Dancing Towards Success: How Accelerate Ashington Helped Boost West Hen Dance Parties

11/12/2024

West Hen Dance Parties, founded by Kay Victoria Hindmarsh, is a dynamic business offering bespoke dance experiences for hen parties, stag dos, and wedding first dances. With the support of Accelerate Ashington and a strategic Google Ads campaign executed by Allies Group, the business has grown significantly, enabling Kay to reduce her employed work and focus on her entrepreneurial journey.

The challenge

Kay, a professional choreographer with a background in musical theatre, recognised a gap in the North East market for tailored dance experiences. “When I moved back to the North East, I noticed there wasn’t a company like this here,” Kay explained. “The companies I used to work with in London were still getting the bookings for Newcastle, and I was the one carrying them out, so I thought, ‘Why don’t I just do my own thing?’”

Despite her unique offering, she struggled to compete with established companies dominating the search results. Her website and social media content were well-curated but failed to reach the right audience. She describes the experience as “shouting into the void,” unsure how to optimise her advertising budget to target potential customers effectively. “I was doing all the right things, but it just wasn’t reaching the right people,” she reflects.

The solution

Kay discovered Accelerate Ashington by chance. “I was at a toddler group at a small community centre, and there was a banner for Accelerate Ashington – then Advanced Northumberland. I spoke to someone about what I do, and it all just happened from there,” she said. She soon accessed workshops and networking opportunities that helped her refine her approach to business.

Through Accelerate Ashington, Kay partnered with Allies Group to launch a Google Ads campaign aimed at boosting website visits and generating direct leads. The campaign strategically targeted two core services: dance parties for hen and stag groups and wedding first dance choreography. Allies Group analysed data to identify high-performing keywords and seasonal trends, providing Kay with invaluable insights.

Kay described the experience as eye-opening: “I didn’t know anything about Google Ads campaigns before this. Allies Group didn’t just give me the report and leave me to figure it out – they explained everything, step by step. It was great to have someone guide me through it all and provide me with knowledge I can use.”

The results

Over two months, the campaign achieved impressive results:

• 641 Clicks and 19.2K Impressions, driving 625 new users to the website.
  
• Conversion actions included 18 ‘Book this Package’ clicks, demonstrating increased engagement.
  
• Insights revealed mobile users clicked most often, while desktop users were more likely to take action.
  
• Keywords like ‘first dance choreography’ achieved a high click-through rate, spotlighting a profitable niche.

Kay used the data to refine her strategy, focusing on wedding first dances – a service with less competition but high demand. “It became clear that first dances were a sweet spot,” she shared. “Now I gear my content towards engaged couples and plan my bookings around peak times, like January and February when there’s a surge after Christmas engagements.”

Thoughts from the client

“The campaign didn’t just leave me with a report to figure out – I was guided through everything. Allies Group explained the data in a way that made sense and helped me adapt my business approach. The results have been significant, and I’ve had to reduce my employed work to focus on my business. Accelerate Ashington has been instrumental in this journey and I’ve now got the tools I need to target my audience the way I want to.”

Kay Victoria Hindmarsh
Founder and choreographer, West Hen Dance Parties

Advice for fellow business owners

Kay encourages other entrepreneurs to take the leap: “I’d tell anyone to just ask for help and apply for support. As we say in Ashington, ‘Shy Bairns Get Nowt.’ Don’t be afraid to ask for help. Applications can seem daunting, but Accelerate Ashington’s process is simple and supportive, and the benefits have been incredible. Put yourself out there.”

Looking ahead

The collaboration between Accelerate Ashington and West Hen Dance Parties highlights the value of targeted support for local businesses. With bookings continuing to grow and a clearer strategy in place, Kay is excited for what’s next. “I’m looking forward to expanding my reach and helping more people create unforgettable moments,” she said.

For more information about West Hen Dance Parties, visit westhendanceparties.co.uk.

Accelerate Ashington is a business support programme, run through Business Northumberland funded by the UK Government through the UK Shared Prosperity Fund with the North East Combined Authority as the lead authority. 

For more information on how to apply for support contact accelerate@businessnorthumberland.co.uk