CASE STUDY:
THE NATIONAL WEDDING SHOW

Increasing Ticket Sales and Revenue
through Increased Online Presence

Objective:

The National Wedding Show runs wedding planning events, with hundreds of local exhibitors, over Autumn and Spring, across London, Birmingham, and Manchester. The National Wedding Shows’ objective was to bring all online paid media advertising inhouse to improve strategies, audience targeting, budget planning, cost efficiencies, ticket sales, footfall, and revenue; as well as developing all online media performance tracking and reporting across paid media, organic, email, social, and affiliate channels to improve revenue performance transparency and attribution.

Results:

Prior to the pandemic, 2019 saw significant year on year growth and revenue performance, with overall media investment declining and revenue increasing.

Background and history:

Timeline depicting the change in the events market

Approach & Deliverables:

Paid Search Advertising

Auditing past performance, keyword research, account restructure, implementing relevant landing pages and content, testing bidding strategies, reporting, analysing, and optimising to improve returns.

Branding & Lead Generation

Testing display platforms across Google’s content network (YouTube, Gmail, Discovery) and AdRoll to drive awareness. Driving leads through search and social channels to retarget customers online.

Learnings & Next Steps

Whilst the pandemic impacted many event companies, The National Wedding Show is seeing positive signs of increasing demand and stability in the weddings market in 2023, with a strong focus on maintaining and improving return on investment in 2024.

Paid Social Advertising

Researching relevant platforms, placements, audience targeting options, landing pages, and content. Launching and developing new campaigns across Facebook, Instagram, Pinterest, and TikTok.

Online Channels

Weekly performance reporting, analysis and catch ups with the wider marketing team to discuss real time improvements to online acquisition channels strategy, user journey, attribution, engagement, and returns.

'The National Wedding Show hosts wedding inspiration & planning events, welcoming over 40,000 wedding couples a year.'

The National Wedding Show runs events during autumn and spring, in London and Birmingham. Ocean Media Group wanted to develop in-house marketing teams to manage all online marketing channels growth. Objective was to develop and improve paid search and display advertising channels. Launching across multiple new paid social channels. Creating robust budget planning, audience targeting, tracking, analytics, and real-time revenue performance reporting across all online media channels to help improve ticket sales, footfall, and business strategy decisions.

CASE STUDY: THE NATIONAL WEDDING SHOW Increasing Ticket Sales and Revenue through Increased Online Presence

Approach & Deliverables:

Paid Search Advertising Auditing past performance, keyword research, account restructure, implementing relevant landing pages and content, testing bidding strategies, reporting, analysing, and optimising to improve returns.

Branding & Lead Generation Testing display platforms across Google’s content network (YouTube, Gmail, Discovery) and AdRoll to drive awareness. Driving leads through search and social channels to retarget customers online.

Learnings & Next Steps Whilst the pandemic impacted many event companies, The National Wedding Show is seeing positive signs of increasing demand and stability in the weddings market in 2023, with a strong focus on maintaining and improving return on investment in 2024.