Sydney Airport Shopping

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  • Challenge
  • Solution
  • Result

Sydney Airport Shopping is the official, multi-lingual website representing the retailers within the T1 International and T2 Domestic Terminals at Sydney Airport. There are over 100 stores located throughout the two terminals and the site provides retailers with an opportunity to promote their stores, product ranges and latest offers and promotions.

The Brief

The goal is to drive traffic to the website, increase the website membership database and convert purchase intention into in-store purchases when travellers are at the airport.

Blackglass provides a complete suite of online marketing services for Sydney Airport. On a day-to-day basis, we employed a range of marketing tactics including:

  • SEO optimisation and Google Adwords and Facebook advertising spend management
  • Social media monitoring
  • Media planning and buying
  • Affiliate marketing
  • Recommending and managing outsourced website design and development updates to regularly refresh the site
  • Copywriting new site content
  • Email marketing

Sydney Airport Shopping has seen its number of unique visitors grow from zero to 1,177,442 in approximately 3 years at over 25% annual growth rate year on year and now boasts an email membership database of 40,000. Additionally the site’s Google Adwords Cost Per Click is continually decreasing.

Sydney Airport regularly communicates with its members providing updates on new store openings and a range of special offers provided by the retailers.

Due to the successful management of the account, Blackglass was introduced and appointed the Email marketing managers for the Corporate and Parking divisions of the Airport.

Curves

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Curves Womens Fitness Gyms
  • Challenge
  • Solution
  • Result

Curves is Australia’s number one female only fitness centre, and has over 10,000 clubs worldwide.

The Brief

Blackglass was appointed to run a lead acquisition campaign for Curves womens fitness that sought to encourage potential customers to sign up to one of the 350 Australian and 40 New Zealand Curves clubs. The first few months of the campaign were used to test a wide range of channels and to assess which ones guaranteed the best return of investment (ROI) in terms of quality leads generation.

Blackglass workshopped with multiple Curves stakeholders and conducted extensive market research of the target audience to define the next steps that Curves should take to achieve their objectives. This marketing strategy recommended that Curves test multiple types of media.

Once the strategy was agreed upon, Blackglass focused on its implementation.

The campaign consisted of managing:

  • Pay Per Click (PPC) on Google Adwords, Yahoo and Facebook
  • Affiliate Marketing using the Commission Monster Network
  • Multiple sponsorships of relevant websites
  • Email List Rental
  • Social Media Marketing

Blackglass monitored the effectiveness of these results using a variety of tracking tools such as:

  • Internal URL lead tracking: Referrer / Sub referrer
  • Google Analytics UTM tracking
  • Phone call reports

In just four months from the initiation of the campaign Curves30.com.au received more visits than in the whole year of 2009. Blackglass’s strategy saw the Cost Per Lead decrease by 73% from the 2009 figure and a total of about 6,000 web leads in five months. The number of leads Curves generated in 2009 was achieved within three months of the Blackglass managed campaign at approximately three times less budget.

Blackglass’s testing of all types of media on more than twelve networks and websites received very positive feedback. The franchisee praised both the quality and quantity of the leads that resulted from the campaign.

Blackglass is now running the online marketing for Curves in Australia, New Zealand, England and Wales.

Testimonial

“Curves has been working with Blackglass for the past 6 months & has dramatically increased its online presence and lead generation throughout this time. This has been achieved through the sound strategy & direction of Blackglass & the constant attention to detail on all elements of the campaign.

Their customer service is of the highest standard. As a result of consistently being on top of the brief, this has allowed us to integrate all elements of our Marketing mix to ensure we are maximizing the effectiveness of our Advertising spend”

Kind regards

Yvonne Shepherd
Marketing Director
Curves Australia/New Zealand

The Knot

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  • Challenge
  • Solution
  • Result

A lot of planning and purchasing is required for a wedding. The Knot is the one-stop wedding website that provides assistance, links and advice for wedding planners. The site covers areas such as bridal gowns, wedding dresses, photography, make-up, beauty and even honeymoon locations.

The Brief

Blackglass was tasked with managing the Pay Per Click (PPC) account and to assist with the Search Engine Optimisation of one of Australia’s leading wedding websites. While the number of Unique Visitors and the Cost Per Click (CPC) were some of Blackglass KPIs, the main KPI set by The Knot was to drive users with strong engagement metrics to the website.

By incorporating Pay Per Click and Search Engine Optimisation, Blackglass instigated a drive of targeted customers to The Knot website. The success of this strategy consisted of running result-driven campaigns with Google Adwords, Yahoo! Search Marketing and Facebook advertising.

A strong relationship exists between Blackglass and the client, allowing close contact with their editorial, technical and marketing teams when updating and optimising the landing pages, ad copy and promotions.

Blackglass also provides ad hoc recommendations in other online marketing fields such as social media.

