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

The worth of accurate focusing on – that is, the act of reaching the ideal viewers with the suitable provide – is incredible, and we have tangible evidence to show it.

How personalisation can improve your revenue

Seafield Lodge

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

Created in a present-day trend by an Italian architect, it is no ponder the light-weight-loaded lodge is a favorite for weddings. Their award winning Oceo spa is a tranquil haven which draws in persons considerably and wide who are wanting for a deluxe experience just minutes from the Irish Sea.

Touching all bases

Since the beginning of 2022, our marketing and advertising workforce worked quite intently with the good group in Seafield on refining factors of their digital technique in get to maximise profits. On going through a shut evaluate of Google Analytics, we could plainly see the different sorts of people, or ‘audiences’, who ended up partaking with them. Even though we gathered all of the on the internet data, the crew at Seafield did investigation in-property to look at what we ended up observing corresponded with their bookings. It seemed to test out.

When we had our audiences defined, we crafted certain strategies for every single

Defining our audiences was the effortless portion – next came the marketing campaign crafting. Dependent on each and every audience and their passions, exactly where they expended their time on line etcetera, we made the decision on system and finances, all the although advising that the landing web pages for each individual offer corresponded with the delivers and other digital action so there was a better prospect of customers next by way of.

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

• Viewers 1 – 23-34, only ladies, no little ones
• Viewers 2 – 25-45, couples, no little ones
• Viewers 3 – 25-50, partners, kids underneath 15
• Audience 4 – 50 in addition, grownup kids or none

As we crafted our campaigns, we experienced conversations with the group at Seafield and collectively realised we desired information that would attractiveness to the more mature cohort discovered as engaging with their brand. As intelligent, responsive and reactive as ever, the workforce at Seafield acquired to do the job setting up and viewing through several photography shoots, curating every single and every one particular carefully so what was developed was fantastically reflective of the brand as well as staying interesting to the audiences they were being for. A large amount of operate went into this by the staff at Seafield. After all shoots had been done, the workforce began adding an array of gorgeous photos to their bank of material throughout all on the web platforms. Most importantly, there was lots of new material that would communicate and appeal to a assortment of audiences.

They also invested time and effort and hard work into curating a enormous sum of new movie and pictures content material for summer months and autumn – seasonal information they can use and reuse above the coming years presented its supreme large high quality.

What had been the effects?

“It is an absolute enjoyment doing the job with the crew at Web Affinity, they have been extremely supportive, particularly more than the past 12 months as we have worked closely collectively to refine our electronic advertising strategy. It’s terrific to see the good influence our attempts have experienced in excess of the previous variety of months and we glimpse ahead to ongoing growth heading into 2023.” – Kate Kavanagh, Product sales & Marketing Manager at Seafield Resort & Spa Resort

Because starting this journey, we have collectively labored difficult to optimise marketing campaign exercise so as to reach great effects, which include things like:

2022 vs 2021

• 18.54% enhance in revenue
• 19% boost in traffic
• 20.6% enhance in transactions
• 2.87% boost in eCommerce conversion price

2022 vs 2019

• 69% maximize in revenue
• 15% raise in website traffic
• 30.9% maximize in transactions
• 18.38% maximize in eCommerce conversion level

The full profits Seafield generated from their access and frequency campaigns accounted for 62% of total earnings by means of meta due to the fact commencing on March 1st, 2022.

“The team at Seafield Lodge & Resort normally have their finger on the pulse, seeking for new strategies to excel their final results to new heights. Which is in which our principal target on a new audience system stemmed from. Seafield were keen to set in the work with us to discover our audiences and devote in collateral to assistance any gaps that we discovered. The benefits communicate for on their own and we seem forward to continuing this journey with the crew.” – Aoife Nolan, Senior Digital Promoting Expert at Internet Affinity 

We hope this offers you an indication of how critical it is to thoroughly keep track of who your audiences are, simply because becoming geared up with this details, like how to concentrate on them, will make all the difference to your achievements as a hotelier. The moment you know exactly who you are targeting, you can thoroughly invest in collateral (photos, films and many others) like Seafield did, that will truly appeal to your audiences – and the success will converse for themselves.