how to drive website traffic that books

BEYOND DISPLAY:HOW TO DRIVE TRAFFIC THAT BOOKS

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Today’s Speakers

Katie ColangeloDirector of Business Development, Travel Ve Interactive

Sam HaySocial StrategistDigital Alchemy

#DriveResults #BeyondDisplay

Understand Your Own Brand Identity


Get To Know Your Customers With Data

Use Data To Drive New Audiences And Keep Them Onsite

Success Stories

Today’s Agenda

Understand Your Own Brand Identity



What types of guests do you want to attract?

Your Brand Identity Matters


Are you…

Get To Know Your Customers With Data

#Drive Results #BeyondDisplay


It’s never been easier to put a face on your ideal buyer

Users expect a tailored experience—online and offline


How do you customize your campaigns?


Create campaigns that tailor to:

But, how do you identify your customer?


• Sales?• Length of stay?• Time of stay? • Frequency?

And how do you reach them?

Just some of the things we can analyze using Facebook:


Age, Gender, Location, Wireless Carrier, User OS, Connections, Friends of Connections, Interests, Behavior, Life Events, Politics, Income, Home Type, Value and Ownership, Ethnicity, Household Composition, Office Type, Parenthood, Education, Employment, Locales, Predictive Qualities ...and more

You can even identify potential honeymooners….newly engaged couples can’t wait to update their profiles!


Utilizing the Data to Drive Results—Case Study


• Who is the best customer? • Audience is 78% women• 45% of that is between the ages of 35-44

• But on social?• 50% of sales came from women age 25-34


So we catered to that audience with images and text that appeals to:


CAREER DRIVEN FEMALE PARENTS


And created a Lookalike Audience based on our info.



Who is the best customer now?



With time and experimentation, everything gets better.


Use Data to Drive New Audiences and Keep Them Onsite


2014 Spent on paid media

Revenue left in booking funnels

Key Travel Industry StatisticsDrive higher quality traffic and capitalize on that traffic to increase online conversions

Abandonment rate

Based on data from over 10,000 Ve clients

$4.15 Billion

$3 Trillion

$$$

86%Travel

Natural Return Rate

5%

$$$$$$$$$$$$$$$$$$$$$$$$

Here’s The Breakdown For Hotels


Emails Sent : Bookings Recovered

35:1

15%

The Number of Onsite Engagements That Result In A Recovered Booking

Email Re-Engagements

Engage Your Audience Throughout The Entire Funnel

ENGAGEduring the user

experience

CONVERTcustomers after abandonment

Audience GenerationDrive qualified traffic with

programmatic and audience segmented ad buying

(1st Party / 2nd Party / 3rd Party Targeting)

Onsite EngagementProvide segmented onsite engagement unique to the

user

Post AbandonmentRe-engage after

abandonment with email remarketing and display ad

retargeting

ACQUIRErelevant traffic



Now You Know The Why, Next Is The How…

Drive Relevant Audiences To Your SiteBy using 1st, 2nd & 3rd party data and Facebook data, you can reach the most relevant potential guests with display ads


BOOK NOW

BOOK NOW

Give Your Audience The Right Content In The Right ContextPersonalize your content to stay relevant to your customers


Don’t Be Afraid To Re-Engage Via EmailIt’s an extension of your customer service function, with no extra personnel required!


Know When To Start Display Retargeting…And Know When To StopKeep it relevant while they’re searching and end it shortly after they leave your site


Success Stories


Hotel Durant

Audience Generation


VePromptVeContactConversions Conversion Rate

42 37%

Conversions Conversion Rate

112 18%

Garden of the Gods

Audience Generation


VePromptVeContactConversions Conversion Rate

32 43%

Conversions Conversion Rate

101 19%

Know Your Brand And What You Offer


Data Is Key To Understanding Your Customers

Be Prepared To Engage Throughout The Booking Funnel

Now It’s Your Turn To Write Your Own Success Story

Key Takeaways From Today


Questions?

VE INTERA CTIVE LTD | 580 HARRISON AVE, SUITE 401, BOSTON, MA 02118 | WWW.VEINTERACTIVE.COM /US

THANK YOU!Join us for our next webinar:

Sept 30 1pm ESTHoliday Handbook Series

Part 1: Displays Aren’t Just For Windows


how to drive website traffic that books

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