Within the first month of the PPC campaign Blackglass achieved a CPC of 60% below initial objectives. This initial CPC has now been more than halved on Google Adwords. Facebook advertising is getting even better results with a steadily decreasing CPC. The monthly organic traffic has almost tripled in the past six months.

The traffic coming from their Facebook page is constantly growing and has increased to five times its original number in six months.

Following this achievement, the client approached Blackglass to manage two of their other websites: Primped and Youngeryou.

Testimonial

“Blackglass manages our digital marketing budgets for all our brands. Their experience and expertise, especially around the execution and management of all our PPC activity, is invaluable to us, and we are very pleased with the results they have delivered.”

James Hannan
General Manager
Independent Digital Media

Direct Connect

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  • Challenge
  • Solution
  • Result

Australia’s leading connection service company, Direct Connect, provides the assistance needed when moving homes. Direct Connect can connect your gas, electricity, home phone and internet from one convenient website.

The Brief

Blackglass was tasked with managing Direct Connect’s Pay Per Click account and Search Engine Optimisation audit, with ongoing recommendations. Additionally it was requested that Blackglass provide an email marketing tool with support.

Blackglass produced a Pay Per Click campaign on Google Adwords and worked on improving their Search Engine Optimisation using tools such as Advanced Web Ranking and Traction. The objective was to enhance their search engine ranking and increase traffic to the site. The end goal being to increase the number of connections made through the site.

Direct Connect has now secured the top five Google positions for  most of the main traffic driving terms which focus on gas and electricity connections.

Blackglass’s expertise led to a Cost Per Click reduction of 48% and a 84% traffic increase.

Blackglass’s accomplishments on the Direct Connect site led to an appointment as Online Marketing Manager of Search, Email Marketing and Social Media for movingtracker.com.au and Lumoenergy.com.au.

Primped

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primped-cs-banner
  • Challenge
  • Solution
  • Result

Primped is Australia’s first entirely online Web 2.0 destination dedicated to the beauty industry. Primped is devoted to displaying tips and tricks about feminine beauty products.

The Brief

Blackglass was appointed to take over Primped’s Pay Per Click (PPC) campaign with the key objective being to drive qualified traffic to the website for as little as possible.

Initially Blackglass cleaned up the existing campaign and set up and closely monitored the account to optimise result. Recently some of the budget was shifted towards Facebook advertising. Blackglass also assists Primped with Twitter and Facebook social media marketing.

The CPC has dropped by 15% and is steadily decreasing. The average pages per visit from PPC campaigns have tripled and the time spent on the site has multiplied four times the original figure. Additionally the monthly organic traffic has experienced a 60% spike in the past six months.

Twitter and Facebook now represents about 8% of their traffic source in comparison to 4% six months ago.

Testimonial

“Blackglass manage our digital marketing budget on all our brands. Their experience and expertise, especially around the execution and management of all our PPC activity is invaluable to us, and we are very pleased with the results they have delivered.”

James Hannan
General Manager
Independent Digital Media

Shop A Docket

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SADscreen
  • Challenge
  • Solution
  • Result

Shop A Docket, the market leader in voucher, coupon & docket advertising in Australia, distributing more than 100 million advertisements each week.

The Brief

The challenge for Shop A Docket was to replicate the success of their business online – as a result, Shop A Docket was born.

Blackglass was engaged in 2007 by Shop A Docket to develop an online marketing strategy to specifically build a membership database, increase revenues of the website and drive closer interactions with their retailers at a local level.

Blackglass developed a digital blueprint and marketing plan.

We were appointed by Shop A Docket to be the online marketing manager to execute tactics outlined in the original strategy which included permission based Email marketing, Pay Per Click (PPC) management, Search Engine Optimisation (SEO), Web Content Creation & Management, Affiliate marketing and more.

Blackglass grew and developed the membership database from zero to 40,000 in three months. After 18 months the membership database exceeded 130,000 and is now fully segmented and profiled.

From a search standpoint, Blackglass conducted a full SEO audit and made recommendations on how to make the website more SEO friendly. Recommended changes were implemented and Shop A Docket currently holds the number one and two positions on Google for ‘dockets’ and ‘coupons’. The website also ranks in the top ten results for other key terms such as ‘restaurant coupons’, ‘pizza vouchers’, ‘pizza coupons’, etc. Even for more detailed brand names like ‘dominos vouchers‘, & ‘pizza hut vouchers’. The organic traffic has increased by over 70% in 2010 in comparison to 2009 figures.

In SEM, the Cost Per Click has been decreased by 50% in the past 18 months while the site traffic increased by over 42% and now is consistently receiving 80,000 unique visitors per month.

Blackglass also introduced multitudes of new online revenue streams, with Shop  A Docket now averaging $50,000 in monthly revenues.