// AWS Web Strategy Promotes Metro Detroit's Largest New Year's Eve Party.
What better way could there be to reflect on the successes of 2005 and celebrate the beginning of a new year, than for AWS to promote Detroit's biggest New Years Eve Party? The Resolution Ball grows considerably each year as a result of offline marketing and word-of-mouth. This year, the people at The Social Connection were in search of a way to reach out to people that they wouldn't normally have access to. The AWS web strategy accomplished this goal, and attributed to the party's 70% growth this year!
-Chris Spiek, AWS Vice President
Business Goal
The Social Connection is a well recognized organization in Detroit that caters to upscale professionals that are in search of the ultimate social calendar. Each year when the calendar rolls over, TSC throws the swankiest party in town: The Resolution Ball.
A Google Ad used in the NYE campaign
This year two goals were set for the party: market the invitation to as many upscale professionals as possible, and target people that have not been reached in the past. They approached AWS to craft a web marketing strategy that would attract people that were searching the web for something exciting to do on New Years Eve in Detroit.
Strategy
A Pay-Per-Click marketing campaign comprised of over 2,800 key words was constructed to target every large Southeastern Michigan City and the Chicago area.
Upon clicking the advertisement, each prospective customer was taken to a one-page website that displayed specific information about the event.
During the month-long initiative, funding was continuously reallocated to the areas of the campaign that had the lowest cost-per-sale and highest number of quality clicks.
A one page website used to convert web visitors into customers.
Results
The AWS Web Strategy attracted new customers to the event for an overall cost of less than $4.00 per ticket sold, and was successful in assisting TSC in achieving a 70% growth in attendance. A great time was had by all, and The Social Connection was successful in exceeding their projected growth numbers for the year.
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