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

The value of correct focusing on – that is, the act of achieving the right viewers with the correct give – is extraordinary, and we have tangible proof to demonstrate it.

How personalisation can increase your earnings

Seafield Resort

Seafield Lodge is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour absent from Dublin town. Surrounded by lush green grounds, the residence is only a stone’s toss from the pearly sands of Ballymoney Seashore which overlooks Tara Hill.

Made in a present-day fashion by an Italian architect, it is no ponder the gentle-stuffed resort is a favourite for weddings. Their award successful Oceo spa is a tranquil haven which appeals to folks much and huge who are on the lookout for a lavish experience just minutes from the Irish Sea.

Touching all bases

Because the beginning of 2022, our advertising and marketing group worked quite carefully with the good crew in Seafield on refining aspects of their digital tactic in get to maximise profits. On undergoing a close evaluate of Google Analytics, we could plainly see the varying sorts of people, or ‘audiences’, who had been engaging with them. Though we gathered all of the on the net information, the team at Seafield did investigate in-household to verify what we ended up viewing corresponded with their bookings. It seemed to check out.

Once we had our audiences described, we crafted particular campaigns for each

Defining our audiences was the uncomplicated part – following arrived the marketing campaign crafting. Based on every single viewers and their interests, where they used their time on the net and so forth, we decided on platform and finances, all the though advising that the landing web pages for every single provide corresponded with the provides and other electronic action so there was a increased opportunity of clients subsequent via.

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

• Viewers 1 – 23-34, only gals, no young ones
• Audience 2 – 25-45, partners, no young children
• Audience 3 – 25-50, partners, young children less than 15
• Viewers 4 – 50 plus, adult young children or none

As we crafted our campaigns, we had conversations with the group at Seafield and collectively realised we needed articles that would appeal to the older cohort discovered as partaking with their manufacturer. As wise, responsive and reactive as ever, the workforce at Seafield acquired to work preparing and observing by means of several photography shoots, curating each and every and each and every a single very carefully so what was created was beautifully reflective of the brand name as perfectly as currently being attractive to the audiences they were for. A good deal of function went into this by the staff at Seafield. After all shoots have been completed, the workforce started adding an array of beautiful photographs to their lender of content material across all on line platforms. Most importantly, there was a great deal of new articles that would converse and attractiveness to a range of audiences.

They also invested time and exertion into curating a enormous volume of new movie and pictures information for summer and autumn – seasonal content they can use and reuse more than the coming a long time presented its supreme substantial good quality.

What were the outcomes?

“It is an absolute satisfaction functioning with the staff at Internet Affinity, they have been exceptionally supportive, particularly in excess of the previous 12 months as we have worked intently with each other to refine our digital internet marketing system. It’s wonderful to see the good impression our endeavours have experienced more than the previous amount of months and we appear forward to continued development heading into 2023.” – Kate Kavanagh, Income & Marketing Supervisor at Seafield Hotel & Spa Resort

Considering the fact that starting this journey, we have collectively labored challenging to optimise campaign activity so as to obtain excellent success, which contain:

2022 vs 2021

• 18.54% maximize in earnings
• 19% increase in targeted traffic
• 20.6% improve in transactions
• 2.87% enhance in eCommerce conversion amount

2022 vs 2019

• 69% increase in earnings
• 15% increase in visitors
• 30.9% maximize in transactions
• 18.38% raise in eCommerce conversion amount

The total profits Seafield generated from their get to and frequency strategies accounted for 62% of all round income through meta considering that commencing on March 1st, 2022.

“The staff at Seafield Lodge & Vacation resort always have their finger on the pulse, wanting for new techniques to excel their success to new heights. Which is exactly where our most important target on a new viewers system stemmed from. Seafield were eager to set in the do the job with us to recognize our audiences and invest in collateral to aid any gaps that we determined. The effects discuss for by themselves and we glance ahead to continuing this journey with the staff.” – Aoife Nolan, Senior Digital Marketing and advertising Professional at Web Affinity 

We hope this presents you an indicator of how vital it is to thoroughly watch who your audiences are, mainly because currently being outfitted with this information and facts, such as how to goal them, will make all the variance to your good results as a hotelier. After you know particularly who you are targeting, you can thoroughly spend in collateral (photographs, video clips and so on) like Seafield did, that will truly charm to your audiences – and the benefits will speak for them selves.