Sagittarius - Knowing Your Niche
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Transcript of Sagittarius - Knowing Your Niche
@SagittariusMktg #travelmktg
agenda. Paul Stephen, Sagittarius Knowing your niche
Bradd Tipler, GlobalMoments that matter
Dale Lovell, AdyoulikeTravel Marketer Know How: Native Advertising
Break
Katy Howell, Immediate FutureGetting Your Travel Brand The Social Attention It Deserves
Paul Fennemore, SitecoreOmnichannel Marketing in age of the OmniConsumer
@SagittariusMktg #travelmktg
Paul Stephen C.E.O.
@SagittariusMktg @paulrstephen #travelmktg
“We are Metallica and this is what we do”
@SagittariusMktg @paulrstephen #travelmktg
brand proposition.
@SagittariusMktg @paulrstephen #travelmktg
brand proposition.tangibles
service levels
uniqueness
logo & C.I.
perception
strategic focus
@SagittariusMktg @paulrstephen #travelmktg
who are your customers?
@SagittariusMktg @paulrstephen #travelmktg
what is your brand proposition?
@SagittariusMktg @paulrstephen #travelmktg
ethos.pathos.logos.
@SagittariusMktg @paulrstephen #travelmktg
high performance guaranteed.
digital marketing that drives traffic and creates raving fans.
ecommerce websites and apps that convert more sales.
@SagittariusMktg @paulrstephen #travelmktg
the business case.
@SagittariusMktg @paulrstephen #travelmktg
200,000
visits
2,000
orders
1%
conversion rate
£1,000
aov
how do we increase revenue?
= £2m
@SagittariusMktg @paulrstephen #travelmktg
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the funnel.
@SagittariusMktg @paulrstephen #travelmktg
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200,000
visits
2,000
orders
1%
conversion rate
increase visits.
400,000
@SagittariusMktg @paulrstephen #travelmktg
£1,000
aov
200,000
visits
2,000
orders
1%
conversion rate
£1,000
aov
increase average order value.
£2,000
@SagittariusMktg @paulrstephen #travelmktg
200,000
visits
2,000
orders
1%
conversion rate
£1,000
aov
improve conversion rate.
2%
@SagittariusMktg @paulrstephen #travelmktg
250,000
visits
3,125
orders conversion rate
£1,280
aov
visits, conversion and aov.
1.25% = £4m
@SagittariusMktg @paulrstephen #travelmktg
@SagittariusMktg @paulrstephen #travelmktg
retargeting.
@SagittariusMktg @paulrstephen #travelmktg
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the optimumfunnel?
@SagittariusMktg @paulrstephen #travelmktg
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e.g. organic search or native ads
Retargeting
Facebook ads
RLSA
Personalisation
User Experience
Best Sports Tour Operator Website Best Website User Experience
Best Tour Operator WebsiteBest Travel and Holidays Ecommerce Website Best Specialist Tour
Operator Website
@SagittariusMktg @paulrstephen #travelmktg
200,000
visits
2,000
bookings
1%
conversion
@SagittariusMktg @paulrstephen #travelmktg
reducing the friction.
@SagittariusMktg @paulrstephen #travelmktg
22%lower
bounce rate
7%increase holiday
searches
32%increasehotel &
packages
@SagittariusMktg @paulrstephen #travelmktg
107%improvement
in sign ups
@SagittariusMktg @paulrstephen #travelmktg
55%increase
onlinebooking
16%growth
in business
@SagittariusMktg @paulrstephen #travelmktg
29%growth in
mobile traffic
109% Increase in use
of search
220% increase in use
of wishlists
56% increase in
brochure requests
@SagittariusMktg @paulrstephen #travelmktg
48% increase in new
users overall
38% increase in time
on site
34% increase in pages
per session
10% increase in
U.S. visitors
@SagittariusMktg @paulrstephen #travelmktg
hyperlocal.
@SagittariusMktg @paulrstephen #travelmktg
› Previous year’s CRM data› Bookers and Enquirers› Lookalike to expand reach› Time of Day› Parents of 7-16 year old children
@SagittariusMktg @paulrstephen #travelmktg
30% Increase in
CTR
80% Lower cost
for CPM
10% Lower cost
for CPC
summary. have a clear propositionunderstand your audienceremarketremarket (again)reduce the frictionempathise
@SagittariusMktg @paulrstephen #travelmktg
Be more ‘Metallica’
@SagittariusMktg @paulrstephen #travelmktg
