Since beginning its partnership with cloud-based social WiFi innovators, Purple WiFi, in July 2015, Snowdonia attraction Llechwedd Slate Caverns’ social media campaign has been transformed.
By installing standard enterprise BT Broadband, linked to two Openmesh Access Points (in the café and Emporium), Purple WiFi has enabled the venue to offer free WiFi to customers. With instant access provided as guests login to social media accounts, the impact on customers’ social media engagement with the venue has been dramatic. Llechwedd Slate Caverns’ Facebook likes have increased by over 400%, while the global viral reach of its Facebook page has reached 100,000.
Llechwedd’s marketing manager, James Cozens, is convinced that the partnership with Purple WiFi is already a huge success. He says, “We are thrilled with how Purple WiFi’s installation has worked in such a short space of time against our goals to bolster marketing efforts, drive awareness of the venue and increase social media engagement. Due to the success of the collaboration so far, we plan to expand from two access points to five access points, which will cover most of our site.”
In addition to stimulating the growth of Llechwedd Slate Caverns’ social media following, and increasing engagement (likes, shares, comments, conversations), Purple WiFi’s solution enables the venue to access a rich source of data about the visitors that opt-in to use its free WiFi. Helpful insights about their age, gender, hometown and interests enable them to build accurate customer profiles. This makes it easier to create a more effective, tailored marketing campaign.
James Cozens says, “We have been able to create a new digital experience for our visitors by providing free guest WiFi. It has increased customer satisfaction, which has had a positive impact within our social media communities, encouraging return visits and increased sales.”
Results since installation
- 400% increase in Facebook page likes, from an average of 100 likes per month to 500
- Average number of views for each Facebook post increased by 200%, from 400 to over 1,200
- Substantial increase in follower numbers on both Twitter and Instagram
- Over 2000 visitor email addresses collected for use in email marketing
Llechwedd Slate Caverns chose Purple WiFi because it offers a bespoke, all-in-one WiFi package with an online portal that enables it collect and analyse data about its customers and their behaviour. Purple WiFi’s dashboard enables multiple users throughout the company to access reports with deep insights into visitors. The Purple WiFi user interface is easy to manage and empowers both the business and the consumer to maximise value from the WiFi set-up.
Preparing for the future
Llechwedd Slate Caverns wants to prepare for the future, evolving its products and services to suit the people that visit. Its partnership with Purple WiFi is playing a valuable role in this process, providing the venue with greater awareness of its visitors and more opportunity to interact with them. Rich customer relationships will strengthen their marketing and sales approach in the months ahead.
Gavin Wheeldon, CEO of Purple WiFi, says, “The results at Llechwedd Slate Caverns have been extremely promising. Purple WiFi is already delivering considerable success against the venue’s main objectives. We’re passionate about helping venues like Llechwedd Slate Caverns develop bespoke solutions that help them deliver a robust future for their business.”
About Llechwedd Slate Caverns
Llechwedd Slate Caverns is an attraction in the heart of Snowdonia, which combines history and adventure. Situated near the historic slate mining town of Blaenau Ffestiniog, highlights include an underground Victorian Mine Tour, slate workshop, exhibitions, café, emporium, play area and The Quarryman’s Tavern. There are also mountain bike tracks and three adventure attractions. As well as appealing to tourists, the venue attracts school and community groups who find it a valuable education resource.
About Purple WiFi
Purple WiFi is scalable, cloud-based guest WiFi software, offering customers access to WiFi through social login. In return, WiFi providers benefit from real-time analytical insights, customer demographic data, information on visitor footfall, plus a marketing tool to send out targeted communications to customers whilst they are in the venue. Purple WiFi natively integrates with most leading wireless hardware manufacturers, notably Cisco and Cisco Meraki, Ruckus, Xirrus, HP and Aruba.
The service is growing quickly, with 4 million users across 134 countries. Purple WiFi has global agreements in place with Westcon Comstor and many other country specific distributors, in addition to an active reseller base of over 300 in 60 countries. Purple WiFi employs over 60 full time staff and currently has offices in the UK, San Francisco, Shanghai, Madrid, Melbourne, Copenhagen and Singapore with more offices planned in the coming months.
Huge growth is being seen in all sectors, including hospitality, where people have time to spend online, retail, where footfall tracking is essential, healthcare, offering transparency around service and communication and entire cities moving towards the Internet of Things.
Purple WiFi has also intensified its focus on the carrier market, developing a service provider portal that delivers a credible offload solution. As the offering is hardware agnostic, carriers can monetize the WiFi estate through a number of different business models. To date, four major global carrier deals have been agreed where Purple WiFi is included as part of a venue WiFi package covering connectivity and hardware.