Sagittarius - Knowing Your Niche
•
1 like•358 views
Presentation delivered by Paul Fennemore, CEO of Sagittarius on 23rd March 2017. Sagittarius, Travel Marketing; Know Your Niche Masterclass.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Sagittarius - Knowing Your Niche
Similar to Sagittarius - Knowing Your Niche (20)
More from Sagittarius
More from Sagittarius (20)
Recently uploaded
Recently uploaded (20)
Sagittarius - Knowing Your Niche
- 2. agenda. Paul Stephen, Sagittarius Knowing your niche Bradd Tipler, Global Moments that matter Dale Lovell, Adyoulike Travel Marketer Know How: Native Advertising Break Katy Howell, Immediate Future Getting Your Travel Brand The Social Attention It Deserves Paul Fennemore, Sitecore Omnichannel Marketing in age of the OmniConsumer @SagittariusMktg #travelmktg
- 4. “We are Metallica and this is what we do” @SagittariusMktg @paulrstephen #travelmktg
- 5. brand proposition. @SagittariusMktg @paulrstephen #travelmktg
- 6. brand proposition.tangibles service levels uniqueness logo & C.I. perception strategic focus @SagittariusMktg @paulrstephen #travelmktg
- 7. who are your customers? @SagittariusMktg @paulrstephen #travelmktg
- 8. what is your brand proposition? @SagittariusMktg @paulrstephen #travelmktg
- 10. high performance guaranteed. digital marketing that drives traffic and creates raving fans. ecommerce websites and apps that convert more sales. @SagittariusMktg @paulrstephen #travelmktg
- 11. the business case. @SagittariusMktg @paulrstephen #travelmktg
- 12. 200,000 visits 2,000 orders 1% conversion rate £1,000 aov how do we increase revenue? = £2m @SagittariusMktg @paulrstephen #travelmktg
- 13. € the funnel. @SagittariusMktg @paulrstephen #travelmktg €€€€€€€€€€€€€ €€€€€€€€€€ €€€€€€€€€ €€€€€€€ €€€€€ €€€€ €
- 14. 200,000 visits 2,000 orders 1% conversion rate increase visits. 400,000 @SagittariusMktg @paulrstephen #travelmktg £1,000 aov
- 15. 200,000 visits 2,000 orders 1% conversion rate £1,000 aov increase average order value. £2,000 @SagittariusMktg @paulrstephen #travelmktg
- 16. 200,000 visits 2,000 orders 1% conversion rate £1,000 aov improve conversion rate. 2% @SagittariusMktg @paulrstephen #travelmktg
- 17. 250,000 visits 3,125 orders conversion rate £1,280 aov visits, conversion and aov. 1.25% = £4m @SagittariusMktg @paulrstephen #travelmktg
- 20. € the optimum funnel? @SagittariusMktg @paulrstephen #travelmktg €€€€€€€€€€€€€ €€€€€€€€€€ €€€€€€€€€ €€€€€€€ €€€€€ €€€€ € e.g. organic search or native ads Retargeting Facebook ads RLSA Personalisation User Experience Email
- 22. 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
- 25. reducing the friction. @SagittariusMktg @paulrstephen #travelmktg
- 27. 22% lower bounce rate 7% increase holiday searches 32% increase hotel & packages @SagittariusMktg @paulrstephen #travelmktg
- 29. 107% improvement in sign ups @SagittariusMktg @paulrstephen #travelmktg
- 33. 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
- 34. 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
- 36. › 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
- 39. summary. have a clear proposition understand your audience remarket remarket (again) reduce the friction empathise @SagittariusMktg @paulrstephen #travelmktg
- 40. Be more ‘Metallica’ @SagittariusMktg @paulrstephen #travelmktg
Editor's Notes
- we’ve assembled a fantastic in up of speakers and brands, who have all kindly given up their time to be with us today…. 9:00 - Delegate Welcome & Refreshments 9:20 - Event Introduction 9:30 - Sagittarius 10:00 - Global, the media & entertainment group 10:30 - AdYouLike 11:00 - Refreshment Break 11:15 - Immediate Future 11:45 - Sitecore 12:15 - Q&A, Networking & Event Close
- I am… We work with brands on digital growth strategies That work increasingly uses data and personalisation for acquisition and retention As Josh says, we live in a world where there is so much choice, a consumer is somewhat overwhelmed. I was trying to think of a way to explain how sometimes being all things to all people wasn’t necessarily a good thing. And this kind of summed it up for me
- Be more Metallica (video) “We are metallica and this is what we do” Who like metallica? Me neither. But that’s not my point. There are clearly thousands of people who ‘love’ metallica with a passion. They are one of the world’s most acclaimed rock bands. But even then they are a niche within a niche. They’re not trying to appeal to all rock fans. You know what you are going to get If you don't want that don't go there My point is, there is no doubt what Metallica’s brand proposition is. They know it and they stick to it.
