small and medium business case studies
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the client - The Arundell Arms Hotel
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The hotel has been owned and run since 1961 by Anne Voss-Bark. A former winner of the Woman Hotelier of the Year Award, she was honoured in 1994 to receive the M.B.E. for services to tourism. She is herself a keen fisherman and was recently presented with a lifetime Achievement Award for services to Angling. This year she celebrates the prestigious award presented from the Good Hotel Guide to the Arundell Arms of "Sporting Hotel of the Year." Her book "West Country Fly Fishing," a collection of essays by experts and friends including Ted Hughes, Dermot Wilson, Brian Clark and her late husband Conrad Voss Bark, is considered a classic.
The kitchen is headed by two Master Chefs of Great Britain, Steve Pidgeon and Chef/Director Phillip Burgess and supported by a talented and enthusiastic young team.
The Arundell Arms fishing is looked after by Roy Buckingham and David Pilkington who are not only outstanding fishermen but have taught over 12,000 men and women, boys and girls to fish at the Arundell Arms.
The business has raised it's profile worldwide, providing them with an eclectic mix of clientele from all four corners of the world.
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the relationship - providing service and attention
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Referred to Arundell Arms by her local Business Link advisor, we have built a good base of trust with Anne Voss-Bark enabling us to advise with difficult development partners and ensure that the best solutions is delivered for our client. We are working hard for the client and have been asked to discuss the next phase of development.
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the brief
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The hotel is in a very competitive market and when we were introduced to them, they had no useful ranking and an insignificant level of enquiries from the website.
The brief was clearly to drive more traffic to the Hotel in the most cost effective and targetted manner. There were a few particular markets that they wished to feature in to provide the best conversion into business.
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the solution
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Our recommended solution included the implementation and management of a pay per click campaign which would provide immediate results and a good indication of the website performance so that some alterations could be facilitated if required.
We also initially spent a little time with the client to ensure that they got the most from their incumbent CMS, as they had not received full training and we wanted to ensure that the content on the site was accurate and attractive to the arriving visitor, this is clearly important as we need to convert our traffic into business for a good return on investment. We did not charge for this service as we felt it was required and was done at the same time as engaging with the client.
The website was also optimised for natural search from the start of the project and we provide a solution that worked around the existing site files and content structure to give the best results for the site strucutre possible.
We also optimised the campaign to ensure the best cost per click was obtained and increase the traffic from the same budget through the second half of 2004, this proved to be reliable and successful and they continue the campaign to today.
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the results
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The hotel has seen a marked increase in enquiries from good quality clients that are targeted and easily converted into business.
We have also managed to achieve good ranking under Arundell's brand as well as the sought after term of 'Fishing hotel' which is No.1 on Google (as well as some confidential terms that we will not disclose).
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CALL 0800 294 2020 now to see how we can make your business a success story.
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