“Okay, it wasn’t the right idea, but my thinking was this… How might we replicate the Billy’s experience outside of the wine bar?”
I had just pitched the idea of a Billy’s Summer Garden Party to the WhatsApp group Kerry, Sophie, Wayne, and I used to collaborate and had been met, quite rightly, with a series of tough questions I couldn’t answer. Where would we put the marquee up, how would we manage the ticket sales, how would I get paid for the marketing work, etc.
I continued: “We might open another bar, start an online wine club, buy a marquee and host outside events like weddings, birthdays…” I had read about using the “how might we” question as a way to spark creative thinking and collaboration on Google’s Design Sprint website the week before, and sure enough it began to work.
Kerry first, then Sophie, and finally Wayne started adding ideas on the group. I don’t remember who came up with the idea of a mobile bar for hire, or the name Billy’s Outside, but we all knew right away we were on to something.
Billy’s mobile bar.
Billy's Outside waitress, Melissa.
Fast forward a couple of weeks, and Billy’s management team had sourced, wrapped, and road tested the new mobile bar. The next challenge was to build a low-cost repeatable system for generating enquiries and bookings. We had talked about testing Facebook Adverts and Funnels for various smaller product launches in the past, but Wayne and I agreed the potential return on investment from each Billy’s Outside event made this the perfect candidate.
Using ClickFunnels, we built out an enquiry funnel consisting of a Landing Page and popup containing an optin form, Qualification Page with form, Thank You Page, and an Automated Confirmation Email. The system then sent a notification email to Kerry containing the contact details and qualification answers.
Next, using Facebook’s Power Editor we crafted the first advert to test, setting the targeting to 40–60-year-old women within 25km of Billy’s Wine Bar, and the budget at £5 per day for five days.
For the test advert, we used a slightly obscured image of the bar which we felt generated intrigue, and crafted copy around the main benefits of hiring the mobile bar. Clicking any of the links in the advert would direct the user to the landing page.
Billy’s Wine Bar Facebook Advert Account.
The landing page had several sections, the first of which was an introduction consisting of a clear heading and subheading, then photographs and descriptions illustrating the core offer of a fully stocked bar for hire, waitress service, and glass collection.
The second section consisted of a pricing table explaining the flexible payment options, and the first of two check availability buttons which when pressed would open the popup containing the optin form.
Pricing table section.
The third section was an FAQ, made up of questions asked by guests at an informal launch party we hosted in order for Kerry to road test bar, and for my apprentice, Sam and I to get some photographs.
The fourth section was a gallery of photographs from the launch party for people to see the bar in use. We intend to add to this section as we get more from live events.
Launch party gallery section.
The last section repeated the call to action and housed the second of the check availability buttons. Clicking the button opened the popup containing the optin form. We also added some helper text to explain what happens next.
Call to action section.
We placed the optin form in a popup on the landing page to make sure we captured the contact details of any potentials leads first, in case they abandoned the funnel steps further along the process.
The purpose of the qualification form was to weed out any time wasters. The questions are very specific to an actual event and would discourage anybody continuing if they didn’t have a real party in mind at this stage.
Thank You Page
The thank you page validated the previous actions taken and informed the lead of the next steps. At this stage, the system would email a notification to Kerry, which she would follow up at the next convenient time, but we also added contact details if they wanted to move faster.
Thank you page.
Unfortunately, I didn’t capture the analytics immediately after the campaign had ended, but have included the latest numbers as an illustration below. And I messed up getting the Facebook Pixel Custom Conversion tag to fire, so had to combine the stats from a few sources to arrive at the following
– We spent £25 on Facebook Adverts over five days
– We had six people make an enquiry (5 through the funnel, one on the phone)
– We paid just over 6p per click from Facebook
– We paid £4.17 per lead, all of which booked
ClickFunnels overview page.
The Billy’s team was over the moon with the initial results, so much so, we decided to pause the advert for two weeks while Kerry works through making all the arrangements for the first six parties. We will switch the same advert back on next week, with the same targeting, and compare the results of the two campaigns before deciding what to test next.
The combination of asking the right question and developing a great product, building out a reusable enquiry funnel, and using a well-targeted advert made this initial test a success. It has strengthened our relationship with Billy’s team and set the conditions for future development and testing.
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