Implementing a full-funnel strategy enabled The Jockey Club to engage the target user at every stage of their onsite journey.
Revenue uplift from traditional overlay to Digital Assistant
Display advertising ROI – prospecting and retargeting
Founded in 1750, The Jockey Club has grown to become the largest commercial group in British horse racing, owning 14 leading racecourses. Ve has been working with TJC for a couple of years, starting off with its email remarketing solution and Digital Assistant. Digital advertising was later incorporated for certain key events in their calendar. Using Ve’s full suite of solutions, a consistent customer journey could be formed, driving engagement and conversion.
The challenge for TJC was two-fold. Firstly, they wanted to reduce the number of users abandoning their site without completing a race booking. Secondly, it was important for them to drive new and high quality traffic to the site to increase ticket sales for all races. Whilst achieving this however, it was crucial that a high-level of customer service and engagement was retained throughout the relationship.
We ran campaigns with Ve last year to support 3 of our major fixtures – The Investec Derby, Coral Eclipse and Betfair Tingle Creek. The expert team at Ve were excellent to work with and were very supportive with our digital executives in order to get things running. They clearly detailed all the requirements in terms of artwork, assets and tracking links and codes. We achieved excellent results – from all the campaigns we ran – and were kept up to date constantly throughout the process, by the team at Ve.”
RICHARD JAQUES – REGIONAL HEAD OF MARKETING, THE JOCKEY CLUB RACECOURSES
To reach out to visitors looking to leave the site, Ve set up its onsite promotional messaging solution across TJC’s racecourse sites. Receiving strong engagement rates, the tool’s dynamic content helped to encourage visitors to stay onsite and continue to purchase. Following extensive product development, Ve built further upon this success with the use of Digital Assistant, an alternative to the traditional pop-up overlay. Focusing on providing a user-centric and brand native experience, the Digital Assistant drove even greater results for TJC, increasing their revenue by 295%.
To drive new and high quality traffic to the site, Ve set up its prospecting programmatic advertising solution for certain key events, delivering targeted ads to users whose data points indicated potential interest. To complement this, Ve also served retargeting ads to users who had already visited the site.
Both solutions used recency settings so as not to deliver ads to a customer who had already booked, as well as geo-targeting to maximise engagement. These solutions were activated before the Newmarket horserace to drive relevant traffic and tickets sales. The campaign achieved a ROI of 894%, reducing CPA to far below the initial target set.