how to upgrade your travel marketing campaigns to first class

Upgrade your travel marketing

campaigns to first class

Webinar

12 February 2015

Your hosts

Kevin May

Editor & moderator

Gene Quinn

CEO & producer

Your presenter

Dave Walters

Product Evangelist

Silverpop

Upgrade your travel marketing campaigns to first class!

Dave WaltersProduct Evangelist, Silverpop

@_davewalters

STOPmarketing blind.

Marketing practiceis ten years behindmarketing vision.

We’re held back by…

Tactics Technology Touch

Today’s customer wants:

Relevant Information

Mom & Pop Experience

Connection to the Brand

This is Bob.He owns a travel agency.

Bob’s customers…

They reallylove Bob

1

Spend 5x more with Bob

Spend 30-100% more with Bob than planned

2 3

Grocery StoreBob

everythingabout his customers.

Bob knows

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

S I M I L A R I T Y T O B O B

P R O F I T

… the more you will sell.

The more Bob-like your marketing gets…

But today, marketing is totally

un-Bobular.

It’s challenging,marketing like Bob.

Typical Marketer Bob

Bob only has100 customers.

…but you have millions!

How do we talk toeach customer

individually?

(like Bob)

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

We’re segmenting our audiences.

Male18-29

Female18-29

Female41+

Male61+

Luxury Longhaul

Female30-40

BackpackerGroup Based

Travel

Flies from ATL only

FemaleVIP

Ski breaks-only in Europe

Warm climatesonly

Requires Airport Assistance

Bookslast minute

Travels with 2 children

Prefers City Breaks

Enjoys Activity Based

Breaks

Fly ‘n’ Flop

4* and aboveHotels only

Honeymoon trip

We’resegmenting intobuckets.

But we need to make them smaller…

Until they aresegments of one.

That’s how we get toBobular.

Use individual infoabout each customer

to have more intelligent,relevant interactions.

How?

BehaviouralMarketing

Automation

Behaviour Automation Real-Time

Behavioural Marketing:use what you know

about your customerto better meet their needs.

It’s about usingBehaviour to drive

messaging cadence.

It’s about talking toeach customer

as an individual.

We segment our data by…

1

By Profile

2

By Preference

But the best way isby behaviour.

It isn’t about Big Data …but rather actionable

data about each individual customer.

And this actionable behaviour-based data is

everywhere.

Likely more than 50 different behaviours…

no purchase

Previously bookedattended event

downloaded article

claimed incentive

requested brochure

browse abandoned

contacted sales rep

cre

ated

acc

ou

nt

add

ed t

o w

ish

lis

t

lap

sed

cu

sto

mer

visited websiteregistered

called call centeradded to wish list

responded to promotional text

clicked email

re-p

urc

has

ed

cust

om

er a

dvo

cate

freemium user

signed up for text alerts

added to shopping cart

used mobile app

browsed website

op

ted

-in

re-

pu

rch

ased

registered

Last minute

red

emp

tio

n

You can start simple:

Welcome Nurture Abandonment

Challenges:

Increase customer loyalty by extending the on-board experience in a personal “kiwi” way

Create brand champions

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

Right message, Right medium

Tweet-worthy: @Silverpop

Behaviour + Profile Data+ Realtime Rules

= Perfect Experience

That’s what Bob does.

To be like Bob, you must answer

BIGQUESTIONS5

1

Whichbehaviours

matter most?

What pages did they visit?

Did they post on Twitter?

How long since their last holiday?

How many emails did they open?

Which places did they look at?

Did they download the app?

Off-lineBehaviour

RelationalData

EmailBehaviour

Web Behaviour

Demographics

Off-lineBehaviour

RelationalData

EmailBehaviour

Web Behaviour

Demographics

How do youcapture and learn?

2

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

How do youturn insight into

action?

3

Rules AutomationSmart

ContentScoring

And focusing on what the customer wants to buy,

not just what we want to sell.

4

How do youdo it at scale?

Traditional Marketing Behavioural Marketing

It’s all about “the plan” It’s all about the customer

5

How do youdo it across

allchannels?

Single Identity

$$$

JANE“the city

break enthusiast”

Recap: the five big questions:

1

Which behavioursmatter 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 youapply it across all channels?

5

That’sBehaviouralMarketing

and it looks a lot like Bob.

Silverpop clients areBobular.

Automotive TechnologyConsumer

GoodsAgency

Finance / Insurance

Healthcare Retail

5000 brands & 25,000 marketers use Silverpop

And importantly for you… we know travel!

Read all of these case studies and more at: www.silverpop.com

QUESTIONS

Dave Walters

dwalters@us.ibm.com

@_Davewalters

www.silverpop.com

Q & A

Thank you!

Send your questions and comments to

kevin@tnooz.com

Replay and presentation of webinar will be available on

www.tnooz.com