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

The significance of accurate concentrating on – that is, the act of reaching the appropriate viewers with the correct supply – is amazing, and we have tangible evidence to confirm it.

How personalisation can enhance your profits

Seafield Lodge

Seafield Resort is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour absent from Dublin city. Surrounded by lush inexperienced grounds, the property is only a stone’s throw from the pearly sands of Ballymoney Seashore which overlooks Tara Hill.

Built in a contemporary manner by an Italian architect, it is no ponder the light-loaded hotel is a favorite for weddings. Their award successful Oceo spa is a tranquil haven which appeals to men and women significantly and broad who are looking for a luxurious experience just minutes from the Irish Sea.

Touching all bases

Considering that the starting of 2022, our advertising and marketing crew worked incredibly closely with the brilliant team in Seafield on refining aspects of their electronic strategy in purchase to maximise revenue. On going through a shut evaluate of Google Analytics, we could plainly see the varying styles of persons, or ‘audiences’, who have been partaking with them. Although we collected all of the on the net details, the group at Seafield did research in-property to check what we were looking at corresponded with their bookings. It seemed to examine out.

The moment we had our audiences outlined, we crafted distinct strategies for just about every

Defining our audiences was the straightforward element – following arrived the marketing campaign crafting. Based on just about every audience and their interests, the place they used their time on-line and so forth, we determined on system and budget, all the while advising that the landing pages for every present corresponded with the features and other electronic activity so there was a higher prospect of clients following via.

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

• Viewers 1 – 23-34, only women of all ages, no young children
• Viewers 2 – 25-45, couples, no children
• Viewers 3 – 25-50, couples, young ones below 15
• Audience 4 – 50 furthermore, adult children or none

As we crafted our strategies, we had discussions with the team at Seafield and collectively realised we needed material that would attractiveness to the more mature cohort determined as engaging with their manufacturer. As clever, responsive and reactive as ever, the staff at Seafield bought to do the job setting up and seeing via a number of photography shoots, curating each and every and each individual just one meticulously so what was made was beautifully reflective of the brand name as effectively as getting appealing to the audiences they had been for. A whole lot of function went into this by the group at Seafield. The moment all shoots had been finished, the workforce commenced introducing an array of magnificent illustrations or photos to their bank of articles throughout all on the web platforms. Most importantly, there was a good deal of new articles that would speak and charm to a wide variety of audiences.

They also invested time and effort into curating a massive quantity of new video clip and images written content for summer season and autumn – seasonal content material they can use and reuse above the coming many years offered its supreme substantial top quality.

What were being the effects?

“It is an complete satisfaction performing with the group at Net Affinity, they have been very supportive, significantly in excess of the earlier 12 months as we have worked closely jointly to refine our electronic internet marketing approach. It is wonderful to see the constructive effect our attempts have had in excess of the previous variety of months and we glimpse ahead to ongoing advancement heading into 2023.” – Kate Kavanagh, Sales & Marketing and advertising Manager at Seafield Lodge & Spa Vacation resort

Since starting this journey, we have collectively labored challenging to optimise marketing campaign exercise so as to realize superb success, which contain:

2022 vs 2021

• 18.54% raise in profits
• 19% maximize in visitors
• 20.6% raise in transactions
• 2.87% raise in eCommerce conversion charge

2022 vs 2019

• 69% improve in earnings
• 15% increase in visitors
• 30.9% raise in transactions
• 18.38% improve in eCommerce conversion fee

The complete earnings Seafield generated from their achieve and frequency campaigns accounted for 62% of all round earnings by means of meta given that commencing on March 1st, 2022.

“The staff at Seafield Lodge & Vacation resort always have their finger on the pulse, looking for new means to excel their final results to new heights. Which is where by our most important focus on a new audience strategy stemmed from. Seafield were eager to place in the operate with us to establish our audiences and make investments in collateral to support any gaps that we recognized. The success talk for by themselves and we glance forward to continuing this journey with the crew.” – Aoife Nolan, Senior Digital Advertising Expert at Internet Affinity 

We hope this offers you an indicator of how crucial it is to correctly check who your audiences are, because currently being outfitted with this information and facts, including how to concentrate on them, will make all the difference to your achievements as a hotelier. When you know precisely who you are concentrating on, you can thoroughly invest in collateral (photos, video clips etcetera) like Seafield did, that will genuinely enchantment to your audiences – and the effects will converse for themselves.