Together with Miniland we created a 360° strategy. All actions contributed to increasing sales and achieving business objectives. We started working with Miniland in July 2016. The goal was to increase product sales through a series of marketing actions . We made all our experience and knowledge available to build a 360° strategy.
Before continuing: who is
Miniland ? Miniland Group is a Spanish company specialized in educational toys for all stages of child development, with different brands to distinguish their offer. The Miniland brand deals with the sale of products for children and educational toys. Miniland Educational, on the other hand, sells educational toys for use in school.
Miniland is known throughout
the world, including the United States. What was the challenge? We created an Inbound Marketing plan, a rebranding strategy and a new e-commerce, working side by side with the client. Thanks to WAM’s experience in international markets, we designed a marketing plan for Miniland that included different actions such as blog posts, influencers, PPC campaigns, social campaigns and much more.
Everything was done with the support
of Marketing Automation (thanks to our partnership with HubSpot) developed specifically in three languages for three different markets. How did we do it? After achieving excellent results in the initial stages of the project, WAM was entrusted with the rebranding and creation of the new website.
Together with the website we also created
e-commerce, focusing on direct sales of products to consumers. The new e-commerce offers all the products of the Miniland group: Miniland Family, Miniland Baby and Miniland Educational. In addition to these areas, there is also PlayMiniland, where users can share educational resources and games with parents and teachers.
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In summary, the Miniland project involved
the following areas: Branding Web Development Design Thinking Search (SEO) Content Marketing Social Media Marketing Paid Media E-Commerce What results have we achieved? In the Spanish market, Miniland achieved a 40% increase in traffic, both on its website and blog. In addition, thanks to brand awareness, it increased its activity on social media by more than 70%.
And that’s not all: the company also
achieved a 60% increase in the number библиотека иностранных данных of prospects in its database. In Italy, the numbers are even more surprising: compared to 2017, there was a 129.76% increase in visits to the site. Since the beginning of the project, the brand has grown internationally.
There has also been an increase in the
number of leads acquired. These are the bm lists marketing actions we have undertaken to achieve the objective set by Miniland: increasing sales. All this has been possible by applying a 360° vision, and working side by side with the client has allowed us to obtain the best possible results.
A recent survey by Booking.com revealed
that social media plays a huge role in people’s holiday choices, with 51% of respondents saying they want to go somewhere none of their friends have ever been. We want to be unique! We want to find the “next best place” before it becomes popular, and social media is a great tool for this, as it allows us to discover unique destinations.
Another trend that emerges from the Booking.com report is the search, by users, for practical, concrete information, by those who work in the world of tourism, but above all people today want to see . Photos play a crucial role in the research phase of a trip, so it is good to focus your energies in the right place.
There are two social platforms to keep an eye on: Instagram and Pinterest. Instagram Effect There are many things you can do on Instagram. Even choosing where to go on vacation. According to a survey published on the Econsultancy website, 40% of under 30s choose their travel destination also based on how “instagrammable” it is.
While for Booking.com 17% of users are attracted by places visited by VIPs and look for places as similar as possible. Last year, following this trend, Easyjet introduced the Look&Book service that allows you to search via Instagram: in practice, starting from a photo, the algorithm is able to identify the location and Easyjet suggests flight solutions to reach it.
This function perfectly meets the new needs of users who are searching or booking a trip from the app, even if – it must be said – the photos are not their only criteria for choosing. Other companies in the tourism sector are also integrating Instagram functions on their platforms.
This is the case of Airbnb , which has added “ Travel Stories ” to attract users similar to how Easyjet does with Look&Book. People can, in fact, upload videos of their best moments spent in Airbnb homes and share them on the app . Airbnb’s goal is conversions.
The more people post videos from a home, the greater the chances of other bookings. Even hotel chains have begun to exploit the potential of Instagram, especially in the phase in which they have to make the user dream, as TripAdvisor has done with its new app and as we have already described .
By now everyone agrees that hotels that want to build successful Instagram strategies must focus on these elements: strengthening their identity, connecting the user with the destination, facilitating communication with travelers, managing the profile in a professional manner and, of course, conveying their product well (whether it is one or more hotels).
Each of the brands we have mentioned has interpreted trends differently and in the way that best suits their identity and, above all, their audience. An example is the work done by Soho House , which publishes beautiful images of its properties in New York, London and Chicago, encouraging people to book… instantly, eliciting the thought: “I want to be there”.
Instagram has also become a key player in e-commerce. In an interview with Adweek, Vishal Shah, Head of Product Management at Instagram, talked about the new call-to-action buttons available on Instagram Business profiles. These buttons allow users to make purchases without leaving the platform, which thus becomes a place where not only research is done, but also business is done .
At the moment this feature is used by restaurants and companies in the entertainment/show industry, but the world of tourism is finally starting to explore it too. Facebook, owner of Instagram, announced that it would make Instagram Stories ads even more sales-oriented in 2019, despite the initial experiments with this feature on Facebook not being successful.
But today, the outlook has changed. With Instagram, engagement has increased so much and so quickly that it seems like a turning point has arrived. But we are still waiting for the new booking features specifically for travel companies to be announced. For Mark Zuckerberg, who would like Instagram to remain the platform of surprises and discoveries, this is a huge opportunity to improve the customer experience of its users and make transactions on the platform more reliable.
You just have to be ready. social travel platforms Pinterest Pinterest is doing a lot to help travel marketers improve their performance. With travel being one of the most popular categories for user searches, there’s a lot of information to be found on the platform. Pinterest even coined a term, travel planner , to describe people who have researched or purchased travel in the past three months.
Data shows that 76% of them make decisions based on the content brands post . The travel planner archetype is made up of 5 buyer personas: “the group traveler”, “the culture enthusiast”, “the spa lover”, “the adventurer” and “the food explorer”. The platform has also associated some keywords to each of them to help advertisers identify the right drivers to reach them.
What results can you achieve? In an interview on PhocusWire , Pinterest’s Global Head of Vertical Strategy for Travel, Tech and Telecom, Nicolette Harper, talked about a marketing campaign she did with the cruise ship company Carnival Cruise Line that led to a 14% increase in click-through rate and a 71% reduction in cost-per-click.
Even those looking for inspiration for their campaign can look for it on Pinterest. In the latest Pinterest100 ranking , the platform revealed the most searched words within some categories. What do people search for most on Pinterest in the travel category? Lesser-known islands (searches increased by 179%) and abandoned castles (+142%) are two of the most suggested terms.
