Zip World.
001
Introduction
Client
Zip World.
Industry
Leisure
Marketing Discipline
Marketing Strategy
Pimento helps Zip World transform its marketing and increase revenue by 70%.
Founded in 2014, Zip World has become a major visitor destination in North Wales and is home to Velocity at Penrhyn Quarry, the fastest zip line in the world and the longest in Europe. Pimento was appointed in December 2016 to manage and oversee the development of Zip World’s marketing and team, with Stephen Knight taking on the role of interim CMO.
001
Introduction
Client
Zip World.
Industry
Leisure
Marketing Discipline
Marketing Strategy
Pimento helps Zip World transform its marketing and increase revenue by 70%.
Founded in 2014, Zip World has become a major visitor destination in North Wales and is home to Velocity at Penrhyn Quarry, the fastest zip line in the world and the longest in Europe. Pimento was appointed in December 2016 to manage and oversee the development of Zip World’s marketing and team, with Stephen Knight taking on the role of interim CMO.
002
Challenges
How do you build a more effective marketing strategy around a better understanding of your customers?
Pimento’s first priority was to develop a deeper understanding of Zip World’s guests and use those insights to improve its marketing activity.
The business needed to strengthen the customer journey, introduce greater flexibility into its pricing model and evolve its approach across channels including social media and PPC.
002
Challenges
How do you build a more effective marketing strategy around a better understanding of your customers?
Pimento’s first priority was to develop a deeper understanding of Zip World’s guests and use those insights to improve its marketing activity.
The business needed to strengthen the customer journey, introduce greater flexibility into its pricing model and evolve its approach across channels including social media and PPC.
003
Approach
Putting customer insight at the heart of the marketing strategy.
Pimento began with a customer segmentation exercise to better understand Zip World’s guests. Following this work, a marketing automation tool was introduced, changes were made to the customer journey and greater flexibility was incorporated into the pricing model.
The strategy also included changes to social media and PPC activity, the development of special events, and marketing support for the launch of a £3.6 million visitor centre with new rides, alongside the renewed promotion of existing attractions.
003
Approach
Putting customer insight at the heart of the marketing strategy.
Pimento began with a customer segmentation exercise to better understand Zip World’s guests. Following this work, a marketing automation tool was introduced, changes were made to the customer journey and greater flexibility was incorporated into the pricing model.
The strategy also included changes to social media and PPC activity, the development of special events, and marketing support for the launch of a £3.6 million visitor centre with new rides, alongside the renewed promotion of existing attractions.
004
Results
70% revenue growth in just two years.
The changes contributed to a 70% increase in revenue over two years.
Having completed the transformation of the marketing approach, Pimento then supported Zip World with the interview process for a permanent CMO before handing responsibility back to the business in 2018.
004
Results
70% revenue growth in just two years.
The changes contributed to a 70% increase in revenue over two years.
Having completed the transformation of the marketing approach, Pimento then supported Zip World with the interview process for a permanent CMO before handing responsibility back to the business in 2018.
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Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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