Get Up and Ride
SEE NEW YORK IN A NEW WAY!
Founder Felipe’ Lavalle of Brooklyn, NY
Taking notice of the approximately 56m tourists flowing in-out of New York City annually, Felipe’ also identified a little white space at the ‘edge’. Jumping all in to an entrepreneurial launch of a NYC Bike Tour Company, he promised tourists an alternative experience to the gawker traps, a best of ‘off the beaten path’ including the latest happening sites in Brooklyn –which at the time in 2014 was deemed the epi-center of cool for the entire planet -& maybe still remains so. Revenue climbed for the first 9 months nurtured by aggressive social media campaigning, a few well-placed PR articles & word of mouth buzz; however, a sales plateau was soon reached. Felipe’ needed to drive more traffic & double revenue to sustain the business.
Focus on 4 realms of impact: 1 analytics infrastructure: identified need to define & monitor e-commerce goals, by setting up event tracking on the GUAR site, for Buy Now-Gift Tour-Email Sign Up buttons, as not only did GUAR’s e-commerce platform take users out of the GUAR website, it also didn’t provide real-time analytics, only monthly reports. This new level of activity reporting along with Google analytics review established the current conversion rate toward informing CPC, sales goals & ad spend/budgeting proposals. 2 positioning tweak: refined more toward tour offering’s relevancy to 8m resident New Yorkers, along with articulation of audience profiles: epicurean, art enthusiast, history lover, green-consumer, fitness-focused, etc. 3 basic marketing tactics, including SEO enhancement through top keyword research for company, tourist & local audiences along with site copy modification, & the recommendation to utilize Adroll re-targeting service 4 Facebook ad development across identified target profiles plus A/B testing implemention.
DETAILS & STATUS