The challenge
Agility originally met with The Milton Maze at Rectory Farm in February 2019 with a view to assisting with A Digital Campaign for their Summer Maize Maze. This was put on hold due to the pandemic. Fast forward to 2022 and Agility were happy to help with a Digital Campaign for their 2022 Pumpkin Patch to increase sales on 2021.
Our strategy
At Agility we use our proven strategy & algorithms which push prospects through a conversion funnel – taking cold audience to warm, warm audiences to hot and hot audiences to purchase. We target different audiences with different advertisements as the messages differ.
To fully promote the event, we recommended a 4-week digital campaign across Facebook, Instagram and Google Search. Having postcode mapped 2021 customers, we recommended a 45-minute drivetime target. In addition, we reviewed and refreshed their email template and incorporated two email broadcasts throughout the campaign.
We also reviewed and made key recommendations for improvements to the campaign landing page including copy, layout and placement of call to actions throughout the campaign to ensure best possible chance of conversion.
The results
The results speak for themselves, with a modest media investment of <£3,500, we tailored digital campaigns to a mix of engaged and prospect audience. This led to the event selling out and an increase on geographical reach due to our targeting. Our email campaign averaged nearly 60% open and a more than 8% click through rate. Where we really saw huge gains were the sales and revenue figures year on year.
Milton Maze have confirmed they will continue to use Agility going forward and we look forward to building on the success with them.
43%
Ticket Increase
60%
Email Open Rate
>8%
Email CTR
