how to upgrade your travel marketing campaigns to first class
TRANSCRIPT
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
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
Q & A
Thank you!
Send your questions and comments to
Replay and presentation of webinar will be available on
www.tnooz.com