- Brand Proposition So as Josh suggested, in this world of choice a brand needs to be clear about its brand proposition. So I want to start with what do we mean by ‘brand proposition’? There are all sorts of ways I could explain this and I’m not really here to give a lecture on this but essentially its about recognising that your product or service is not for everybody. Even within a brand you might need to differentiate based on customer type and price point.
- Brand Position pt2 Essentially brand position online is no different to brand position offline. There are all sorts of ingredients that go in to a brands proposition like …. But all of these components lead back to one thing…
- Who are your customers? Understanding your customer. Essentially defining who is your ideal customer and what is it that you sell that they might want.
- What is your proposition? What is it that you do best – or better than anyone else. We can’t be all things to all people. And it is rare that you are genuinely unique. So when it comes to talking to our customers we have to have a story that is compelling.
- Aristotle - The Greek philospher talked about Ethos, Pathos and Logos in 350 BC modes of persuasion Ethos, Pathos and Logos are modes of persuasion used to convince audiences. They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words. Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character. Ethos can be developed by choosing language that is appropriate for the audience and topic (also means choosing proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise or pedigree, and by using correct grammar and syntax. Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions. The words empathy and pathetic are derived from pathos. Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events, and implied meanings. Logos or the appeal to logic, means to convince an audience by use of logic or reason. To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject. Do I trust you Do I like your story and is it relevant to me Can you prove it.
- High Performance At Sagittarius we use ‘high performance’ to describe the work we do to help Brands grow. I believe these principals are still true today and underpin a solid marketing strategy. And this applies right through the marketing funnel. So for us that’s Acquisition, Engagement and Retention.
- The business case You’re all here today so I have to assume you want to improve your results and want to learn how others approach it.
- How do we increase revenue? At Sagittarius we often use this formula to demonstrate how knowing your audience and focussing your marketing effort on the audience you already have is a sure way to succeed. Based around the idea of ‘how would you double the revenue’ for example. Now this is a assuming you already have a website with a sensible SEO, PPC and Social Strategy sitting around it. So for example your website is getting 200,000 visits…
- The funnel So lets just stop for a moment. We’re saying that many brands have 100 people walking in to their virtual shop and only 1 of them actually buys something. That’s nuts isn’t it? There has to be something wrong here. There either has to be something wrong with the how these 100 arrive in the top of the funnel or something to do with what we do with them once we’ve got them. 100 people to 1 diagram So how do we increase the amount that convert?
- increase visits Do we do a bunch of expensive marketing to add more people to the top of the funnel. Well maybe but will that double revenue. Probably unlikely.
- Increase a.o.v. Do we double our prices? That’s probably unrealistic in most markets. Particularly travel.
- Improve conversion rate Could we make the customer journey and user experience better and thus improve the conversion rate? To something like 2% for instance? Well that doesn’t sound that unrealistic but let’s not get too ambitious just yet.
- The reality what we know succeeds is a bit of every thing. And when I say ‘a bit’ you might be surprised to know how little it needs to be. For instance if we increase by 25%... So as you can see and as I’m sure you’re all aware, it is not one thing. There a many ways to so focus your marketing and squeeze more out of what you’ve got.
- Top of funnel 101 I know this might be obvious to most of you but we don’t start here but its surprising how many do. How any brand could hope to succeed with such a broad set of search terms is beyond me. And look – they are all focussing on savings and price. At least our friends at Jet2 are drawing attention to their quality ratings and some benefits. Travel brands (and by that I probably mean tour operators) need to stop just competing on price as this will only lead to a race to the bottom on price. A travel agent used to be the generalist and they would help you refine your choice and in that agents you would have specialist who knew the country, the resort, maybe even stated in the hotel you were looking at. So now google is your travel agent. It’s the generalist. In fact you know even if you typed skiing holiday in to Google you’d still get too broad a result and you’d actually refine your search before you even started exploring its suggestions. Don’t get me wrong, Google is a great source of business but you need to be clever about how you use it. As illustrated, bidding on broad key search terms will be highly competitive, expensive, low quality browsers and thus low conversion. However if that user knows you already because they have been to your site before or seen your brand elsewhere then then that’s a very different ball game – this is commonly known as remarketing now.
- Remarketing Just for clarity, remarketing is the concept of targeting users who have been to your site already on somebody else’s platform – that might be another publisher’s site, a social channel or indeed Google.
- The optimum funnel So what you should be doing is this… Organic Search or Native Ads So we have to find our new audience or expose the brand somewhere. Ideally this would be educational or inspirational content. So for the purposes of this lets start there. The come to the site and engage with us by using the site. In a perfect world we would be looking at what parts of the site or what particular products were the most appealing to them. But they don’t convert (yet) We would then ‘retarget’ them on thorough relevant third-part sites We might retarget them within Facebook We might use Google’s RLSA feature to bid for slightly broarder keywords that would normally be expensive but by only exposing ourselves to people who have been to our website before we pay less and will invariably get higher click through rates. If we have along the way managed to capture their email address then obviously we should be targeting them with timely and relevant emails. Again, not just add them to a generic newsletter blast that everyone gets. Ideally something that’s based on what you know about them. Then last but not least, spening time to llok at where are the opportunities on the website itself to ‘reduce the friction’ and improve the user experience through design changes or personalisation. Again though you do need the analytics and A/B testing tools to do this. If you do all of this I guarantee you have a bit more than 1% dropping out the bottom of the funnel. I thought I’d finish up by just showing you some examples so you know I’m not just making this stuff up.
