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Facebook ads prove successful for Total Hockey

By Lesley Houston

Banbridge sports retailer Total Hockey has seen its online sales double within the last six months through social media.

Total Hockey, which complements its Co Down retail outlet with an online shop, said it has experienced a noticeable spike in online browsers converting to customers, since it started using Facebook advertising late last year.

Alan McMurray from Total Hockey said "We quickly found that a scatter gun approach was not effective, as the adverts weren't being viewed by the right people.

"When we studied our analytics, we were able to target key customer demographics and connect with people that had a keen interest in hockey," he said.

"We stuck to a daily budget of £3.50 and selected the right advertising tool to best promote the ad on Facebook.

"We also compared Twitter advertising, but found it very expensive. Facebook ads have worked well for us and we plan to focus on them for the remainder of 2014."

Mr McMurray shared this insight with Facebook's chief operating officer, Sheryl Sandberg in Dublin last week.

The Banbridge company was the only one from Northern Ireland to be invited to the launch of the global social media giant's council for small and medium businesses in EMEA (Europe, Middle East and Asia).

This has been an exciting year for the company which has invested heavily in preparation for the Hockey World Cup in May and the Commonwealth Games in July.

Mr McMurray added: "We have received funding from Invest NI for rebranding and along with the additional revenue that has been generated from the Facebook advertising, we can expand our current product range."

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