3. Agenda
• About Silversea Cruises
• About Affluent Consumers
• The Assignment
• The Situation
• The Solution
• New Opportunities
• Top 5 Things We Learned
4. Silversea Cruises
• A global, luxury cruise line with six ships serving seven
continents
– Butler service for every passenger
– Exotic destinations and adventures
• Average customers have $1 Million plus net worth, with over
$250,000 annual income
5. Targeting Luxury
• It wasn’t so long ago that people thought
– Rich people don’t use the Internet
– Or search engines
– Or social media
– Or even mobile
• What do they do with their time?
FPO
7. Conceptualizing Luxury
Luxury is subject to interpretation by the
consumer, based on their definition
Luxury is personal.. And emotional
Luxury is a personal indulgence.. Or can
mean bringing the family together
Ultimately affluents are seeking a self-
reward of.. I deserve
8. Who is considered “affluent”
Upper 20% - $250K+/Year Income
Middle 60%
Lower 20%
9. What Do They Do With Their Time?
Publications are both online and offline
10. How Active Are They on Social?
Affluents of all ages are active in social networks,
although the study showed that Affluent Seniors are
more likely to be involved in cause-related or family
discussions
About 50% visit YouTube on a monthly basis and 14%
visit LinkedIn
11. What Do They Expect From a Brand?
Customization Exceed
34% expect products & Expectations
services customized to
32% expect surprise &
their needs and
delight (once in a
desires
lifetime experiences)
True
Distinctiveness
32% expect the brand
to be an innovator
12. What Does Vacation Look Like?
• 66% anticipate traveling domestically this year, 33% international
– International travel includes cruises
16. Affluent Travel Trends
75% make plans
less than 6 months
Plans
in advance; 11%
within one month
60% of young
DIY affluents want to
book themselves
54% plan on
redeeming
Rewards
rewards, but 14%
say not a factor
19. The Situation
• Silversea Cruises is competing against other
luxury cruise brands on experience
– And all other cruise ships on share of voice
Over 80 Cruise
lines in the world!
22. The Situation
Brand Love It’s quiet, grown-up, and passengers tend to
be able to amuse themselves… Age really isn’t
I love Silversea Cruises for many
a factor. It’s always an interesting group of
reasons, the butler is
people who enjoy getting to know you.
one of them!
I slept well on Silver Whisper during my cruise
that ended last Saturday. Now I’ve learned
that the luxury line will offer Pratesi custom
made bed linens.. I may not get out of bed on
my next cruise.
You deserve to be warned about just
how addictive Silversea is.
23. The Solution
A Targeted Media Plan
With
Where At the Right
Relevant
Affluents Moment in
Call-to-
are Online Time
actions
27. Media Mix Optimization
Media Spend Mix
Channel
22% Search
34%
Social
3% Content
Display
Email
23%
18%
28. Banners
“Luxury
Cruises”
• First changes were to add call to actions
“Senior
“Luxury
Cruises”
Cruises”
(Tablets Only)
29. Increased Performance
• “Butler Service” banner has a
record breaking CTR, without a
call to action or button to click
on
• Adding call to actions to the
other banners increased their
performance by 200%
LuxuryLink CruiseCritic CruiseCritic
30. New Ways to Place Banners
• New banner ads include 2013 Brochure messaging
— Strategically positioned on CruiseCritic.com once
discussions around the release of the brochure were
identified within the site’s forum pages through
Social Listening & Monitoring
“the much anticipated 2013 (brochure) finally made its way to
NYC…a few lucky souls have reported to receive theirs early”
“They did a nice job on the book…for those of us who now
enjoy having ‘the book’ in our hands…what are your
impressions?”
31. Mobile
• Using mobile
search, leveraging the call
center
• New opportunities will
include mobile app banners
32. Social
• Advertising on
Facebook, targeted to
affluents
• Initial Results:
– Global was not very effective
– US generated leads, and
although higher CPLs, they were
more targeted
33. Going Global
• Paid search ads were translated, and appearing in
Spanish and German
• Paid search ads appear in Europe, with translated ads
and landing pages
Example paid search ads
TBD
34. Landing Page Conversion
Landing pages were optimized, to increase conversion
Added imagery of the ship
Removed questions relating to working with travel agents
37. Facebook Application
• We are creating a Facebook application to assist fans
who are planning a trip
– Application will allow the fan to choose ships and
destinations, get brochures and share their trip plans
– Provides immediate opt-in
39. The Situation
• Silversea.com had not been optimized for
search, and most traffic was based on
generic terms
• SEO scorecard showed that the site
needed the most effort placed on
keyword selections and content
40. The Solution
Monthly Search Google Yahoo! Bing
Keyword Volume Position Position Position
Mediterranean cruise
all inclusive cruises
18100
12100
24
6
97
48
96
47
The right
silversea
best cruises
6600
3600
1
-
1
-
1
- keywords is the
panama canal cruise 3600 19 - -
Caribbean cruise
luxury cruise lines
2900
2900
-
3
-
12
-
13
first step
Mexico cruise 2900 45 - -
silversea cruises 2900 1 1 1
Asia cruise 2400 95 59 57
cruise specials 2400 17 - -
world cruise 2400 2 2 2
transatlantic cruises 1900 88 - -
silverseas 1600 1 2 1
luxury cruise 1300 5 12 12
small ship cruises 1300 - - -
Baltic cruise 880 20 43 42
new England cruise 720 18 62 -
silverseas cruises 480 1 1 1
silversea cruise 390 1 1 1
best luxury cruise lines 320 12 - 41
luxury cruise ships 260 2 8 7
silversea cruise reviews 260 7 8 9
luxury cruise line 170 2 14 14
silversea cruise line 140 1 1 1
long cruises 110 - - -
small luxury cruises 110 4 8 11
expedition cruises 91 7 9 13
small luxury cruise lines 73 1 5 5
grand voyages 16 3 5 5
41. The Solution
• Keyword map to pages, based on Web
analytics, and focused on conversion
• Conversion goals are:
– Newsletter Signup
– Sign up for Offers
– Order a Brochure
– Request a Quote
– Send Message
• Meta tags and content updates
• Incoming links analysis and requests
42. International SEO
• The site is being optimized in Spanish and
German, to leverage SEO in related countries
46. What We Learned
OUR TOP 5 LIST
1. Affluent consumers are active online, and spend
time researching for what they want
2. Address the young affluents as they age into our
cruise line
3. Think out of the box; social media monitoring is
critical
4. Balance the media mix to achieve maximum ROI
5. Our overall customer experience needs to reflect
our brand – from prospect to loyal customer
Luxury is often intertwined with brands and their meanings, but not always the brands one would expect. Many cited a Mercedes, BMW or Lexus as their most recent luxury purchase, but for others, luxury meant a new Mini Cooper, or a Corvette, or a Prius.Luxury is often highly personal and emotional. Many cited watches or jewelry from traditional luxury brands such as Cartier, Tiffany or Louis Vuitton, but others cited artistic upgrades and repairs to their existing wedding and engagement rings.Travel was often cited, both as a personal indulgence, and quite often as an opportunity to bring family together.Whether it was a traditional luxury purchase, or a mini-luxury ―treat like a manicure, pedicure or spa treatment, Affluents were ultimately seeking a self-reward to satisfy their feeling of ―I deserve.
Affluents spend twice as much on vacation as they do on personal electronics $4100/year
