[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