- Skiweekends As well as run this digital agency for the last 14 years, Until recently I was one of the directors Directors of Skiweekends. And for the 5 years I was there we focussed on what we were good at. We didn’t try and take on Crystal or Neilsens. We sold Ski Weekends. We knew our place and what the opportunity was. So just to give you an insight in to how we pretty much doubled the business in a few years.
- Also Richard’s nomination and our rating as a Drum Elite Agency
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- JLA JLA’s general demographic tend to be middle (and upper) class people 40+ years old with disposable income. Many couples but some solo travellers and some families with children 8+ years old. NB. JLA accept there is no real value in trying to sell Latin America to those who don’t already want to go, particularly because it's not cheap to get to - so their target audience must be those who are already interested in the destination (what I would call “active considerers”). The audience therefore: Know they want to go to Latin America (or it's one of their top choices) Expect high quality, value for money Need to really trust the brand before buying Aren’t as adept at online as younger audiences would be Will need to ultimately talk to someone at JLA (human contact) before booking Content strategy: Provide wealth of travel inspiration around the destinations and experiences Show expertise and promote their own “travel experts” Emphasis on other customer reviews to create trust Partnership with other brands (travel and non-travel) that the audience identifies with, including on and offline e.g. Hampton Court Palace flower show, travel mags/websites… Give plenty of options for people to get in touch both on and offline - website encourages phone calls as much as contact form/live chat/online booking. Easy navigation aimed at older audience and obvious “holiday styles” on the website that people can quickly identify with Niches within niches: Retirees 60+ years old, would rather talk to a travel specialist than extensively browse the website. Bucket list holiday. Honeymooners who want more than just a beach holiday. Middle-aged solo traveller looking for bucket list holiday, interested in group tour. Happier to do a lot more research by themselves before booking.
- Evan Evans So as well as achieving some impressive results using SEO and Paid Search over the last year or so we are now working on ‘hyperlocal’ campaigns. Targeting international visitor niches in competitive sector using programmatic and DOOH. Programmatic prospecting campaign pre-travel, targeted by interests and flight booking behaviour. Hyperlocal programmatic mobile prospecting campaign in-market, around 4 star hotels. Digital Out Of Home campaign on taxi fins geo-targeted around hotel locations.
- PGL Facebook Lookalike Campaigns Targeting Niche markets - Children's Activity Holidays Segmented the previous years CRM data (enquirers/bookers) Targeted previous enquirers with ads to drive conversions Created Lookalike audiences based on previous bookers/enquirers Targeted Lookalike audience to expand reach/new customers Overlayed with extra targeting time of day targeting (exclude latenight/early hours) 'Parents of 7-16 year old child (children) Results Reviewing the performance year on year for a similar campaign 30% increase in CTR (Year on Year) CPM 80% lower (Year on Year) – new options CPC 10% lower (Year on Year)
- Contiki Males & Females, aged 18 - 35 are the customer. Within this 18 - 23 is the core of travellers. The audience is therefore: Young and so relatively inexperienced Generally wealthy due to high ticket price Travelling alone 'Flip flop between experience and product' (Will Weeks, Head of Content) Content strategy: Brand and Values centred around experience and confidence Product introduced via thought leadership - why we can't stop talking about Asia / Our top things to do in India Channel selection: Focus on 'youth' channels - Instagram, Snapchat, Twitter etc Apps with social and chat features to create UGC VR/AR experiences Niches within niches: Travel Styles define sub-niches based around customer interest and aligning the values of the brand with the values of the customer, e.g. High Energy Harry Wants to party, doesn't want details - big highlights only, generally younger end of age spectrum, wealthy family - Classic Contiki Content focused on party scene, landmarks and social experience Products are European Tours, Experience Tours CTAs - get involved (social connection), #NOREGRETS, stronger CTA on European Trips and 'value' based deals Medium AOV but High lifetime value as likely to repeat once Easy Eric Wants to take his time, see fewer things but in more detail. Generally older end of age spectrum Content focused on culture, arts, food experiences Products are 'Best of' Trips CTAs built on experience, value Small niche but high AOV with good lifetime value
- Summary So, as you can see – understanding the niche that each of these brands are in is complicated. It is multi-faceted. You need to have a clear proposition Need to understand your customer. Not just on a graph or looking at analytics. Of course, that’s helpful but we’ve seen significant success out of actually meeting them face-to-face Remarket Remarket (again) Reduce the friction Empathise - You need to really understand their lifestyle and their context. You are trying to intrude on their space. And that’s why speaking their language and being relevant is how you get their attention. You could say you need to ‘be more Metallica’.
- And then I want you here in 10 years