Target audience review wins Seafield Hotel a 69% increase in revenue

The great importance of correct focusing on – that is, the act of reaching the ideal audience with the right present – is amazing, and we have tangible proof to demonstrate it.

How personalisation can improve your profits

Seafield Hotel

Seafield Hotel is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour absent from Dublin city. Surrounded by lush environmentally friendly grounds, the assets is only a stone’s toss from the pearly sands of Ballymoney Beach which overlooks Tara Hill.

Built in a modern day vogue by an Italian architect, it’s no surprise the gentle-crammed hotel is a favorite for weddings. Their award profitable Oceo spa is a tranquil haven which draws in persons far and broad who are wanting for a luxurious working experience just minutes from the Irish Sea.

Touching all bases

Since the beginning of 2022, our promoting staff worked pretty carefully with the fantastic group in Seafield on refining factors of their electronic strategy in get to maximise profits. On undergoing a shut evaluation of Google Analytics, we could plainly see the different kinds of individuals, or ‘audiences’, who were engaging with them. Whilst we collected all of the on-line facts, the crew at Seafield did research in-house to test what we ended up looking at corresponded with their bookings. It seemed to test out.

When we experienced our audiences outlined, we crafted certain strategies for just about every

Defining our audiences was the uncomplicated component – subsequent came the campaign crafting. Based mostly on each audience and their passions, the place they invested their time on line etc, we resolved on platform and spending budget, all the though advising that the landing webpages for each individual supply corresponded with the features and other digital exercise so there was a increased opportunity of prospects adhering to via.

Here’s a taster of the audiences we defined and catered for:

• Audience 1 – 23-34, only gals, no little ones
• Viewers 2 – 25-45, couples, no children
• Viewers 3 – 25-50, partners, youngsters underneath 15
• Audience 4 – 50 plus, grownup young children or none

As we crafted our strategies, we experienced discussions with the workforce at Seafield and collectively realised we required information that would enchantment to the older cohort recognized as partaking with their brand name. As good, responsive and reactive as at any time, the crew at Seafield got to get the job done planning and observing by several images shoots, curating each and each one diligently so what was created was superbly reflective of the brand name as effectively as being pleasing to the audiences they had been for. A good deal of function went into this by the crew at Seafield. At the time all shoots ended up accomplished, the crew started including an array of lovely illustrations or photos to their financial institution of content across all on-line platforms. Most importantly, there was lots of new articles that would discuss and appeal to a wide variety of audiences.

They also invested time and hard work into curating a enormous amount of money of new video clip and pictures written content for summer and autumn – seasonal articles they can use and reuse above the coming a long time supplied its supreme substantial top quality.

What had been the results?

“It is an complete enjoyment doing the job with the crew at Net Affinity, they have been extremely supportive, especially around the earlier 12 months as we have labored carefully alongside one another to refine our digital advertising and marketing strategy. It’s great to see the favourable influence our initiatives have experienced around the earlier selection of months and we look forward to ongoing progress heading into 2023.” – Kate Kavanagh, Product sales & Promoting Manager at Seafield Lodge & Spa Vacation resort

Considering the fact that commencing this journey, we have collectively labored tough to optimise campaign exercise so as to accomplish great outcomes, which incorporate:

2022 vs 2021

• 18.54% increase in profits
• 19% boost in traffic
• 20.6% raise in transactions
• 2.87% boost in eCommerce conversion level

2022 vs 2019

• 69% raise in earnings
• 15% enhance in visitors
• 30.9% maximize in transactions
• 18.38% improve in eCommerce conversion level

The full income Seafield produced from their access and frequency strategies accounted for 62% of over-all income by means of meta because commencing on March 1st, 2022.

“The crew at Seafield Lodge & Vacation resort normally have their finger on the pulse, wanting for new approaches to excel their success to new heights. That is where our most important emphasis on a new viewers strategy stemmed from. Seafield had been eager to place in the work with us to determine our audiences and invest in collateral to assist any gaps that we identified. The results converse for by themselves and we seem forward to continuing this journey with the staff.” – Aoife Nolan, Senior Electronic Marketing and advertising Specialist at Web Affinity 

We hope this presents you an indication of how essential it is to effectively keep an eye on who your audiences are, for the reason that being geared up with this data, which include how to goal them, will make all the variation to your accomplishment as a hotelier. As soon as you know accurately who you are concentrating on, you can thoroughly spend in collateral (illustrations or photos, video clips and many others) like Seafield did, that will genuinely attractiveness to your audiences – and the effects will talk for themselves.