What were the click through rates on your last campaign, was the tone of voice pitched specifically to your target audience and what was the CPR and ROI? If the answer to any of these questions is ‘not as good as it could be’ or worse still ‘I don’t know’, then our 3 steps to a winning travel campaign can help you to strike gold next time round.
Before you even think about launching a travel campaign, think first about who you are pitching it at. In this modern age of data analyses, you can interrogate your database to find out pertinent information about your customers utilising information such as their postcode and purchasing information. And if you’re looking to generate new customers, existing customers can often provide the best source of insight.
Don’t waste all that time on discovery for it to be lost for the sake of a well-designed and integrated campaign. Now is the time to develop your strategy detailing exactly who you will be reaching out to, when, how and why. Ensure your branding is consistent and distinctive, and make copy appealing and written specifically for the target audience it is intended for. Families will want to hear different things than couples for example and this extends to imagery and incentives.
A well-developed campaign strategy should mean that this stage is all about executing plans in a timely manner and monitoring results. The great thing about being so organised is that you can test different segments, different platforms and even different incentives so that you can quickly see what is working and what is not, and adapt accordingly. In travel you need to be able to react quickly to changing market conditions. Then it’s all about analysing results including CPR and ROI and feeding this information into your next campaign.
By Jamie Lee Abtar, founder, Be Distinctly Different