How Gonnado helped Alpamare to increase their ticket sales to 120% and achieve a ROAS of 21x.
increase of ticket
increase of ticket sales through
Return on Ad Spend (ROAS)
PERFORMANCE MARKETING WITH COUPONS TO INCREASE TICKET SALES
The Alpamare on Lake Zurich is the largest water and fun park in Switzerland with around 500,000 visitors per year, 25,000 square metres of space and 12 slides with a total length of 2.1 km. Alpamare belongs to the Spanish Aspro Ocio Group. With 31 water and leisure parks in seven European countries, it is the third largest operator of water and leisure parks in Europe.
We have been achieving excellent results with Gonnado for several years. Gonnado provides us with the most sales and newsletter subscriptions among our online marketing partners. What we particularly appreciate about Gonnado is the fact that we are able to carry out very targeted promotions at short
MARTINE OOSTING, PARK DIRECTOR AT ALPAMARE
Alpamare has commissioned Gonnado to sell additional tickets during the spring holidays through online marketing. The aim is to promote certain regions more intensively than other regions. In addition, this should generate registrations for the newsletter. Since Alpamare sells over 90% of its tickets offline at the box offices, these stationary purchases are to be measured with mobile coupons.
Gonnado has promoted different geographic and demographic audiences with Google Ads and Facebook Ads. With the data platforms of Gonnado, Google and Facebook, prospecting ads reached new customers. Search ads were also used to reach new customers. In addition, existing leads were contacted through email and SMS messages as well as on-site layer and retargeting ads. The promotion offered a 25% discount voucher as an incentive.
The number of sales Alpamare achieves through online marketing increased by 120% during the promotion. All in all, all ticket sales were increased by 7%. Because all interested parties who ordered the voucher also registered for the newsletter, many newsletter registrations were generated. All in all, the promotion achieved a very attractive ROAS of 21x, thus clearly exceeding the target.
Alpamare can control the utilisation of the water park in a targeted manner through sales promotion with Gonnado. For example, in peak seasons or low seasons additional tickets can be sold through online-to-offline promotions. Alpamare can thus further increase its market share. Thanks to the many newsletter subscriptions generated by Gonnado, Alpamare can also increase customer loyalty with the newsletter and achieve targeted repeat purchases.
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