How to upgrade your travel marketing campaigns to first class
How can travel and hospitality marketers take their campaigns from transactions to relationships that drive real revenue? Many customers still love the high street experience of booking via a brochure and agent, whilst for others the internet brings self-service convenience and choice. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Join this FREE Silverpop webinar to learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience; and hear how other travel marketers are putting this into action already. Panelists for the webinar are: Dave Walters, product evangelist, Silverpop Kevin May, moderator and editor, Tnooz Gene Quinn, producer and CEO, Tnooz This webinar took place on Thursday 12 February 2015.
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How to upgrade your travel marketing campaigns to first class
- 1. Upgrade your travel marketing campaigns to first class Webinar 12 February 2015
- 2. Your hosts Kevin May Editor & moderator Gene Quinn CEO & producer
- 3. Your presenter Dave Walters Product Evangelist Silverpop
- 4. Upgrade your travel marketing campaigns to first class! Dave Walters Product Evangelist, Silverpop @_davewalters
- 10. Bob’scustomers… They really love Bob 1 Spend 5x more with Bob Spend 30-100% more with Bob than planned 2 3 Grocery StoreBob
- 12. Hello potential customer. We sell holidays. Sun or Ski? Typical Marketer Bob Hey Dave! How did you enjoy the cruise? We’ve just had the new summer schedule in… Bob Traditional Marketer
- 13. S I M I L A R I T Y T O B O B P R O F I T …themoreyouwillsell. ThemoreBob-likeyourmarketinggets…
- 18. We’re getting more Bobular… B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
- 19. We’re segmenting our audiences. Male 18-29 Female 18-29 Female 41+ Male 61+ Luxury Longhaul Female 30-40 Backpacker Group Based Travel Flies from ATL only Female VIP Ski breaks -only in Europe Warm climates only Requires Airport Assistance Books last minute Travels with 2 children Prefers City Breaks Enjoys Activity Based Breaks Fly ‘n’ Flop 4* and above Hotels only Honeymoon trip
- 25. How?
- 34. Likely more than 50 different behaviours… no purchase Previously booked attended event downloaded article claimed incentive requested brochure browse abandoned contacted sales rep createdaccount addedtowish list lapsed customer visited website registered called call centeradded to wish list responded to promotional text clicked email re-purchased customeradvocate freemium user signed up for text alerts added to shopping cart used mobile app browsed website opted- in re- purchased registered Last minute redemption
- 36. Challenges: Increase customer loyalty by extending the on-board experience in a personal “kiwi” way Create brand champions
- 37. Results: Pre-flight emails – 69% open rate/38% click rate Post-arrival emails – 62% open rate/40% click rate Thousands of social media posts Incredibly positive feedback from customers & crew
- 38. Right message, Right medium
- 43. What pages did they visit? Did they post onTwitter? How long since their last holiday? How many emails did they open? Which places did they look at? Did they download the app?
- 47. SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O U R A L D A T A B A S E WEBSITE MOBILE APP CRM
- 52. Traditional Marketing Behavioural Marketing It’s all about “the plan” It’s all about the customer
- 55. Recap:thefivebigquestions: 1 Which behaviours matter most? How do you capture and learn from them? 2 How do you turn this insight into action? 3 How do you do it at scale? 4 How do you apply it across all channels? 5
- 58. Automotive Technology Consumer Goods Agency Finance / Insurance Healthcare Retail 5000 brands & 25,000 marketers use Silverpop
- 59. And importantly for you… we know travel! Read all of these case studies and more at: www.silverpop.com
- 61. Q & A
- 62. Thank you! Send your questions and comments to kevin@tnooz.com Replay and presentation of webinar will be available on www.tnooz.com