More than 1,000 visitors at Easter thanks to smart campaigns

The Stoomtrein Goes-Borsele takes visitors on a nostalgic train ride through the Zeeland landscape. Powered by the efforts of over 200 volunteers, they organize atmospheric rides, theme days and events throughout the season.

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More than 1,000 visitors at Easter thanks to smart campaigns

Visible growth in visitor numbers

Slimme inzet van paid search en paid social

Campagnes afgestemd op seizoens momenten

About the Steam Train Goes-Borsele

Boarded the right train: visibility at full speed

The Goes-Borsele Steam Train wanted to generate more visibility for their unique events and theme days. They engaged Addmark for support in the areas of organic and paid social. With a strategic approach, impressive results were achieved in a short period of time. Among other things, a clear content calendar was developed, divided into recognizable sections and with a fixed frequency of posts per week. This structure ensures consistency and continuity, which has significantly increased the visibility on social media and keeps the brand in the attention of the target group in a recognizable way.

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Smart campaigns, big impact

From outreach to reservations

With attractive visuals and targeted promotions on social media, the events and theme days were highlighted on the timeline of thousands of potential visitors. This not only resulted in more visibility and clicks, but most importantly, more reservations. Whereas the season started with 167 visitors on the first weekend, more than 1,000 passengers were welcomed by Easter. Mother's Day was also a resounding success: all 60 seats on the train were reserved, a marked growth from 48 the year before. This shows what targeted campaigns with a clear strategy can deliver. Thanks to smart targeting, continuous optimization, a clear structure in content and measurable results, together we ensured full trains, enthusiastic visitors and happy volunteers.

Working Method

Targeted campaigns for measurable success

With a structured approach and precise planning, we always achieve the best results from our paid social campaigns. By carefully planning each phase, from strategy to optimization, we ensure that the advertising budget is used efficiently and the objectives are achieved. How do we do that? We explain that in 5 essential steps.

A successful paid social campaign begins with strong strategic preparation, laying the groundwork for achieving goals. First, the objectives are defined, such as increasing brand awareness, boosting engagement or generating leads. Next, we analyze the target audience to gain insight into their characteristics and online behavior so that the campaign can be tailored accordingly. Based on these insights, Addmark chooses the most appropriate social media channels and sets the advertising budget and KPIs so that performance can be continuously optimized.

With a clear strategy on the table, Addmark begins creating strong campaign content. We develop a powerful concept and message that aligns with the target audience and campaign goals. This includes designing visual content such as images, videos and carousels that grab attention. We also write catchy ad copy with the right tone and call-to-action to effectively reach the target audience.

Campaign creation is followed by technical implementation, where everything is prepared for launch. The campaign structure is carefully set up, with ad accounts, campaigns and ad groups that match the strategy. Then we set up targeting with demographics, behavioral targeting and lookalike audiences to reach the right people. Finally, we implement tracking tools such as the Facebook Pixel and UTM tags so that performance can be accurately measured and optimized.

Once the ads are live, monitoring starts to accurately track performance. Weekly, we analyze budget usage, Click-Through Rate (CTR), conversion rates and other KPIs. If necessary, we adjust the campaign by optimizing ads, shifting budgets or adjusting targeting settings for best results.

Once the campaign is running, Addmark analyzes the data to identify opportunities for optimization. Based on A/B testing, audience analysis and ad performance, we make targeted improvements. Regular reports provide insight into the results and help refine the strategy. In this way, we ensure that each new campaign cycle becomes more effective and efficient.

Easter Brunch & Mother's Day

Successful results

The theme posts around Easter brunch and Mother's Day were among the best-performing content this season. The Easter Brunch post achieved 9,397 views, a reach of 7,130 and 58 clicks on the link. The Mother's Day post also did extremely well with 8,441 views, a reach of 6,448 and 34 link clicks. Notable is the high proportion of non-followers reached: 68% for Easter and 65% for Mother's Day. These results show that the posts around the theme days not only appeal to existing followers, but also attract a new audience and, of course, that the campaigns also provide these great results.