Marjal wanted to increase their direct sales and the number of bookings made through their website. What could they do to increase their ROI? We explain how we created a 360° marketing strategy to help the company achieve significant increases in their primary metrics. Marjal’s digital channel was not reaching its full potential. Like other companies in the travel and tourism industry, Marjal faced competition from online travel agencies. It decided to revamp its website and implemented.
comprehensive marketing strategy to
maximize all its goals. But before we proceed: who is Marjal? Marjal is a Spanish tour operator specializing in luxury camping and resorts with two properties on the Costa Blanca in southeastern Spain. Luxury campsites and bungalows, one of which also features glamping. These resorts offer traditional services such as buffet or à la carte dinners, water parks, children’s activities, pool bars and more, offering guests experiences that combine the charm of camping with the comforts of a resort . Marjal recently acquired a new campsite and resort in Tarragona, with the.
Systematic way to assign phone numbers brazil phone number library across the United States, Canada, and several other countries in the North American region. Under the NANP, phone numbers were structured into three main parts: the area code (representing a geographic region.
aim of expanding its presence in
the rest of Spain. marjal resort What was our challenge? Marjal’s ultimate goal was to increase revenue through direct-to-consumer digital channels . Their KPIs were not just about increasing revenue from this channel in monetary terms; they also wanted to increase the number of bookings made through the direct-to-consumer channel. What we were asked for was not only to help strengthen their direct-to-consumer channels but also to promote and reward the loyalty of their guests . They were therefore looking for an effective way to obtain guests’ email addresses. Until then, in fact, they had been requested offline, at the time of check-in at the campsite. Instead, to achieve.
the objectives set, it was essential to
increase the database and web traffic (and also its quality). To do this, we needed to have a clear idea of Marjal’s Buyer Personas . On the one hand, we needed to attract retired people from European countries, such as the United Kingdom, who библиотека базы данных рекламы spend the winter months in campsites, and on the other hand, we needed to focus on (Spanish) families who frequent Marjal resorts in the summer months. Therefore, we had to develop the campaigns based on these specific Buyer Personas. How did we do it? Our first step was to develop an Inbound Marketing plan that covered all the phases of the Buyer Journey through the analysis done on the Buyer Personas. Once those were defined, we created Inbound Marketing campaigns to promote direct sales to consumers . An example.
was the campaign created for the
spring – summer 2017 season. When bjb directory Marjal expanded its campsite offering and upgraded Guardamar’s amenities, prices increased compared to the previous season. Since its rates were higher than those offered by its competitors and since it operates in a very price-conscious market segment, it was important to find a way to get more bookings made directly on the site, ensuring the customer did not have to spend extra money. We created a campaign that aimed to increase bookings directly on the Marjal website. To do this, we combined the best of online and offline and focused on certain characters (specifically pirates) to pique the interest of children, offering an exclusive deal for those who booked directly with Marjal. When it comes to family holidays, children have a huge influence on the choice of destination. Our creative team created three pirates that were used to create children’s activities and to personalise the bungalows or campsites after booking. Once the stay was.
confirmed, a link was sent that the
children could use during the holiday. We optimized Marjal’s website to facilitate direct bookings and improved assets to let potential guests know they were about to take part in the “pirate” campaign . But we didn’t stop at Marjal’s website. Using our strong experience with HubSpot , we integrated the Marjal blog with a CRM. We also strengthened the landing pages, lead generation forms, workflows and the entire email marketing campaign through this platform, so as to unite all the steps of our inbound strategy. rich content marjal We also launched a “double” Paid Media.
campaign . We published our ads on
Google Ads, with the traditional pay-per-click format, and social campaigns, mainly using Facebook. Finally, we have worked successfully with some influencers that have allowed us to acquire new users. The most fruitful of these collaborations has been the one with the Spanish influencer Verdeliss , with more than 897,000 followers who has published posts, videos and photos of Marjal Costa Blanca during her stay. The project therefore included the following areas: Inbound Marketing Paid Media Marketing Automation Web Development What results have we seen so far? The campaign we just described was a resounding success. Compared to 2016 numbers, we recorded a 128% increase in bookings made in April and a 148% increase in bookings made in May. These.
increases clearly translated into higher
earnings. In April 2017, we recorded a 95% increase in earnings compared to the previous year and a 156% increase in May. The results are even more impressive when you take into account how low the implementation costs were. The 360° campaigns that derive from the philosophy of Inbound Marketing , as represented in the images, have allowed us to help Marjal to double the number of bookings and earnings . For other companies in the tourism
sector, results like this are the
demonstration of how campaigns like these are excellent allies in increasing ROI . What’s next for Marjal? Their efforts now are focused on making processes more efficient to continue to satisfy their guests, reducing investments and continuing to increase ROI through marketing initiatives. Additions they are looking to integrate into their direct-to-consumer strategy include a chatbot on the web platform and additional content that is valuable to users.
