[cruise marketing] targeting cruise audiences on social media
TRANSCRIPT
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Demographics: Targeting River Cruise Audiences on Social Media
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People you can talk to. Results that speak for themselves.
An award-winning social media agency, we work with a wide range of travel and tourism clients.
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Digital Visitor
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Accolades
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‘Social Media Agency of the Year’
‘South Marketing Agency of the Year’
‘Social Media Agency of the Year’
‘South Marketing Agency of the Year’
‘Social Media Agency of the Year’
‘Tourism Campaign of the Year’
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Our clients
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Why social media?
• Highly targeted
• Cost effective • Inspirational
• Under utilised in Cruise –some notable exceptions
• Your audiences are on social
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Strategy & Tactics
Strategy Content Lead Gen Ads
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• Actionable insight
• Ensures activity is effective
• Relevant to audience
• Attention & consideration
• Pre-qualified leads
• Convertible audiences
• Highly targeted
• Cost effective
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Brands
Interests
Media Consumption
Motivations Shopping habits
Key audience
Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay
Family & friends -
Visiting or visits to kids, talking and networking with friends, increasingly online where necessary
Holidays –
Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure”
Entertainment –
Catch up TV, art house movies, concerts, reading, some festivals & some sports
Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online
Empty nesters• 45+ year old
• Consulting or retired
• Well travelled & still travelling
• Family away from home
• Wealthy for time & money
Family & relatives
Experience & memories
Health & Comfort
Cultural & authentic
More online shoppers
Planned weekly
shop
What friends do
Read & research
first
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Content
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Content
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• Tell your story - don’t sell
• Consistent editorial themes• Bring brand values to life
• Frequent updates
• Invite customers to connect & engage
• Brand touch point
• Capture feedback
• Evidence & validation
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Lead generation
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Lead generation
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Lead generation
• Creative campaign hosted on social and website
• Directed targeted audiences to campaign
• Should immerse in brand and educate e.g. Illustrate new routes
• Captures leads / emails
• Phone numbers • Address for brochure
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Lead generation
• £5-£20 cost per lead in cruise?
• Social can deliver better quality or lower cost
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Social advertising
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Travel Advertising 2012
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Travel Advertising 2014
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Today
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Challenge: Promote discount offer for 2017
Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice
Advert: Holiday offer promoted withweb click advert
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Today
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Challenge: Lead generation campaign for European cruises
Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice
Advert: Web click ad driving entrants to app on Facebook
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Social ads vs traditional
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Travel agency traffic
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Channel Impressions Clicks Cost
Lonely Planet 500,000 3,400 £17,820
Trip Advisor 1,822,834 £25,500
Travel network 3,000,000 2,177 £32,400
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Travel agency traffic
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Channel Impressions Clicks Cost
Lonely Planet 500,000 3,400 £17,820
Trip Advisor 1,822,834 £25,500
Travel network 3,000,000 2,177 £32,400
Facebook 750,000 27,222 £17,500
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Airline bookings
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Channel Impressions Clicks Cost
Daily Telegraph 1,336,760 5,333 £35,000
Readers Digest 1,200,000 3,390 £25,000
Guardian 412,000 £30,000
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Airline bookings
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Channel Impressions Clicks Cost
Daily Telegraph 1,336,760 5,333 £35,000
Readers Digest 1,200,000 3,390 £25,000
Guardian 412,000 £30,000
Facebook 562,000 18,750 £15,000
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Key points
• Social can deliver your audiences
• Use social to Inspire and educate
• Sophisticated targeted
• Improved advertising
• Perfect for lead generation and getting better at direct sales
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