[Case Study Report] An Integrated Model of 'SNS x MEO x Advertising x Offline Measures x In-housing' for Photo Studios

We conducted our first customer acquisition support project for a photo studio.

As a result, by combining a monthly 50,000 JPY advertising operation, Instagram management, MEO measures, offline initiatives, and in-housing consulting, we achieved a 240% year-on-year increase in followers, impressions, and store visits.

This case is a practical initiative that integrally designed the customer journey from "awareness -> comparison -> visit -> SNS contact -> repeat visit" without separating online and offline measures.

[1. Background: Customer Acquisition Challenges in the Photo Studio Industry]

The target photo studio faced the following issues:

- Operating Instagram but not leading to bookings - Weak traffic from Google search and maps - Difficulty differentiating from competitors - Weak continuous contact with customers after their first visit - Desire to manage SNS in-house without outsourcing

BOTANICO designed an integrated customer acquisition model of "SNS, Search, Advertising, and In-store Contact" to address these challenges.

[2. Measure Overview: Integrated Support of Instagram x MEO x Advertising x Offline Measures]

In this project, we designed a system that converts all touchpoints, both inside and outside the store, into SNS channels, rather than just managing social media.

The main initiatives were as follows:

① Instagram Measures - Showcasing photo examples, a sense of space, and worldview - Expanding reach using Reels - Posting behind-the-scenes shots and before-and-afters - Designing posts to be saved and shared Creating the desire: "I want to shoot here."

② MEO Measures - Optimizing Google Business Profile - Establishing a review acquisition channel - Updating photos and posts - Designing search keywords Getting found by people who are "searching now."

③ Listing Ads (50,000 JPY/month) - Ad delivery to a targeted local audience - Search ads tailored to photography needs - Improving the booking channel - PDCA cycle based on response data Converting the "consideration-phase audience" to visitors.

④ Posting Measures - Direct distribution to locally-focused areas - Promoting photography plans and campaigns - Placing an Instagram channel (QR code) - Increasing local awareness Increasing "local contact."

⑤ QR Code Measure Near the Register - Guiding visiting customers to Instagram - Designing a follow-for-benefit incentive - Encouraging reviews and story posts - Strengthening the repeat visit channel "Converting visits into SNS contact."

⑥ In-housing Consulting - Designing post templates - Establishing internal operation rules - Systematizing numerical analysis - Entrenching the improvement PDCA cycle Building a "continuously growing operational structure."

[3. Results: Achieved 240% Year-on-Year Growth]

After implementing the measures, the following results were achieved:

- Followers: 240% YoY - Impressions: 240% YoY - Store Visits: 240% YoY - Increased bookings via Instagram - Increased visits via Google search and maps

In particular, the customer journey of:

"Learn through posting" "Check the worldview on Instagram" "Compare on Google" "Follow via QR code after visiting"

functioned well, leading to both an increase in store visits and SNS growth.

[4. Uniqueness: Customer Acquisition Model Integrating Online x Offline]

The feature of this initiative is the integration of Instagram, MEO, advertising, posting, and in-store channels.

While SNS, advertising, and offline measures are often separated in the photo studio industry, this model integrates the channels:

- Forming a worldview on SNS - Acquiring the consideration-phase audience with MEO - Increasing local contact with posting - Converting to continuous contact with in-store QR codes

We built a cyclical model from visit -> SNS -> repeat visit.

[5. Conclusion: Photo Studio Customer Acquisition Changes with "Contact Design"]

Through this initiative, BOTANICO established an integrated customer acquisition model that achieves 240% year-on-year growth by combining:

- Instagram (worldview) - MEO (search channel) - Advertising (comparison/consideration) - Posting (local contact) - QR code measures (continuous contact)

Going forward, we will expand this model to:

- Photo studios - Photography studios - Rental spaces