we helped develop a platform to reach hundreds of thousands of new & prospective customers, and directly drive thousands of bookings from social media. This helped to provide a strategically significant return on ad spend using these channels to help catapult the brand to a far broader national footprint, ultimately delivering real-world value, something we employ in all our work at Pole Star Digital.
905.62%ROAS (Bookings made via Social Media)
Since we were founded in 2015, we have provided an average 4130.07% Return on Ad Spend (ROAS) for all our Social Media clients.
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