Hi there,
Really happy to give you some initial thoughts and guidance on your go-to-market strategy for the new booking platform. Expanding to a new city with outdoor events for families is definately a challenge that requires careful planning and a robust approach, specially with a new booking platform.
We'll need to look at your ideal customer...
First things first, let's definately nail down your ideal customer persona for this new city. It sounds obvious, but really dig into the details. Don't just assume the same demographics from your current location apply. For instance, are you actually targetting families or is there just one parent booking, and what is their profile (like age group and demographics)? I remember one client we were workng with: a kids play centre. We had a major breakthrough when we stopped targetting "families" and started honing in on mums aged 25-40 with interests in parenting blogs. The results were much better, so I suggest you check and test this assumption!
Think about what their typical day looks like, what are their pain points? What are their favourite websites and social media platforms? Where do they typically hear about local events? Understanding this will help you craft more effective ad campaigns and choose the right channels.
I'd say you should test mobile experience...
Given your target audience, i'd say you should make sure that the mobile experience for your new booking platform is flawless. Parents are often on the go, juggling multiple tasks, and booking events on their phones. A clunky or slow mobile site will definately kill conversions and make people just close the page. Make sure the booking process is intuitive and easy to navigate on a mobile device, with clear calls to action and minimal steps required to complete a booking. Test it on different devices and browsers to ensure compatibility.
You probably should assess the competition...
Take a look at the competitors in the new city. What outdoor events are they offering? How are they marketing themselves? What are their price points? Think about what you can offer thats different and makes you stand out. Is it a unique type of event? Is it a better price? Is it a more convenient location? Is it better equipment or other activities included? When we worked with a similar events company in the past, we carried out comprehensive competitive analysis before launching any ad campaigns. It helped us identify opportunities and adjust our messaging to resonate better with the target audience.
You'll need an advertising strategy...
Based on your target audience and the competitive landscape, devide an advertising strategy across multiple platforms:
Social Media Ads: Facebook and Instagram are probably your best bet for targetting parents. You can use demographic, interest-based, and behavioural targetting options to reach your ideal customer persona. I'd suggest you experiment with different ad formats, such as image ads, video ads, and carousel ads, to see what resonates best with your audience.
Google Ads: Consider using Google Ads to target people who are actively searching for outdoor events for families in the new city. You can use keyword targetting to reach people who are searching for specific types of events, such as "kids outdoor activities" or "family-friendly events".
Local SEO: Optimise your website and Google My Business listing to improve your visibility in local search results. This will help people find your events when they are searching for things to do in the area.
Partnerships: Partner with other local businesses or organisations that cater to families, such as schools, libraries, and community centres. This can help you reach a wider audience and build brand awareness.
I've detailed my main recommendations for you below:
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Target Audience | Develop a detailed customer persona for the new city, focusing on the parent who typically makes the booking (e.g., mums aged 25-40). |
| Mobile Experience | Ensure your booking platform is fully optimised for mobile devices, with a smooth and intuitive booking process. |
| Competitive Analysis | Conduct a thorough analysis of competitors in the new city to identify opportunities for differentiation. |
| Advertising Strategy | Implement a multi-channel advertising strategy including Social Media Ads, Google Ads, Local SEO, and Partnerships. |
| Website and Messaging | Ensure your website's landing page is optimised for conversions with clear sales copy. |
I've run quite a few campaigns for events companies and i definately know what messaging works and what type of website layout helps with the conversions. I also have a dedicated website copywriter who's got experience writing for events companies.
I'd definately recommend you get a professional to go over your website so you don't waste any money on advertising. If you want to have a chat about how we can help you with that, there's a link in my bio to book a free consultation.
Regards,
Team @ Lukas Holschuh
