There is a saying that ‘if you can’t be seen, then you don’t exist’, and this is exactly where MediaAnalys helps us – to be visible in the most effective way. We notice this immediately in that the number of bookings is rising all the time, which means we can continue to expand here in Kalmar.
- Ingela Nicolausson, Slottshotellet
Slottshotellet is an oasis right in the heart of the city of Kalmar in southeastern Sweden and counts the Kalmar Art Museum and Kalmar Castle as its neighbours. The hotel is situated in the centre of the city, close to the shops, restaurants and cultural and leisure activities.
Ingela Nicolausson has been running Slottshotellet in Kalmar for just over two years. When she took over the hotel, it was run in a very traditional way, and Ingela immediately realised she would need to use different ways of marketing the charming little hotel situated next to the castle in Kalmar with its fine old traditions. To make her marketing more effective, she contacted MediaAnalys, knowing that we could help her with online marketing.
Ingela herself had no knowledge about the subject, but quickly realised that, if anyone could help her, it was MediaAnalys. Work began by optimising her site, and she also bought the Search Guidance service. Ingela wants to compete with the large hotel chains but has a more limited budget with which to manoeuvre, so she thinks that Internet marketing is very suitable! /p>
Objectives
The primary target is, and has been, to increase occupancy of the hotel, which is being expanded and renovated all the time – there is always something happening at Slottshotellet! They wish to be regarded as a good alternative to the “usual” hotels in Kalmar and have something to offer to all types of guests who come to Kalmar in need of overnight accommodation. /p>
Implementation
As Slottshotellet has the Search Guidance service, it means we can draw up a media plan covering all types of marketing done for Slottshotellet, with the focus on them being as visible as possible on the Internet on their most important keywords and having their website as their most important marketing channel.
We draw up long-term plans, which have resulted in very good placings on Google’s organic list. At the same time, we work on campaigns via PPC, for example to increase occupancy at weekends. Currently, we are looking after updating Slottshotellet’s website, which saves Ingela a lot of time. We are a complete supplier when it comes to her website and the marketing of her business.
Results
For a number of months, we have run a PPC campaign using the keyword “spaweekend”. These sponsored links have resulted in around five new bookings of spa weekends in Kalmar per weekend! Currently, Slottshotellet has the best occupancy in terms of the number of rooms of any establishment in the trade.