How we helped a small marketing agency generate leads in the HoReCa industry

Client

Remain Visuals is a young marketing agency specializing in brand creation, social media management, brand optimization for its clients, and creating consistent visual materials for ongoing use throughout the company.

Challenge

Our joint challenge was:

• Acquiring a new client in the HoReCa industry
• Testing Remain Visuals' new offer for the HoReCa industry
• Gathering feedback from contacted prospects regarding the offer and developed sales process

Solution

Analysis and definition of the target group

The process of defining the target group included:

• Defining the geographical area (Silesian region +/- 150 km)
• Filtering hotels by rank (number of stars)
• Excluding hotel chains with centralized marketing management
• Focusing on private establishments

Data sourcing:

• GUS and EMIS databases specific for Poland,
• Google business cards scraping,
• Deduplication and verification of data from both sources.

Identification of decision-makers and contact channels

We identified two key decision-making personas:

• Hotel owner
• General manager/hotel director

Specifics of email addresses in the HoReCa industry:

• manager@domain.com
• generalmanager@domain.com
• office@domain.com

Outbound campaign strategy

The campaign was based on detailed personalization including:

• Social media channel analysis (Facebook, Instagram)
• Website audit
• Tripadvisor profile review

The message structure included:

• Presentation of audit results
• Indication of areas for improvement
• Reference to industry standards
• Proposal for a non-binding conversation

Additionally, we prepared:

• 2 variants of follow-ups (A/B tests)
• Study of motivational factors of the target group