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Specialist First Aid Training Company Doubles Revenue In 6 Months
We’ve streamlined customer acquisition, increased customer lifetime value, and doubled our revenue in 6 months!
Dave Hundt, Director
Kids First Aid
Background
Kids First Aid was launched in 2007 by two sisters, Jen Douneen and Katie Fisher and husband Ben Fisher.
They deliver first aid courses for parents and carers of young children, training them how to respond to the 10 most common first aid emergencies affecting babies and children.
When Kids First Aid approached Marketing Results, they had a basic website but were almost entirely dependent on word of mouth promotion that was low cost, but not driving rapid growth. They were seeking a digital marketing strategy to power national expansion.
Objectives
- Re-brand Kids First Aid with a more professional look, in line with their goal of becoming a nationally recognised brand.
- Transform the business model from admin-intensive, high manual labour private events to a more scalable and automated digital booking model.
- Drive event bookings nationally, without putting undue pressure on cash flow.
- Introducing complementary product sales to increase average customer value.
How the objectives were achieved
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Improved Digital Marketing Platform
As Kids First Aid’s primary point of enquiry, it was essential that their website was perceived as trustworthy and authoritative. The website was completely redesigned and rebuilt from scratch.
Before and After: the old site is (left) compared with the new site (right).
The new design is much more professional yet playful, to ensure it would connect with the target market.
New sales copy was written for the entire site with customer testimonials interwoven throughout. The focal point is the short sales letter on the homepage, highlighting the features and benefits of the courses in greater detail than the original site.
New elements to the client’s online sales funnel, including:
- opt-in offer for prospects to view a free sample video
- online booking function
- online store selling complementary product
- contact form to field enquiries that didn’t fit in anywhere else
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Business Model Transformation for Scaleability
The team at Kids First Aid knew they wanted to make their business more scalable. The question was how to make it happen.
In the space of 3 months, Kids First Aid went from a manual email-based booking process to private events, to promoting 30 public, national events via automated online booking.
The new system allows the Kids First Aid team to load and promote hundreds of upcoming events, quickly and easily.
Kids First Aid’s new online event management system allows them to serve a national audience all year round.
The system is also loaded with features to:
- increase average tickets purchased per order and
- lift average customer value.
The transition from private to public events has meant the client can now promote hundreds of events without administrative “friction”.
It has also allowed the business to boost profit-per-event, with up to 40+ people booking into a single event.
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Expanding Market Reach With New Traffic Sources
Previously Kids First Aid were almost entirely dependent on grassroots word of mouth advertising. Word of mouth is low-cost, but was not driving rapid growth, especially in new geographical regions.
In addition to the client’s own social media activities, Public Relations and offline activities, we added Google AdWords, Facebook Advertising and organic (SEO) traffic.
This provided an instantaneous jump-start to the new public event bookings that has continued to grow month-on-month.
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New Sales Opportunities & Customer Value Boosters
One clear opportunity to lift profitability was to incorporate stronger marketing copy throughout the event booking process, clearly explaining the importance of bringing more people to the event. This increased average tickets per booking – a key driver of average transaction value.
An online store was also added to their website. These complementary products are available as standalone products, but are more commonly purchased as a cross-sell.
Private courses and corporate courses act as an additional revenue stream.
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Optimising Online Spend
Every small business needs to make the most of their marketing dollars, and Kids First Aid is no exception.
Measurement and optimisation tools included Google Analytics, Google AdWords conversion tracking and e-Commerce tracking in order to achieve visibility over revenue and profit drivers.
Key Results
- Over 4,500 event attendees, across 5 states, registered for a Kids First Aid event via the online booking tool
- Average tickets-per-order up by 29%, driving an additional $42,500 in revenue per 1,000 attendees
- Business revenue has more than doubled in less than 6 months
- New revenue stream added via online product sales
>>Find out how to make the most of your marketing dollars.
Kids First Aid Director Dave Hundt says…
“PROACTIVE with ideas, strategies and implementation.”
There are many digital marketing agencies around and I’ve used a few of them in different businesses.
Many have good skills, but I ultimately feel like we’re the ones coming up with the ideas, following up on delivery and pushing for results.
Marketing Results is different. Our Account Manager Kieron is PROACTIVE about contributing ideas, developing strategies, and rolling them out.
They have a handle on the interlocking parts of our strategy including traffic, conversion and database management and are able to deliver results.
As a result, we’ve streamlined customer acquisition, increased customer lifetime value, and doubled our revenue in 6 months!”
This case study has been approved
by Kids First Aid
Marketing Results Account Manager: Kieron Brown
