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

The significance of precise focusing on – that is, the act of achieving the proper audience with the right supply – is extraordinary, and we have tangible proof to demonstrate it.

How personalisation can boost your revenue

Seafield Hotel

Seafield Hotel is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour away from Dublin metropolis. Surrounded by lush eco-friendly grounds, the home is only a stone’s throw from the pearly sands of Ballymoney Beach front which overlooks Tara Hill.

Designed in a contemporary style by an Italian architect, it is no speculate the light-loaded resort is a favourite for weddings. Their award successful Oceo spa is a tranquil haven which draws in folks much and extensive who are on the lookout for a deluxe encounter just minutes from the Irish Sea.

Touching all bases

Considering that the beginning of 2022, our promoting group worked really intently with the excellent team in Seafield on refining elements of their electronic method in buy to maximise profits. On going through a close evaluate of Google Analytics, we could plainly see the different types of folks, or ‘audiences’, who had been participating with them. Though we collected all of the on the net details, the group at Seafield did investigation in-home to look at what we were being seeing corresponded with their bookings. It appeared to verify out.

When we experienced our audiences defined, we crafted particular campaigns for each

Defining our audiences was the effortless part – upcoming came the campaign crafting. Primarily based on just about every audience and their passions, exactly where they expended their time on-line and so forth, we made a decision on platform and price range, all the while advising that the landing webpages for just about every present corresponded with the provides and other digital action so there was a higher likelihood of buyers adhering to by.

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

• Audience 1 – 23-34, only gals, no kids
• Viewers 2 – 25-45, partners, no kids
• Audience 3 – 25-50, partners, young children below 15
• Audience 4 – 50 moreover, adult youngsters or none

As we crafted our campaigns, we had discussions with the team at Seafield and collectively realised we wanted written content that would attraction to the more mature cohort discovered as partaking with their brand. As sensible, responsive and reactive as at any time, the workforce at Seafield received to perform planning and seeing by numerous photography shoots, curating every and just about every 1 cautiously so what was developed was superbly reflective of the model as properly as being attractive to the audiences they have been for. A ton of get the job done went into this by the workforce at Seafield. At the time all shoots have been finished, the workforce commenced adding an array of lovely photos to their financial institution of material across all on line platforms. Most importantly, there was a great deal of new material that would converse and attraction to a wide variety of audiences.

They also invested time and work into curating a large volume of new online video and images content for summer time and autumn – seasonal information they can use and reuse around the coming many years supplied its supreme substantial high quality.

What have been the outcomes?

“It is an absolute pleasure doing work with the group at Internet Affinity, they have been very supportive, notably about the past 12 months as we have worked intently together to refine our digital advertising tactic. It’s terrific to see the beneficial impact our endeavours have experienced above the previous variety of months and we appear forward to continued development heading into 2023.” – Kate Kavanagh, Profits & Marketing Manager at Seafield Hotel & Spa Resort

Because commencing this journey, we have collectively labored challenging to optimise marketing campaign exercise so as to achieve excellent results, which include:

2022 vs 2021

• 18.54% increase in earnings
• 19% raise in targeted traffic
• 20.6% improve in transactions
• 2.87% raise in eCommerce conversion rate

2022 vs 2019

• 69% increase in revenue
• 15% increase in site visitors
• 30.9% increase in transactions
• 18.38% raise in eCommerce conversion fee

The complete revenue Seafield generated from their achieve and frequency campaigns accounted for 62% of general earnings by way of meta because commencing on March 1st, 2022.

“The crew at Seafield Resort & Resort usually have their finger on the pulse, searching for new methods to excel their outcomes to new heights. That is in which our key focus on a new viewers method stemmed from. Seafield had been inclined to set in the function with us to determine our audiences and devote in collateral to support any gaps that we determined. The final results discuss for on their own and we glance forward to continuing this journey with the crew.” – Aoife Nolan, Senior Electronic Internet marketing Specialist at Internet Affinity 

We hope this presents you an indication of how essential it is to properly observe who your audiences are, since currently being outfitted with this info, which include how to goal them, will make all the variation to your accomplishment as a hotelier. As soon as you know just who you are targeting, you can appropriately make investments in collateral (pictures, videos and so forth) like Seafield did, that will truly enchantment to your audiences – and the outcomes will discuss for them selves.