The Little [Marketing] Engine that Could: How to Do a Lot with a Little - By Cathy Thomson
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Transcript of The Little [Marketing] Engine that Could: How to Do a Lot with a Little - By Cathy Thomson
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The Little [Marketing]Engine That CouldHow to do a lot --- with a little
BRONTO LONDON SUMMIT – SEPTEMBER 18, 2014
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The Little [Marketing] Engine That Could How to do a lot --- with a little
Cathy ThomsonHead of Customer Engagement [email protected]
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Outline
1. Who we are
2. Where we were
3. Where we are now
4. Tangible results
5. Lessons learned along the way
6. Next steps in customer engagement
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Who we are
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► Founded in 1999, headquartered in Dublin, Ireland with offices in London, Shanghai, and Sydney
► Leader in online budget accommodation for independent-minded travellers (“the young and the young at heart”)
► Award-winning websites – up to 19 languages eacho Hostelworld.como Hostelbookers.como Hostels.com and o Bedandbreakfastworld.com
► Long-standing affiliate relationships with many of the world's leading travel brands – Lonely Planet, TripAdvisor, Trivago
► 250 employees► Database of 15 million global customers
About Us:
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Brand Pillars:► Largest selection of hostel properties online (Scale)
► 100% Booking Guarantee (Trust)
►WRI knows hostelling & hostels better than anyone (Leadership)
► Authentic, validated guest reviews (Credibility)
►Unique content for travellers – videos, podcasts, pocket guides (“Insider Experts”)
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What we’re all about...
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What we’re all about...
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What we’re all about...
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Online Travel Agent (OTA) Sector:Our competitive environment has intensified more in the last 3 years
than in the previous 10
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Challenges & OpportunitiesChallenges
• Rising cost of acquisition• Competition from Booking.com, hostels’
own sites, other OTA’s• Other OTA payment models (no pay
upfront, no cancellation fees)• Brand emotional resonance/awareness
Opportunities• Solid mobile platform – new app
innovations• Asian market growth• Customer retention, personalisation • Rich content for travellers• Highly engaged fans & followers
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Where we were
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2011 Email Program► Outsourced - full service ESP agency model► 2 general newsletters a month► Non-segmented► English-language only► No control groups, limited A/B testing of subject lines► Average opens & click-thru’s► Limited email database growth► A start – walk, jog, then run
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Where we are now
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2014 Email Program► In-house – switched to Bronto in 2012► Increased reach & frequency► 3 website brands► 10 languages► 13 different ad hoc campaign types & 5 automated workflows► 109 version sends in September (ad hoc only)► Personalisation - variable data, content, images► Multiple waves + auto-reminders to non-openers► Hold-out control groups in every wave to measure incremental lift in bookings
and revenue► A/B testing of frequency & offers► Cool content
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Lifecycle Campaign Roadmap (per brand)PROSPECT NEW REPEAT FREQUENT LOYAL LAPSED/
DORMANT
Welcome Journey (segmented by language)
“Membership” Repeat Booking Stim (by language)
Booking Anniversary – 6 & 12 months post last booking /by language
Reactivation Push- by value/tenure
Member-Get-Member – by value/language
Review Reminder w/ VIP Experience Offer - by language & reviewer status
Review Thank You (as above)
Tri-Weekly Deals / 24-hour Flash Sales (segmented by preference)
Monthly News & Tips (language & nationality)
Contest Promo Campaigns (language & nationality)
Daily Abandoned Browse – segmented by destination searched
Pre-Trip 1 & 2 – local info & weather, Extend-Your Stay (by location, length-of stay)
App Download Alerts (by language & device type)
Weekly NPS Surveys (segmented by current point in customer journey)
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Booking Anniversary Campaign – Immediate Response via Social Media
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Cool Content
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Cool Content
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Cool Content
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Cool Content
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Cool Content
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Cool Content
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Cool Content
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Our (Massive) CRM Team
(Heather!)
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Tangible Results
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“ Show Me The Money”
► Incremental Revenue + 101% YOY
► Incremental Bookings + 107% YOY
►RPM (Revenue Per Thousand Emails) + 122% YOY
►CPM (Cost Per Thousand Emails) - 25%
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Lessons Learned Along the Way
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Lessons Learned► Perfection is the enemy of “good enough”
►Maintain your creativity - especially as you scale up
►Measure & prioritise
► Test and learn, test and learn, test and learn
► It’s OK to walk before you jog – just learn to walk really, really well
► Pick the right ESP - simple intuitive user interface/reliability/scope of functions
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Next Steps to Customer Engagement
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Agile Email Content
►Real-time local weather apps in Pre-Trip emails
►Real-time local events & gigs
► Live countdown clocks for 24hr flash deals
►Regional extend-your-stay recommendations
►A/B content testing & optimisation
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Mobile CRM Activation
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Onsite CRM & Personalisation
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Multi-Channel Campaign Automation
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Quadrupling the CRM Team
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Questions?