Sky Park St. Louis Case Study
A clear plan for a new project or just an idea on a napkin?
Sky High ROI
We used Facebook to show ads to Skypark's ideal customer, which showed that 308 reservations were booked after seeing an ad. Let us show you how we did it.
77
Web Sessions On Ad Spend
$0.48
Cost Per Web Session
308
Cars Parked
9x
Return
Skypark’s Story
Airport Parking
Not something you think about often, but when it comes time to load up the car and head to the airport, the last thing you want to worry about is finding a place to park, and even worse, paying the outrageous airport parking rates.
Enter our friends at Skypark Airport Parking. Family-owned and operated, and just three blocks from Lambert St. Louis Airport, these guys treat you, and your vehicle, like family. What’s more, this option is perfect for the value-minded and/or frequent flyer, with daily rates coming in at just $8, as opposed to more than $20 at the airport itself.
Skypark’s Goal
New Customer Acquisition
Customer loyalty in this industry is high, which is why finding new customers was the first goal for Skypark Manager Mike Watz. In the past, Skypark had relied on traditional advertising to bring in new customers, specifically billboards along the highway, near the location of the lot. As technology began to evolve, it became apparent to Mike that people were clearly doing their research long before they saw the Skypark billboard right by the airport. With instant access to information about all of the airport parking lots available near Lambert Saint Louis, consumers were making up their mind long before they hit the road. At this point, he knew it was time to move into the digital landscape to make sure Skypark was capturing the attention of his potential customers long before his competitors could. (Great move, Mike!)
SECURE AIRPORT PARKING with a SECURE DIGITAL STRATEGY
Our Solution
With Skypark’s customer service, range of amenities, and its value-driven pricing (65% cheaper than other options), it’s easy to see why it soars above the competition. All we had to do was use his first-party data to show the right message, to the right person, and convince these users that Skypark Airport Parking was the answer to all of their parking woes.
Step One
Collect First-Party Data
The first step to any marketing strategy should always be to identify who your current customer is. By collecting information about your current customers, you can plan your marketing strategies based on the customers who are actually purchasing from you. Who are these people? What are their interests? What are their purchase behaviors? What item(s) are they purchasing most? What items are they purchasing least? Not only does this tell you the type of consumers you should market to, it tells you what you should market to them. You can then use this data for audience segmentation and reporting, as well as driving more repeat purchases.
FIRST-PARTY DATA: information collected about your current customers and audiences.
Step Two
Airport Parking
We wanted to make sure that the people seeing our messages, actually cared about what we were saying. Since the goal was new customers, we broke this down into four key groups, making sure to exclude the first-party data from Skypark’s current customers from all of these audiences, ensuring that we are only targeting new potential customers.
Facebook Fans
Website Traffic
Users Who Engaged With Content
Frequent Flyers
Step Three
Create Valuable Messaging
As previously mentioned, not only is Skypark the cheapest for daily parking, but it also provides amenities that are unmatched by the competition, including oil changes and detailing. We focused on these areas, while also taking the users directly to a page where they could immediately make a reservation.
New Management + New Strategy = A Winning Combination
Since 2014, Skypark's average monthly revenue has increased by 18.31%
The Results
Through our efforts, we were able to show that 308 of the reservations booked saw an ad from one of our Facebook campaigns before they booked. Remember, because we used Skypark’s first-party data to exclude current customers, these were new customers, which resulted in a new customer acquisition cost of $6.09 and a 9X return on adspend.