Pau exhibition park boosts visitor numbers with digital development
The events held at Parc des Expositions de Pau (Pau Exhibition Park) attract more than 450,000 visitors a year. Sud-Ouest Publicité Sales Manager Roy Hayek explains his company’s desire to diversify its online offering using Google solutions: “We use Google+ to swap files and resources, and Search to define our target audience and learn more about our existing customers. These tools help us to find new leads, research CEOs and familiarise ourselves with their business practices. Today, Google forms an intrinsic part of our growth strategy.” Hayek is extremely satisfied with the results so far: “The quality of our sales approach has stepped up a gear. We had a 35% leap in new digital contracts last year and a 15% increase this year.” Since the exhibition park is a regular customer, Sud-Ouest Publicité offered to promote its October auto show using Adwords. “It’s a real selling point to be able to tell customers we can test their websites in real time and get good results. They get a Return on OInvestment of around 70 to 80%.” The Pau exhibition park currently invests 15% of its marketing budget online – but the switch to digital has only just begun. The company hopes to increase this figure to 25% by 2020 and has therefore recruited an apprentice to be its dedicated AdWords expert.
It’s a real selling point to be able to tell customers we can test their websites in real time and get good results.