Target audience review wins Seafield Hotel a 69% increase in revenue
The worth of accurate targeting – that is, the act of achieving the right viewers with the suitable give – is extraordinary, and we have tangible evidence to verify it.
How personalisation can boost your earnings
Seafield Lodge
Seafield Hotel is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour away from Dublin city. Surrounded by lush inexperienced grounds, the assets is only a stone’s throw from the pearly sands of Ballymoney Beach front which overlooks Tara Hill.
Built in a contemporary style by an Italian architect, it’s no marvel the mild-stuffed resort is a favourite for weddings. Their award profitable Oceo spa is a tranquil haven which attracts persons far and huge who are searching for a lavish encounter just minutes from the Irish Sea.
Touching all bases
Considering the fact that the beginning of 2022, our promoting team labored very closely with the amazing staff in Seafield on refining things of their digital method in get to maximise income. On going through a shut overview of Google Analytics, we could plainly see the various varieties of people today, or ‘audiences’, who have been partaking with them. Though we collected all of the online knowledge, the staff at Seafield did investigation in-dwelling to check what we had been seeing corresponded with their bookings. It seemed to look at out.
The moment we had our audiences outlined, we crafted certain campaigns for each individual
Defining our audiences was the effortless aspect – subsequent arrived the campaign crafting. Primarily based on each audience and their passions, where they spent their time on-line and many others, we resolved on platform and funds, all the whilst advising that the landing pages for every single provide corresponded with the offers and other electronic exercise so there was a increased likelihood of clients subsequent by way of.
Here’s a taster of the audiences we described and catered for:
- Viewers 1 – 23-34, only females, no children
- Audience 2 – 25-45, partners, no young children
- Audience 3 – 25-50, partners, little ones less than 15
- Audience 4 – 50 moreover, grownup youngsters or none
As we crafted our campaigns, we had discussions with the team at Seafield and collectively realised we wanted articles that would attractiveness to the more mature cohort determined as partaking with their manufacturer. As sensible, responsive and reactive as ever, the workforce at Seafield acquired to get the job done preparing and observing as a result of multiple images shoots, curating each individual and each individual one particular cautiously so what was developed was fantastically reflective of the brand as effectively as getting interesting to the audiences they have been for. A lot of do the job went into this by the staff at Seafield. At the time all shoots were being accomplished, the staff began introducing an array of lovely visuals to their financial institution of content throughout all online platforms. Most importantly, there was plenty of new articles that would communicate and attraction to a selection of audiences.
They also invested time and exertion into curating a large volume of new online video and photography articles for summertime and autumn – seasonal information they can use and reuse around the coming yrs supplied its supreme significant excellent.
What ended up the success?
“It is an absolute satisfaction operating with the crew at Net Affinity, they have been particularly supportive, notably above the previous 12 months as we have labored carefully alongside one another to refine our electronic marketing system. It’s fantastic to see the beneficial effect our efforts have had above the past amount of months and we glance ahead to ongoing progress heading into 2023.” – Kate Kavanagh, Income & Promoting Supervisor at Seafield Resort & Spa Vacation resort
Considering that starting this journey, we have collectively worked tricky to optimise marketing campaign exercise so as to realize wonderful success, which include:
2022 vs 2021
- 18.54% raise in revenue
- 19% boost in traffic
- 20.6% boost in transactions
- 2.87% maximize in eCommerce conversion level
2022 vs 2019
- 69% boost in profits
- 15% enhance in site visitors
- 30.9% increase in transactions
- 18.38% maximize in eCommerce conversion price
The full revenue Seafield produced from their access and frequency strategies accounted for 62% of overall income via meta since commencing on March 1st, 2022.
“The staff at Seafield Hotel & Resort normally have their finger on the pulse, seeking for new techniques to excel their results to new heights. That is in which our major focus on a new viewers system stemmed from. Seafield were being inclined to set in the get the job done with us to identify our audiences and make investments in collateral to guidance any gaps that we discovered. The success discuss for on their own and we look ahead to continuing this journey with the crew.” – Aoife Nolan, Senior Electronic Marketing Specialist at Web Affinity
We hope this gives you an indicator of how essential it is to thoroughly observe who your audiences are, simply because becoming outfitted with this facts, including how to concentrate on them, will make all the big difference to your achievement as a hotelier. The moment you know accurately who you are focusing on, you can properly invest in collateral (pictures, video clips etcetera) like Seafield did, that will truly enchantment to your audiences – and the success will converse for them selves.
